Optimising User Expectations: The Power of Effective Feature Launch Communication.

Imagine leaving for work in the morning and returning home to find out the building you’ve lived in all your life has been replaced by another, moved or even become a levelled ground. This is always a horror and depressingly disastrous when it happens in real life.?

And as exaggerated as it may sound, some of your products could be likened to homes for your users.

In December, I opened my favourite fintech product and was completely taken aback by the new interface. Features had been rearranged, and new ones added, leaving me disoriented and overwhelmed. I was extremely confused and disappointed, and I still am, as I haven’t yet adapted to the new interface and functionalities. This is a product I’ve relied on for over 5 years. And that’s not the only issue. Immediately, I checked the website, blog, and social media platforms for any announcement or tutorial video about the redesign, but to my surprise, there was absolutely nothing.

I’m sure I’m not the only one this has happened to, and not the only one who has experienced it. I sincerely wonder why there has been no announcement regarding this issue.?

Anyway, what prompted me to pen down my thoughts was knowing that the product and marketing teams of this fintech company could have handled this redesign and feature launch better. I became even more disappointed when I constantly saw Google’s banner announcements for their Sign-Up Page Redesign every time I tried to sign in.

This redesign is already being rolled out to users, and I’ve seen the update elsewhere. It appears to be a simple design change with no functionality affected. Yet Google finds it essential to ensure their users are well-informed ahead of visual changes like these, because they understand that humans rely heavily on technology for various tasks, and sudden redesigns or feature removals can disrupt users’ workflows, leading to frustration and disappointment.?

So why will a fintech redesign its app’s homepage and give no announcement? Is it just being rolled out? Did I miss the announcement? I guess we’ll never know.

Proactive feature launch communication from product teams is crucial to maintain user satisfaction and prevent increased churn rates. The importance of launch announcements cannot be overemphasized and some of them include:

1. Informing Users: Launch announcements simply serve as a means to inform users about changes to the product. Users need to know what changes will be occurring or have occurred, how they will be affected, and what benefits the new features or redesign will bring. Now know that all users may not widely accept these changes but they must be informed before these updates are reflected.?

I’ve also noticed certain users criticizing their announcements, especially tech-savvy individuals and designers, who seem to imagine the redesign to be a significant event.?

As tech-savvy professionals, we occasionally overlook the fact that not all users share our level of expertise. Many of our users are outside our circles, some of whom may even lack technical education. While redesigns and announcements might seem insignificant to some, their impact on users, especially those without tech or design backgrounds, should not be overlooked.

As a designer myself, I honestly do not care so much for the redesign. As long as I can sign up in less than a minute, I’m good to go. Quite frankly, I sometimes think users don’t care as long as it works, don’t get me wrong, I’m just saying you can sell a product with average aesthetics as long as it functions well. Functionality should always take precedence over aesthetics.?

2. Setting Expectations: By announcing a product redesign or feature launch in advance, companies can set expectations for users. Users are less likely to be caught off guard by sudden changes and can mentally prepare for upcoming updates.

Design changes, especially, can sometimes evoke resistance or confusion among users accustomed to the previous interface. Proper pre-launch or post-launch communication helps mitigate these concerns by providing context, guidance, and support to your users.

3. Reducing Confusion: Without proper communication, users may become confused or frustrated when they encounter unexpected changes in the product.

Launch announcements play a vital role in ensuring a smooth transition during product redesigns or feature launches. It not only informs users of the changes but also prepares us mentally for the new interface, mitigating the shock of sudden alterations. By keeping users informed ahead of a change, companies can maximize the success of their product updates.?

Moreover, product launch communications are not just about announcing changes, it is about fostering understanding, trust, and engagement with our users. By prioritizing transparency, product teams can ensure that users are informed, engaged, and prepared for upcoming changes.?

Also, when introducing a new feature or redesign, product teams should consider a range of communication avenues. The effectiveness of each channel may vary depending on the target audience and the nature of the feature being launched. Some product teams focus mostly on email marketing and in-app communication for feature launch announcements. While this approach can be effective, ensuring a successful feature launch requires diversifying announcement channels and tailoring them to different segments of the audience.

• Active users benefit the most from in-app announcements and push notifications, as they are already engaged with the platform.?
• However, email marketing, social media, and press releases can reach all user segments, making them valuable tools for re-engaging churned users and attracting new customers. And perhaps, if a late adopter missed every form of announcements, they can always catch up with it later especially when it’s published on websites and blogs.?

Determining the most effective channels for reaching and engaging the target audience, such as in-app notifications, content marketing, and advertising, is now up to the product team and their product launch plans. Whether you choose in-app announcements, push notifications, blog articles, social media, or any other communication medium, it’s crucial to ensure that feature launch announcements are made both before and after the launch. This is particularly important for significant changes, as it greatly aids user retention, re-engages inactive users, and potentially attracts new customers. By strategically utilizing various announcement channels, product teams can maximize visibility, engagement, and overall success during feature launches.

Have you ever encountered a sudden change in the visual appearance or functionality of a product you love? If so, how did you react to it?