A Glimpse Behind the Scenes

Software companies that create your beloved applications and websites vary widely in size and composition. Typically, a handful of developers are tasked with writing the code that runs in your browser or on your mobile device. You’ll be pleased to know that they don't simply dream up ideas. Alongside them, you’ll find designers, possibly a copywriter, and several managers, but two vital roles stand out in a digital product team.

One of these roles is the product owner. Often referred to as product managers in many organizations, I personally find that title unsatisfactory. Effective product owners are more about guiding an app or website in the right direction for customers and users than merely managing tasks. The authority to determine which features go live, when, and why reflects their deep understanding of user needs over just managing timelines.

A product owner advocates for the user, leveraging their connection with the team to closely align with user requirements. It's a fascinating role, and if you relish having control, it might be right for you.

A proficient product owner has the potential to transform a company from the brink of failure into a billion-dollar success.

However, it's crucial to note that product owners don't conjure ideas from thin air. While many boast years of experience and can anticipate user needs, even the most seasoned professionals rely on data.

Data, of course, isn't just handed to companies. Many organizations dedicate entire teams to collecting and analyzing customer data, observing trends among various features, comparing usage, and pinpointing areas that users tend to overlook.

From this data, various insights emerge. A feature may be poorly designed or implemented, resulting in user frustration. Sometimes, the data may not offer clear answers, and that's when A/B testing becomes essential. A/B testing is straightforward; it allows companies to experiment with different versions of a feature and gauge user reactions, leading to informed iterations based on feedback.

Your Influence Matters—Just Not as You Think

User feedback—your feedback—is often perceived as comments or poll responses on your preferred app or website. In truth, such feedback is less common than you might think. While it can be valuable, there are typically more effective methods for gauging user sentiment through automation.

Every time you navigate a site or use an app, the companies behind them receive a wealth of automated data concerning your clicks and navigational paths. In engineering, we refer to these as user events. Clicks, scrolls, selections, and input focus are recorded anonymously (if done correctly).

Some tools go even further, such as Hotjar, which can capture a user’s complete journey through an app or site, allowing teams to review the exact experience users have.

Businesses pay far more attention to your interactions with their products than you realize.

Everything you do on an app or site is significant, often more so than leaving a review or filling out a feedback form. For example, if 5% of users encounter issues filling out a form and respond with frustrated emails, yet data shows that 95% have no problems, it is unlikely that changes will be made. Product teams generally prioritize empirical evidence when deciding whether to maintain or improve a feature.

Of course, there are exceptions, particularly when most complaints come from users with disabilities. In such cases, product teams quickly recognize that they are dealing with an accessibility issue rather than simple usability problems. Context is crucial.

No Feature is Arbitrary

Understanding the actual lifecycle of a feature is vital. You now know that many features are influenced by customer data, demand, and feedback. However, this is not static. A feature that was popular in 2021 may not hold the same appeal in 2022 and could become burdensome by 2023.

User journey data is continuously collected and monitored—with your consent, of course—and the data that supported the introduction of a feature may later indicate its decline in popularity. Companies exist to generate revenue, and a feature that sees minimal use can drain resources without justification. Every feature, regardless of size, incurs costs related to infrastructure and requires maintenance from engineers and managers. Small expenses can accumulate.

Yes, it often boils down to finances. These are businesses, not charity organizations.

It can be an emotionally charged discussion when a seemingly beloved feature vanishes from an app or website. However, the reality for product teams is quite different. They often see a small group of vocal users, some of whom are what we refer to as "power users." These individuals have become accustomed to using the product in a specific manner, and any changes may feel like a catastrophe. While sometimes it can be, more often than not, it serves as nothing more than an outlet for frustration.

If your favorite feature is no longer available, there's likely a solid reason behind it.

The truth is that reputable software companies utilize every available tool to make informed decisions about which features to develop, launch, or eliminate. They analyze support tickets, review data, consider feedback, and examine heat maps—anything and everything that can provide justification for spending resources on developing or retaining a feature. If they cannot justify the expense, it will likely be discontinued.

As a user of digital products, this is a reality you must learn to accept. I previously worked at a company that launched features daily. We introduced more than we removed, but the latter did occur frequently. It’s a delicate balance, and there's no escaping it.

No software company can satisfy every user’s demands. That’s simply not feasible.

Attila Vago — Software Engineer dedicated to enhancing the world one line of code at a time. A lifelong tech enthusiast, writer of code and blogs. Advocate for web accessibility, LEGO enthusiast, vinyl record collector. Enjoys craft beer! Read my Hello story here! Subscribe and/or become a member for more insights on LEGO, tech, coding, and accessibility!