% Percentage Launch

Gradual rollout strategy

Whatโ€™s a Percentage Launch?

A Percentage Launch, or phased rollout, is a strategic deployment method. It starts with introducing a new product feature, update, or entire release to a small segment of the user base. This initial phase allows for careful monitoring and real-time feedback collection, enhancing the ability to address potential issues effectively. As confidence in the rollout grows, the feature gradually extends to more users, expanding in scope until it reaches the entire user base.

3 Key Benefits of % Launches

โž• Reduced risks of failure

By initially releasing the new feature or update to a select group of users, you significantly lower the risk of widespread problems affecting everyone. This method enables your team to pinpoint and rectify critical bugs or performance issues early in the rollout. Should a significant problem arise, it can be resolved swiftly and without affecting the majority of users. This phased approach limits any negative impact, safeguarding the overall user experience and preserving user trust.

โž• Improved user experience

Early feedback from a controlled group of users delivers crucial insights into how the new feature or update functions in real-world situations. By analyzing this feedback, you can implement necessary adjustments and enhancements before the full-scale rollout. This iterative process ensures the final release is polished, intuitive, and meets user expectations. It also facilitates testing and refining of the user interface, functionality, and performance, which contributes to a smoother and more satisfying user experience.

โž• Builds confidence

Acceptance testing boosts stakeholdersโ€™ confidence that the product is ready for deployment. Demonstrating that the product functions effectively in real-world scenarios and meets all specified requirements reassures stakeholders of its value. This assurance is essential for securing stakeholder support and ensuring a smooth, successful launch.

Playbook

โช Prepare

Define objectives: Clearly outline the objectives of the percentage launch, such as validating functionality, ensuring stability, and gathering user feedback.

Select initial user group: Identify the initial subset of users who will receive the new feature or update. Ensure this group represents your target audience well and provides sufficient diversity to uncover potential issues.

Develop rollout plan: Craft a detailed rollout plan outlining the phases of the launch. Specify the percentage of users involved in each phase, the timeline for each phase, and the criteria for advancing to the next phase.

Prepare monitoring tools: Set up tools to monitor key performance indicators like error rates, page load times, user engagement, and feedback. Ensure mechanisms are in place to quickly identify and address issues.

Prepare a rollback plan: Develop a backup and rollback plan in case significant issues arise. Ensure you can revert to the previous stable version swiftly and without disrupting users.

โ–ถ๏ธ Run

Deploy to initial user group: Begin by releasing the new feature or update to the initial subset of users as outlined in your rollout plan. Closely monitor the deployment for any immediate issues that may arise.

Monitor performance and collect feeedback: Continuously track the performance of the feature using the predefined key performance indicators (KPIs). Gather user feedback through surveys, feedback forms, and support channels to understand their experiences.

Analyze data and iterate: Evaluate the data collected to pinpoint any performance issues, bugs, or user experience challenges. Address these critical issues before advancing to the next phase of the rollout.

Incremental rollout: Gradually expand the reach of the update, increasing the percentage of users who receive it as per the rollout plan. After each phase, continue to monitor, collect feedback, and resolve any issues before proceeding further.

โญ๏ธ After

Post-Deployment monitoring: Continue to monitor the performance of the feature and user feedback after the complete rollout. Verify that no new issues emerge and that the feature consistently performs as intended.

Review and documentation: Conduct a thorough review of the percentage launch process. Document key findings, noting successful strategies, any issues encountered, and their resolutions. Compile insights and lessons learned to refine strategies for future rollouts.

3 Bad Practices to Avoid

โš ๏ธ Skipping monitoring and feedback collection

Skipping monitoring and feedback collection can lead to missed opportunities for early issue detection and resolution. This oversight might cause widespread problems as the feature expands to a larger user base. To prevent this, implement robust monitoring tools right from the start to track performance metrics and gather user feedback. Regularly review this data to make well-informed decisions about continuing with the rollout phases.

โš ๏ธ Rushing the rollout phase

Rushing the rollout phase can cause unresolved issues to affect a larger user base, potentially damaging user trust and satisfaction. To mitigate this risk, allocate sufficient time between phases to thoroughly analyze data, resolve any issues, and implement necessary improvements. Confirm stability and optimal performance in each phase before expanding the user base.

โš ๏ธ Ignoring rollback plans

Neglecting to prepare a backup and rollback plan can result in prolonged downtime and significant disruption for users if new features introduce critical issues. To mitigate these risks, develop and thoroughly test a robust rollback strategy before initiating the rollout. Ensure your team is ready to revert to the previous stable version swiftly, if necessary, to minimize user impact.

Example

Percentage launch

Objective

Introduce a new โ€œInstant Bookingโ€ feature that allows users to book properties instantly without waiting for host approval.

Initial user group: Start with a small subset of users, such as 5% of new users in a specific region (e.g., New York).

Rollout plan:

  • Phase 1: 5% of new users in New York.
  • Phase 2: 10% of new users in New York and expand to existing users.
  • Phase 3: 25% of users in New York and expand to additional regions.
  • Phase 4: 50% of users nationwide.
  • Phase 5: 100% of users nationwide.

Monitoring tools: Set up tools to monitor key metrics such as booking completion rates, user feedback, page load times, error rates, and user engagement.

Backup and Rollback Plan: Develop a plan to disable the โ€œInstant Bookingโ€ feature and revert to the traditional booking method if critical issues arise.

Disclaimer: This example is a hypothetical scenario created to illustrate the Percentage Launch process. The details, strategies, and outcomes are fictional and intended for demonstration purposes only. Please adapt these concepts to your specific context and requirements.

โœ๏ธ Note from the author

Percentage Launch, or phased rollout, is a valuable strategy that helps manage risk and improve product quality by gradually introducing new features to your user base. The approach outlined on this page is designed to give you a clear understanding of how to structure and execute a Percentage Launch, highlighting key steps, benefits, and common pitfalls. However, itโ€™s important to note that the specifics of implementing this strategy will vary depending on your resources, tools, and the nature of your product. My intent is to provide a foundational framework that you can adapt to your unique situation. Whether youโ€™re just starting or refining your approach, I hope this page serves as a helpful guide to making your product launches smoother and more successful.

Tolgay B.

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๐Ÿ‘Œ User Acceptance Tests

User Acceptance Tests (UAT) are the phase where actual users test the product in real-world scenarios to ensure it meets defined requirements and business needs. UAT is crucial for validating that the product performs as expected and provides a user-friendly experience.

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