The Ugly Truth about Feature Creep: Survival Guide with Real-Life Examples
Navigate the perils of feature creep, feature fatigue, and feature overload with this ultimate guide on foolproof strategies to keep your product lean and user-centric.
"What if we create a product with lots of cool features that solve all our users’ problems? An all-in-one solution. A one-stop-shop kinda thing. They won't have to go to any other places. Trust me, people will thank us while paying for a subscription. Think big!"
– Founder of a statistic startup (aka failed startup)
While it's a whole other story of what happens when you widen your audience and create an all-in-one solution, this one is limited to just the features.
Specifically, the effects of too many features on your product. And your users. And your team.
Welcome to another article in the startup noob series.
This one talks about one of the leading causes that kill products – Feature Creep.
It's easy to fall into the trap of thinking that more features equal more value.
But this treacherous path only leaves your users biting off more than they can chew.
And it all starts with shipping out ‘just one more’ feature.
Let’s explore what one more feature does to your lineup – introducing feature creep.
Feature Creep: The Slow Boil 🥵
Definition
Feature creep involves gradually adding features beyond the original project scope.
And that's why it's also called scope creep.
This is often done without proper alignment with core objectives, eventually causing a bloated product.
The slippery slope of the feature creep leads your product to the infamous 'complicated to use' tag.
And so, anything not adding to a positive product experience or the core value proposition contributes to feature creep.
Once you realize the nature of feature creep, you’ll not find it limited to just the features.
You’ll notice overwhelming messaging on the website, social platforms, emails, basically everywhere…
But all's not bad. At least not initially.
The backdrop of a feature creep starts with the best intentions.
How does Feature Creep Happen?
Customer Demand
“So, I talked to our user, and they said if we add these features, they’ll definitely purchase a subscription.”
"We should listen to that user and create the said feature."
"Well, if he’s gonna pay…”
The customer is always right, right?
Naa… Not always.
Especially if they don’t fit your target audience profile.
And even those who do fit the bill, you can’t always take their suggestions. The user request should align with your core vision and make business sense.
You can start by understanding the actual problem the user is trying to solve.
PRO TIP: The best feedback comes from paid users and not all subscribers (including free users). Even from that group, the input from the newest paid users is more valuable. That's because you keep refining your strategic vision as you grow, and this new group is best aligned.
Team Enthusiasm (and Intuition)
Anton Ego from Ratatouille once said, 'Not everyone can share great ideas, but a great idea* can come from anywhere.'
The *asterisk represents ideas backed by proper research.
PRO TIP: Build a culture of research and testing the hypothesis. Intuition is the enemy of data. And data is king!
Competitive Pressure (and FOMO that comes with it)
"Our competitor added this new feature, and it’s really cool.”
"I feel we should, too, or we’re potentially leaving money on the table for them.”
"Yeah, definitely. Their last one was a hit, too; we can’t miss this one.”
Here's a classic example of how peer pressure can lead to silly product decisions.
Seeing rivals push out feature after feature forces you to do the same without a strategy.
It stems from the fear of missing out on the glory if you don't include that 'one more thing.'
Soon, you're left with a bulky, commoditized product that users will ignore.
Consequence of Feature Creep
User Churn
When the user sees a lot of features that they don’t use, they feel like they aren’t getting their money’s worth. Nobody wants to pay for features they don’t use.
As such, your product’s overall perception of value goes down. And that’s when users might leave.Diluted Vision
It always starts with that one bad feature, and if ignored, it spoils the whole experience. Eventually, the real you and your story get lost.
PRO TIP: Define and stick to your vision when building features. If they don’t match, drop that feature like it’s hot.
Complex User Experience
Too many options only confuse the users. Minimalism FTW!
Even if there’s just one lousy feature, your 5-star product loses a star in reviews.Resource Drain
Naturally, development and maintenance costs will skyrocket. Team burnout will become a theme.
Examples of Feature Creep
Originally celebrated for its electric cars, Tesla began incorporating more tech features like autopilot, in-car gaming, and AI-driven enhancements. Why even?
This distraction from its primary mission has occasionally landed it in hot waters over quality and safety concerns. However, an avid gamer might argue that Witcher 3 is worth it.
Snapchat originally captivated users with its unique disappearing messages.
However, trying to compete with Instagram, it started adding many new features, from augmented reality filters to news channels, that left users feeling overwhelmed and even alienated some of its core base.LinkedIn’s puzzle games are another example. Do these games add to LinkedIn’s core value prop? Not really. So why are they here? Features added without much thought or a clear goal are doomed.
PS: I enjoy playing Queens…
Feature Creep Irony
You might argue that launching new features presents bigger opportunities than threats.
Fair enough! There’s always an opportunity.
But what if it's dipped with an irony that happens to be the hard reality of the game?
And here lies my itch with this.
Users don’t even use all the features.
At best, they’ll use only 15-20% of available features. Again, at best.
Drawing from the Pareto principle, 80% of users use only 20% of these available features.
Using the Pareto principle again, we see that 64% of people use only 4% of the features.
These numbers indicate how most users come for only a small percentage of specific features.
These 4% features are the real money makers.
Yet, we keep diluting the value.
Nobody comes for an all-in-one solution but the solution to one particular problem.
Feature Fatigue: The Weariness 😩
Definition
Feature fatigue occurs when the end-users become overwhelmed with the sheer number of features available.
Instead of being excited by all the possibilities, users get exhausted.
They can't take it anymore.
If lucky, they stick (for a while) to a few features, solving their use case.
Worse, they abandon the product entirely.
And leave you a parting gift of poor reviews.
How does Feature Fatigue Happen?
Though bad UI/UX adds to the plot, it’s essentially the unwanted features that raise the flag.
Imagine opening an app and being bombarded with a ton of information.
That’s cognitive overload in action.
Your first reaction probably is Nope!
A braveheart like yourself might try navigating through this mess before calling it quits.
But if you’re like me, you’re signing out, never to return. And the reviews, of course.
Consequence of Feature Fatigue
User Dissatisfaction
Engagement drops if users have to make extra efforts to sift through unnecessary stuff to find what they need.
And that’s just the problem at your end. Imagine if the users have bad internet.Decreased Adoption
New users may feel intimidated or put off by a complex product, hindering activation efforts.The first impression is the last impression, after all…
Usage Decline
Even loyal users might abandon the product if navigating it becomes a chore.
Examples of Feature Fatigue
Consider Microsoft Office, which evolved from a groundbreaking suite to a labyrinthine mega-tool. The advent of features like Clippy, the animated paperclip assistant jumping on your screen every few minutes, added complexity and annoyed users more than it helped.
Canva is another case of Feature fatigue now. With so many app integrations and AI at the front, there are so many features that it feels like they are shoved in the faces.
And they keep coming up with more. I feel I want only a few of them.Spotify is facing user fatigue as it keeps layering on new features like podcast recommendations, video content, and social sharing options.
Long-time users looking for a simple music-streaming experience often express frustration over the platform's increasingly cluttered interface.When I talk of movies, whenever I hear about a new Fast & Furious movie, my first reaction is, ‘Another one? Aren’t they tired yet?’
You might be a fan, but that series should’ve stopped many movies ago.
Feature Overload: The Avalanche 🗻
Feature overload is the tipping point where the sheer number of features makes the product overly complex and difficult to use.
User experience? What user experience?
Your product is trying to do too much. It no longer feels about solving the user's problems but showing off what it can do.
The fate is pretty much decided—game over (soon)
How does Feature Overload Happen?
Feature overload often results from a lack of clear prioritization over a period.
This lack is not a one-off thing but a series of issues accumulating over time.
It's the product equivalent of hoarding—collecting features without purging what's unnecessary or less valuable.
Consequence of Feature Overload
Steep Learning Curve
Existing users might need help navigating lots of features.
You open the app and feel all these features shoved in your face. It adds to the product friction or -ve Psych.
Users will leave for less.For new users, aim for a low TTV (time to value), which ensures they get value faster after signing up.
PRO TIP: For newly acquired users, you solve one big problem. Don't show your armory; just one big trick. You usually have a 5-minute window, maybe less, to show what you can do. Put your best foot forward.
Performance Issues
An overloaded product can be slower, buggier, and more prone to crashes.
As for the developers, there'll be too many fires to put out. And though it’ll feel alright initially, in the long run, you’ll see burnouts.Burnout
Your teammates will get mentally drained, putting fires out constantly. This is usually followed by them jumping ship.
Example of Feature Overload
The feeling of finding hundreds or thousands of unopened emails in your inbox. Yep, that draining feeling.
This Microsoft Word doc feature set gives me PTSD…
If you think the Microsoft team is a menace, here’s a look at some of the Google apps, such as video conferencing, file sharing, app integrations, and more.
While this makes it a comprehensive tool, users frequently comment on its steep learning curve and the overwhelming number of functionalities, which can be counterproductive in fast-paced work environments.
Slack made its name as a simple, effective workplace communication platform.
However, as it added integrations, automation, and complex settings, users began finding the platform cumbersome and confusing, reducing its usability.
To summarize it all:
Feature creep is the cause,
Feature fatigue is the user reaction, and
Feature overload is the product's overly complex state.
How to Solve the Issue of Feature Creep
Since everything starts with feature creep, solving it will help us navigate all these problems. Easy…
We’ll look at two scenarios.
A common theme for both involves acknowledging the issue. Own it.
There's never been any problems with products that don't know what's wrong with them. And so, acknowledging it is the first step toward navigating the mess.
Avoiding Feature Creep when Starting
Define and Stick to Your Core Vision
Always begin by asking if the feature aligns with your core vision. Your core vision is your North Star, your guiding light in the storm of feature requests.
Every new feature should pass the "alignment test." If it passes, proceed with caution. If not, toss it into the "nice-to-have" bin.
Data-Driven Decisions
Numbers don't lie. Use analytics to find what features genuinely add value. Implement analytics and heatmaps to see which features customers use.
Feature Prioritization Frameworks
Implement readymade frameworks for prioritizing features, like
RICE (Reach, Impact, Confidence, Effort) framework,
MoSCoW (Must have, Should have, Could have, Won't have) framework,
Eisenhower matrix (Urgent/Important).
Customer Feedback Loop
Customer feedback is crucial, but not all feedback is the same.
Balance qualitative insights (like customer testimonials) with quantitative data (like usage metrics) to determine if a feature request is a need or a nice-to-have.
Use the Icebox method to store all non-critical feature requests in an "icebox" for future consideration. It's you saying, "Sure, we'll think about it," but not right now.
MVP Mindset
Aim to iterate your product, keeping releases minimal and impactful. The goal is to launch early and often but never half-baked.
Prioritize User Experience
Focus on how features improve or complicate user interactions. Bad UX makes the best of features rot and gets you bad reviews.
It’s one of the ‘could a 5-year-old do…’ scenarios.Resource Check
Always ask if you have the resources in terms of money, time, and people before green-lighting additional features.
Going for multiple features at a time stretches your team thin.
Dealing with Existing Feature Creep
Here’s how you can get out of quicksand.
User Testing
Conduct usability tests to see which features are actually used and appreciated.
Send users through the gauntlet of your bloated product. Identify which features they find essential and which they'd gladly toss overboard.
It’s like doing a Max Diff Analysis to find the best ranking features. The rest can be pruned.
Feature Pruning
Ruthlessly cut down features that don't add significant value. Nobody will miss them.
Or you can hide them where only few can find.
Refocus
Revisit your original mission. What was your North Star? Has something changed?
If yes, Pivot! Realign your product to this guiding light.
Conclusion
Feature creep, or scope creep, involves gradually adding product features that go beyond the original scope of a project.
Feature fatigue occurs when users become overwhelmed with too many features, leading to dissatisfaction and disengagement.
Feature overload is when the sheer volume of features makes the product overly complex, impairing usability and effectiveness.
All three present unique challenges, but their prevention lies in a unified strategy.
By staying focused on your users, mission, and brand, you can build a feature-rich product that users will value.
Anything that adds to the core value of your product is good. Everything else can go away.
Less is more when quality bids quantity.
Your users don't need a product that can do everything. They need a product that can do the relevant things exceptionally well.
What’s stopping you now?
PS: How can I end this one without one of my all-time favorite songs, Creep by Radiohead? Here’s my favorite version of the song by Korn.
Until next time…