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How to log Feature Requests

Below is an internal team post I wrote to help us at do a better job of capturing customer’s feature requests in a way that leads to better product development outcomes.

I’m sharing this publicly because I believe this advice can help other startups and SaaS product companies as well.

When a customer request for a new feature come in, it’s easy to not log it at all (“we’ve heard that one before”) or to log it in a suboptimal way. Here are a few details on how to best capture customer needs and why it matters.

The typical, but unhelpful, way

The most common way feature requests are logged is in a “light” format like this:

  • “ wants feature FOO – [link to ticket]”

While this does provide a list of people to notify if we ever do launch a feature that we happen to call “FOO”, it falls short in many other ways.

This is typically very unhelpful for Product Development or for getting a customer’s needs solved because:

  • Many people have different ideas about what this feature specifically could be.
  • There are different ways a feature could work and this doesn’t give any insight into which way would be best.
  • Frequently there’s a different, better way that their underlying need (use case) could be met instead.

Logging requests in this “light” format may seem at least like a good way to build a notification list, but in reality leads us to building and notifying people about something that turns out not to best solve their core problems.

Similarly, it may seem that this at least gives us a “votes” system to prioritize Product decisions, but in reality there isn’t enough detailed signal in the votes to design a feature we can be confident really helps most of them.

Caveat: Logging a feature request with “email address only” is still better than not logging any at all, because it at least does give us a list of people we can later contact for more information.

The better way

A feature request logging format that is 100 times more helpful is one that includes details of the use case. A use case should include:

  • Who is the user and company, and what’s the user’s role within the company?
  • What situation is causing the user to want this feature? (When did the need start?)
  • In their own words, what do they mean by “feature FOO”?
  • How, specifically, would they use this feature?
  • Really, why do they want this feature? What is the specific use case?
  • What is the business value they’re hoping to achieve because of this feature?

It all really boils down to asking “why?” and then logging in as much detail as possible, in the customer’s own words, the specifics about what they are actually trying to accomplish.

“In the customer’s own words” is really important because it’s easy for us to, in the moment, substitute our own current idea of a solution, when what’s important is logging their actual problem and goals. Having the customer’s own words helps us avoid bias.

How this helps

Demand based Product Development

Having concise but detailed use cases help direct us toward clarity when we try to validate whether a Product Proposal makes sense to move forward with. They help answer:

“Is there really a pattern of consistent use cases that are important enough AND that our specific idea of solution would be a GREAT solution to?”

When logging feature requests, it’s best to assume that, by default, no feature will get developed until there is a set of documented specific use cases with reasons/explanations on why it’s important to that customer and how they would use it.

From a Product Development perspective, it’s important that we pay most attention to the underlying need (demand) rather than customer’s ideas and requests for specific features (supply). (For more about this, there’s a great podcast on the subject).

Design Decisions

Even in times where there’s clear demand in a problem area and many requests for a particular feature, another factor is at play where detailed feature requests with use cases help tremendously.

Often, there are multiple very different ways a feature could work, but without understanding exactly what users are trying to achieve, it’s hard to know which way is better.

Most features which seem clear and straightforward on the surface can go in different directions once you really dig into the nitty gritty UI/UX or technical design. Being able to go back to the core use cases (specific real-world things our customers are trying to do) it helps us quickly and confidently choose a direction.

Who should do this

The Product team takes ultimate responsibility for fleshing out customer use cases and validating solutions with customers.

Anyone who talks with customers, however (especially Support, Success, and Sales), is in a unique position to already have many interactions where feature requests and customer problems come up. It is immensely helpful and valuable for moving the product forward in the right ways if these interactions result in feature requests logged with use cases. We love having the entire company championing customer needs and giving input into Product direction. This is the best way to do that.

At, the best place to log feature requests with uses cases is in our “Feature Requests & Customer Needs” Trello Board. If you’re ever inclined to write a Product Proposal, including a few curated use cases (in the customer’s own words) is useful to supporting the idea.

What do you think? Send me a tweet about how your team captures customer feature requests.

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Don’t punish old trials and former customers

A common pattern in SaaS apps is to allow a free trial period of 2 weeks or 1 month, and then to require a credit card to use it any longer.

Either out of curiosity or out of a genuine need for a tool that some SaaS service is offering, I will often sign up for a free trial soon after learning about it in order to check it out. For a variety of reasons by the time the free trial is up, I’m not ready to purchase.

It could be because I was just poking around. But more often it’s because I got too busy. Or my reason for signing up didn’t stay a high enough priority to be ready to purchase and fully implement some solution. Or maybe because the product just wasn’t far enough developed to satisfy what I was looking for.

What I find happening is that 3, 6, 12, or 18 months later I’ll find myself thinking about this tool. Perhaps the problem that led me to originally check out tools of the service has become more pressing than ever before. Or perhaps I’m fed up with another tool I chose, and am searching again for a better option. Or I’m hoping that the product has evolved more. Or whatever.

When logging back into your previously-created account, what you typically see is something like this:

Your free trial expired. Please enter your credit card to continue.

At this point, it’s far too easy to just close the tab. I’ve done it many times, even when I actually was in need (and willing to purchase) a tool in their category.

Savvy users will email the site’s sales or support team and can usually get a trial extended, but this often takes a few hours, which sucks. When a user gives you enough attention to want to check out your product right now, you should always take advantage of that. It’s too easy for that attention to get lost if you make the user wait.

Similarly some users will just use another email address, which is really bad for understanding your marketing funnel and metrics, and is a bad user experience overall. Plus, this may mean losing whatever progress was made on the first trial.

Let’s stop punishing our older trials.

I always thought this was a bad user experience, but I knew we were guilty of doing the same thing at Not anymore. Now if you login to a trial that has been expired for long enough (i.e. you haven’t checked out the product in a long time), we give you a single click to get started again.

Screenshot 2015-08-04 14.50.22

The same applies for former customers. Once you’ve been around a while, it won’t be uncommon for an early adopter to have churned and then want to give you another shot a year later. We should welcome this!

It’s a super easy change to make and within minutes of pushing this change we already saw its effects pushed to our chat.

Screenshot 2015-08-07 16.53.17

Don’t treat old users worse than new trials!

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