Sometimes a product has too many features. Some are outdated. Others are hardly used. That’s when it’s time for a feature sunset. Sounds fancy, but it’s really just a nice way to say: We’re turning it off.
But don’t panic! There’s a smart and simple way to manage this process. It’s called the Feature Sunset Playbook. And it has three key steps:
- Communicate
- Migrate
- Retire
This playbook helps product managers, developers, customer teams—everyone—to stay on the same page. Let’s dive in!
Step 1: Communicate
This is where it all begins. Before you can turn anything off, you’ve got to talk about it. Loud and clear.
Let users know:
- What is being sunset?
- Why is it going away?
- When is it happening?
Use multiple channels to spread the word:
- Email announcements
- In-app messages
- Updates on your website or status page
- Social media, if relevant
Keep the language simple, friendly, and honest. No jargon. No spin. Just good ol’ transparency.
Bad communication leads to:
- Frustrated users
- Support tickets piling up
- Loss of trust
Good communication builds credibility. It shows your users that you care about their experience.
Pro Tip:
Give plenty of notice. At least 30–60 days, depending on how big the feature is. More if it’s connected to complex workflows.
Step 2: Migrate
Now that your users know what’s happening, help them move to something better. Or at least something that still works.
This step is all about support and guidance. Don’t just leave users hanging!
Offer clear migration options.
- A replacement feature or tool
- A temporary workaround
- An integration with another service
Make the transition as smooth as butter. Some ways to do that:
- Create step-by-step guides
- Host live Q&A sessions
- Record video tutorials
- Set up 1:1 help for key accounts
Think about automation. Can you automatically move users to the new feature? If yes—do it! But only if it’s safe and won’t break their flow.
Users love it when:
- They feel heard
- They understand the benefits of the change
- They get help when needed
Don’t just say “We’re removing this…”—show them what they’re gaining instead. Frame it like an upgrade. Because it usually is!
Step 3: Retire
It’s time. The feature has served its purpose. Now it’s time to say goodbye.
Retiring means actually removing the feature from your product. It should no longer be accessible or supported. But it should be done gently and properly.
Things to do at this stage:
- Update documentation to remove all mentions of the feature
- Make sure your support team knows it’s gone
- Celebrate with your team — one less legacy system to worry about!
You don’t want ghost buttons or broken links floating around. Do a product audit after retirement to make sure it’s really gone.
Don’t forget the data!
If the feature collected or stored data, make a plan. You may need to:
- Export it to users
- Archive it securely
- Delete it responsibly
Data is valuable. Treat it with care, even if the feature is going in the trash.
Bonus Step: Reflect & Document
Okay, feature retired. Time to… take a deep breath. Then, look back and learn.
Run a quick retrospective:
- What went well?
- What was tricky?
- What would we do differently next time?
Document the whole process for internal use. This helps your future self (and your teammates!) handle the next sunset even better.
You can even keep a shared “Sunset Log.” Makes planning smoother and helps spot patterns over time.
Here are some questions to ask:
- How many users were affected?
- How many migrated successfully?
- Did support ticket volume go up or down?
- Did users find value in the replacement?
Your answers will guide your next sunset project—or your next product update!
Why Sunsetting Matters
Sunsetting isn’t about taking something away. It’s about making room for something better.
Old features take up resources. They add technical debt. They confuse new users.
By removing them the right way, you:
- Keep your product clean and focused
- Reduce bugs and maintenance work
- Make space for innovation
Plus, sunset done well shows your users that you value their time. You respect their work. You care about quality.
Let’s Recap
The Feature Sunset Playbook has three big moves:
- Communicate: Be clear, be early, and be kind.
- Migrate: Help users move. Make it easy and rewarding.
- Retire: Remove carefully. Clean up loose ends.
Add a reflection moment at the end. Learn from it. Document it. Improve next time.
Final Thoughts
Features come and go. That’s the life of a product.
What matters is how you handle those changes. A thoughtful sunset builds trust, encourages growth, and keeps your product healthy.
Follow the Playbook. Play it smart. Keep your users part of the journey.
And when that last old button disappears from your UI? Give yourself (and your team) a high five. You’ve earned it.
