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 Some are outdated.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:
This playbook helps product managers, developers, customer teams—everyone—to stay on the same page. Let’s dive in!
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:
Use multiple channels to spread the word:
Keep the language simple, friendly, and honest. No jargon. No spin. Just good ol’ transparency.
Bad communication leads to:
Good communication builds credibility. It shows your users that you care about their experience.
Give plenty of notice. At least 30–60 days, depending on how big the feature is. More if it’s connected to complex workflows.
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.
Make the transition as smooth as butter. Some ways to do that:
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.
Don’t just say “We’re removing this…”—show them what they’re gaining instead. Frame it like an upgrade. Because it usually is!
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.
You don’t want ghost buttons or broken links floating around. Do a product audit after retirement to make sure it’s really gone.
If the feature collected or stored data, make a plan. You may need to:
Data is valuable. Treat it with care, even if the feature is going in the trash.
Okay, feature retired. Time to… take a deep breath. Then, look back and learn.
Run a quick retrospective:
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.
Your answers will guide your next sunset project—or your next product update!
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:
Plus, sunset done well shows your users that you value their time. You respect their work. You care about quality.
The Feature Sunset Playbook has three big moves:
Add a reflection moment at the end. Learn from it. Document it. Improve next time.
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.