The Forrester New Wave™: Feature Management And Experimentation, Q2 2021

Software has zero margin for error in today’s digital world. Modern consumers have grown
accustomed to tailored experiences and instant gratification, and are comfortable quickly switching to competitors that better serve their needs. With most if not all critical touchpoints and transactions taking place online, applications must be highly performant and individually relevant in order to attract and retain customers. In turn, each application feature must be assessed by its impact on both performance and business objectives.
Succeeding in this reality requires an approach to software development that affords engineers the safety to move fast and generates the data-driven insights they need to build better. Speed and risk mitigation must work together to reduce the time to market for new features while protecting the user experience. Every product decision must be backed by data to determine which features maximize positive impact. A software development team’s ability to master these requirements is often the difference between shelfware and innovation.
Adopting this approach entails big process changes and an even bigger cultural shift towards software development as an outcome, rather than an output. Two core elements in driving these changes are feature flagging and experimentation. The Feature Delivery Lifecycle shown below provides:
• A framework for how software development teams can fully leverage feature flagging and
• Criteria every enterprise must prioritize when evaluating a Feature Management and
Experimentation product, according to Split

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