PostHog · Execution · Mid · 45 to 60 minutes

How should PostHog launch a new feature?

PostHog is a product analytics platform that helps software teams understand user behavior and build better products. Answer this product management case and get it graded line by line against a weighted rubric.

rollout strategy
experimentation
risk management
metrics
prioritization

The situation

Your Head of Product asks you to recommend how PostHog should introduce a promising new feature. The idea is exciting because standout features can become a meaningful source of user value and product differentiation, and the team believes this one has that potential. The challenge is that the feature is still early. It works in a basic form, but the team does not yet know how reliably it performs across different customer setups, how intuitive it is for people who did not build it, or what level of support and documentation it will need. Some teammates want to put it in front of all users quickly to maximize learning and momentum. Others worry that a rough first impression could create churn, support burden, and distrust. You are the PM for this area. Recommend a launch approach that helps the team learn quickly without creating avoidable risk, and explain how you would decide whether to expand access, pause, or change course.

What to produce

Write a 1 to 2 page launch recommendation memo.

Your answer must

State the main goal of the launch plan and the key uncertainties that must be reduced before broad exposure.
Recommend a sequence for exposing the feature to users, with clear rationale for who should see it first and why.
Define what feedback and data you would collect at each phase, including both qualitative and quantitative signals.
Specify decision gates for expanding, iterating, pausing, or stopping the rollout.
Include the operational work needed for the launch, such as documentation, support readiness, monitoring, and communication.

Constraints

Work only from the information in the prompt, do not assume detailed customer segments, historical benchmarks, or feature performance data.
Your recommendation must fit a small, fast-moving product team and the existing PostHog product experience.
You are deciding the launch process, not redesigning the feature itself.

Format

Use simple sections such as objective, launch approach, phases, metrics and gates, and risks.

How PostHog actually played it

The post compares PostHog's feature process with how Spotify built Discover Weekly: inspiration, an internal MVP, internal testing, a limited rollout, then iteration and launch. It draws takeaways on why staged rollouts work. A clear walk through a well known launch path.

Dogfood an internal MVP before any external exposure
Roll out to a limited group and iterate before the full launch
Staged launches reduce risk and produce better learning

Built from How Spotify (and PostHog) build successful features by Ian Vanagas.