I personally believe our world, especially with so many feature rich products, is getting more complex every day. So, when I hear about simplifying products by removing features, I certainly applaud the action. However, there is a right way and a wrong way of managing features, especially when these features are already been introduced to the field and are in use by your customers.
Today, Netflix announced a removal of a key feature (at least it is key to me): multiple profiles per account. This valuable feature allows us to maintain several queues, one for each member of our household. For whatever the reason, Netflix has decided to remove this feature, and their FAQ is below. Note that Netflix is not providing any explanation, or an alternative to allow for an easy transition.
Jeff Lash of How To Be A Good Product Manager has a well written article on how to address feature removal from your product: Do not be afraid to remove features. Looking at Twitter traffic on this topic, Netflix product manager should be reading Jeff’s blog and revisiting this decision.
Should features be removed, and products be simplified? Absolutely! However, before one goes crazy over removing existing features, there needs to be a cost/benefit analysis and a good plan to handle the migration issues.
We will be eliminating Profiles, the feature that allowed you to set up separate DVD Queues under one account.
When? Profiles will be eliminated on September 1, 2008.
Why? While it may be disappointing to see this feature go away, this change will help us to continue to improve the Netflix website for all our customers.
Do I need to do anything? Consider moving all DVD titles in your Profiles Queues to your main account Queue. To do so, log-in and visit this page
How will this impact my account? On September 1, 2008:
- All DVDs currently at home or in transit will be associated with the main account Queue
- All Profiles rental history will be added into the main account rental history
- Your additional Profile Queues will be eliminated. If you would like to keep a copy of each
- Profile Queue we recommend that you print them out
- Prior to Profiles going away, we will also email you a copy of your Profile Queues
- Profiles movie ratings and Profiles Friends connections will no longer be available
- You will not be able to transfer your Profiles data to a separate new account
- You will be able to set a maturity filter on the main account
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