Don’t piss off your power users

I’m one of those weirdos that listens to podcasts at twice the normal speed. I do this because I listen to hours of podcasts a week, and I consume them more quickly this way.

I use Apple’s Podcasts app to listen on my iPhone. When I recently upgraded my iPhone to the beta of iOS 14.3, I was surprised to find this 2x playback feature broken. No matter what setting I chose, podcasts would play at regular speed.


Needless to say, I was quite disappointed. This bug effectively cut my listening efficiency in half. Plus, suddenly everyone seemed to speak s-o s-l-o-w-l-y.

While this was a bug, and Apple did fix it a few days ago, let’s imagine it wasn’t. What if Apple decided to remove this feature intentionally? After all, most people listen to podcasts at normal speed. Those weirdos like me are just the small minority of outlier users. Apple needs to focus on the mainstream, right?

Not quite.

Power users are free advertising. They laud your product to others. They email you feedback at 3AM. They buy a lot of your products. They’re a small minority of your user base but wield an outsized level of influence over the success of your product.

The 2x playback feature is an example of a power user feature. It’s something most people don’t use. But of those that do, chances are they’re fairly serious about podcast consumption. Take a feature like this away intentionally, and those users will, at minimum, likely complain loudly and switch quickly to another podcast app.

The moral of this anecdote: when looking at features to add, extend, or remove from your product, don’t just look at how frequently the feature is used. Also look at the broader behaviors of the users using that feature, including level of engagement. If you have a small group of users enthusiastically using a feature, don’t take it away. You’ll just piss them off.

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