New launches are fun, but don’t forget to promote your existing features

Google emphasizes the importance of analytics in driving product growth, advocating for a scientific method approach that involves identifying growth levers, generating hypotheses, conducting experiments, and analyzing results to inform data-driven decisions. A key strategy is increasing user awareness of existing features that correlate with retention but are underutilized, often by making them more prominent through UI changes or contextual in-app messaging. For example, promoting the "Pitstop" feature in Google Maps during relevant navigation scenarios can enhance its adoption. The process also involves creating multiple entry points for features, like adding tappable icons for weather and sports updates in Google Search, to increase visibility and ease of use. While many companies focus on launching new features, Google stresses the significance of iterating and optimizing existing ones through controlled A/B testing and continuous learning, a practice that can be challenging but ultimately positions companies for innovation and growth.