What is a Feature Factory?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

1 minutes

Product Management

A Feature Factory is a term used in product management to describe an approach where a company focuses solely on pushing out new features without considering their quality or value to the customer. It refers to a high quantity, low-quality development process that churns out features at a rapid pace.


  • Company X releases a new version of their mobile app every week, but most of the features are buggy or irrelevant to the users.
  • Team Y is under pressure to deliver a certain number of features every month, resulting in rushed development and poor user experience.


While the concept of a Feature Factory may seem appealing initially, it often leads to negative outcomes in the long run. Prioritizing quantity over quality can result in a product that lacks usability, stability, and fails to meet customer needs. It can lead to dissatisfied users, increased support requests, and ultimately, a decline in customer loyalty.

How to Use It

To avoid falling into the trap of becoming a Feature Factory, product managers should focus on maintaining a balance between feature development and quality:

  1. Define a clear product vision: Understand the long-term goals of the product and align feature development with that vision.
  2. Prioritize customer needs: Identify and prioritize the most important features based on customer feedback, user research, and market analysis.
  3. Implement agile methodologies: Embrace agile practices such as iterative development, continuous delivery, and regular feedback loops to ensure the right features are being built.
  4. Invest in quality assurance: Allocate sufficient time and resources for testing and quality assurance to prevent software defects and improve user experience.
  5. Measure and analyze: Continuously monitor the impact of new features, collect user feedback, and analyze data to make data-driven decisions for future development.

Useful Tips

  • Foster a culture of quality: Encourage the development team to take ownership of the quality of the features they build by emphasizing the importance of user satisfaction and long-term success.
  • Iterate and improve: Regularly revisit and enhance existing features based on user feedback and evolving market trends rather than solely focusing on new feature development.
  • Involve stakeholders: Collaborate with cross-functional teams, including designers, engineers, and customer support, to ensure a holistic approach to feature development.


A Feature Factory is a term used to describe a product development organization that focuses solely on shipping new features quickly, often at the expense of quality or long-term sustainability.
It is called a Feature Factory because the primary goal is to produce a high volume of features as if they were on an assembly line, without considering their overall impact or value.
Characteristics of a Feature Factory include prioritizing speed over quality, minimal user feedback or validation, lack of strategic product vision, and a focus on individual feature output rather than overall product success.
The drawbacks of a Feature Factory approach include technical debt accumulation, decreased customer satisfaction, lack of innovation, and potential burnout among product teams.
A Feature Factory often sacrifices product quality due to the rush to ship new features quickly, resulting in bugs, usability issues, and a less stable overall product.
The alternative to a Feature Factory is a more balanced and strategic approach to product development, focusing on quality, user feedback, innovation, and long-term product success.
Transitioning from a Feature Factory requires a shift in mindset, prioritizing quality over quantity, involving customers in the development process, fostering a culture of innovation, and setting a clear product vision.
Product management plays a crucial role in combating the Feature Factory mentality by advocating for a balanced approach, prioritizing customer needs, setting strategic product goals, and ensuring cross-functional collaboration.
Signs that a company is operating as a Feature Factory include a constant focus on shipping new features, little time allocated for bug fixes or technical debt, lack of user research or validation, and a disconnect between product decisions and overall business goals.
A Feature Factory can lead to increased stress and burnout among product teams due to the pressure to constantly deliver new features without considering the impact on their work-life balance.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use It
  4. Useful Tips
  5. Related Terms

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Ruben Buijs

Founder & Digital Consultant