As products evolve, teams often face the decision to retire certain features. Whether driven by technical constraints, low usage, or strategic pivots, feature sunsets can stir up a mix of reactions from users. However, when communicated effectively, feature deprecation doesn’t have to anger users — in fact, it can foster trust and appreciation. Smart, transparent, and timely communication around feature sunsets is something users not only tolerate but increasingly appreciate.
Why Feature Sunset Communication Matters
In the fast-moving world of software and digital products, change is constant. New features launch, old ones fade into obsolescence. But telling users, “We’re removing something you might still be using,” isn’t an easy message to deliver. Without empathy and clarity, a feature sunset can feel like a gut-punch rather than a step forward.
Feature sunset communication — sometimes referred to as deprecation notices or product update announcements — plays a pivotal role in shaping users’ perception of a brand. Poorly managed sunsets can result in confusion, interrupted workflows, and even lost business. On the other hand, well-executed communications can lead to better product understanding and stronger loyalty.
What Makes Feature Sunset Comms Appreciated
There are several elements that can turn what might seem like bad news into an appreciated, even welcomed, part of a product lifecycle. Here’s what users tend to value the most in feature sunset communications:
1. Advance Notice
Timing is everything. One of the things users appreciate the most is having time to react to changes. Whether it’s finding a workaround, learning how to use an alternative feature, or updating internal processes, giving users notice ahead of the sunset date is crucial. Industry standard is at least 30 days, but longer notice periods are often welcomed for major changes.
2. Clear Rationale
Users want transparency. Why has a feature been removed? Was it underused, too costly to maintain, or part of a broader shift in strategy? When companies provide a clear and honest reason for depreciation, it signals respect and trust. It helps users understand the “why” rather than feel blindsided.
3. Alternatives or Workarounds
Just saying what’s going away isn’t enough. Users appreciate knowing what’s replacing a deprecated feature or how they can achieve the same outcome in a different way. Offering alternative paths shows that the company isn’t abandoning its users but evolving thoughtfully.
4. Multi-Channel Communication
Not everyone checks email religiously, and in-product notifications can be missed too. Effective feature sunset communication strategies use multiple channels:
- Email updates
- In-app alerts or banners
- Help center articles
- Blog posts or newsletters
- Webinars or product demo sessions
Using multi-channel communication ensures the message is seen and absorbed by a range of user personas and technical proficiency levels.
Real-World Examples of Appreciated Sunset Comms
Let’s look at brands that handled feature deprecation thoughtfully and earned user appreciation instead of backlash:
Slack – Threaded Conversations Overhaul
When Slack revamped its approach to threaded messages, it phased out old threading mechanics and introduced a new, more flexible format. Slack gave users a roadmap, offered previews, and gathered feedback months before the change took full effect. The transparency and involvement turned what could have been an unwelcome update into a user-guided transition.
Google – Gmail’s Old Interface Retirement
When Google rolled out its newer Gmail interface, the older Classic Gmail version was eventually retired. Users received notices months in advance, saw in-product prompts with the opportunity to test the new version, and had access to full documentation highlighting what’s changed. While some grumbled, many appreciated the heads-up and the gradual rollout that allowed adjustment.
Atlassian – Confluence Legacy Editor Sunset
Atlassian communicated the sunset of its legacy Confluence editor by offering a detailed deprecation timeline and rolling out an updated editing experience. They published Help articles, hosted live webinars, and had continuous UI prompts. Users appreciated this all-hands-on-deck effort to include them in the transition process.
Crafting Sunset Comms That Users Will Thank You For
If you’re managing a product and staring down a feature sunset, there’s a blueprint for preserving your customer goodwill. Here’s a checklist to guide your communication strategy:
- Identify affected users. Segment and target communication to avoid flooding unaffected accounts.
- Provide a timeline. Include critical dates like announcement, transition, and sunset milestones.
- Communicate the “why.” Be transparent about your decision-making.
- Offer solutions. Whether it’s an alternative feature or tips for transition, empower users to adapt.
- Follow up. After the sunset, check in. Gauge impact, gather feedback, and keep lines of communication open.
Doing this makes users feel like partners, not casualties, in your product’s evolution.
The Emotional Impact — Users Feel Heard
The number one emotional driver of positive user experience during a feature sunset is the feeling of being heard and respected. Clear and consistent communication mitigates anger and confusion. Even when users don’t agree with the decision, they tend to understand and appreciate it when the process feels intentional and collaborative.
Contrast that with the sudden disappearance of a common feature without notice, and it becomes clear just how valuable thoughtful communication can be. When businesses treat users as stakeholders, communication stops being a formality and becomes a bridge of trust.
When Companies Get It Wrong
Of course, not all feature sunsets go well. Several companies have faced criticism due to these common missteps:
- Sudden removal without warning: Users open the platform one day to find a key feature gone — data lost, workflows broken.
- Poor documentation about changes: Leaving questions unanswered creates a knowledge vacuum filled with frustration.
- Ignoring user feedback: Failing to solicit or respond to feedback paints a picture of indifference.
Companies that’ve stumbled during deprecation events often learn that communication, or the lack thereof, is the fulcrum that makes or breaks the experience.
Sunset Communication as a Trust Opportunity
Far from just ticking a box, communicating feature sunsets is a golden opportunity to enhance user trust. Users want to know that their favorite products aren’t just changing at random. They want to know that change happens for a reason, with their needs in mind.
When users feel like product teams are proactively guiding them through transitions, rather than pushing them off a cliff, they become more likely to stick around — even excited for what’s next.
Conclusion
Sunsetting a feature doesn’t have to be a PR disaster. With the right communication, it can be a moment to reinforce your brand’s commitment to user experience, innovation, and transparency. The hallmarks of appreciated communication — advance notice, clear rationale, alternatives, and a human tone — are within every company’s reach.
In fact, well-handled feature sunsets can serve as a catalyst for deeper user engagement and stronger customer loyalty. So the next time your team considers removing a feature, remember: how you communicate it can make all the difference.
