Product Operations

Feature Flags

What are Feature Flags?
Definition of Feature Flags
Feature flags empower teams to deploy developed source code changes containing new functionality wrapped behind conditional checks that keep referenced capabilities invisible to users until flags are toggled on remotely. This allows incremental exposures, targeted user testing, graceful rollbacks and kill switches without needing to rebuild apps minimizing prolonged risk exposure spans.

Feature flags, also known as feature toggles, are a powerful tool in the realm of product management and operations. They offer a method of controlling the visibility and availability of certain features in a software product, allowing for more flexible and controlled release strategies. This article will delve into the intricate details of feature flags, their uses, benefits, and how they are implemented in a product management and operations context.

Feature flags are a cornerstone of modern software development methodologies such as Continuous Integration/Continuous Deployment (CI/CD) and DevOps. They allow for a more granular control over feature releases, enabling teams to test new features in production environments, perform A/B testing, and roll back problematic features without having to redeploy the entire application.

Feature Flags: An Overview

A feature flag is a technique in software development that turns certain features on and off during runtime, without changing the code. Feature flags provide a way for developers to hide, enable or disable the features during runtime. This means that you can manage feature's lifecycle without deploying new versions of the software.

Feature flags are implemented as configuration values that can be toggled in a running application. They can be used to control the visibility of features in different environments (e.g., development, staging, production), to different users (e.g., internal users, beta testers, general public), or under different conditions (e.g., load testing, A/B testing).

Types of Feature Flags

There are several types of feature flags, each serving a unique purpose. Release toggles are used to hide features that are not yet ready for production. Experiment toggles are used for A/B testing and can help determine the most effective implementation of a feature. Ops toggles are used to control operational aspects of the system's behavior, such as circuit breakers or maintenance modes.

Permissioning toggles control access to certain features based on user permissions. This can be useful for features that are only available to premium or authenticated users. Lastly, kill switches are a type of ops toggle used to turn off a feature or functionality in case of an emergency or failure.

Benefits of Using Feature Flags

Feature flags offer numerous benefits in the realm of product management and operations. One of the primary benefits is the ability to separate feature deployment from feature release. This means that new features can be deployed to production as hidden by default, and then gradually exposed to more users over time. This can significantly reduce the risk associated with deploying new features.

Feature flags also enable A/B testing in production. By exposing different versions of a feature to different user groups, teams can gather data on how each version performs in the real world. This can inform decisions about which version to roll out to all users. Additionally, if a new feature causes issues in production, it can be quickly disabled using its feature flag, without needing to roll back the entire deployment.

Reduced Risk

Feature flags reduce the risk associated with releasing new features. By deploying features as hidden by default, teams can test new features in the production environment without exposing them to end users. If any issues are discovered, the feature can be disabled without affecting the rest of the application.

Furthermore, feature flags enable canary releases, where new features are gradually rolled out to a small percentage of users. This allows teams to monitor the impact of a new feature on system load and performance, as well as gather user feedback, before rolling it out to all users.

Increased Flexibility

Feature flags increase the flexibility of release processes. With feature flags, teams can control exactly when and to whom a feature is released. This can be particularly useful for coordinating marketing efforts with feature releases, or for releasing features to certain users or user groups before others.

Additionally, feature flags can be used to create customizable user experiences. By toggling different combinations of feature flags, teams can create multiple versions of their application for different user groups. This can be particularly useful for SaaS products that offer different tiers of features.

Implementing Feature Flags

Implementing feature flags involves adding conditional statements to your code that control whether a feature is visible or not. These conditions check the value of a feature flag, which can be set in the application's configuration or retrieved from a feature flag management service.

While it's possible to implement feature flags directly in your code, it's often more manageable to use a feature flag management service. These services provide a central location for managing feature flags, as well as additional features like user targeting, A/B testing, and analytics.

Feature Flag Management Services

There are several feature flag management services available, each with their own strengths and weaknesses. Some popular options include LaunchDarkly, Split, and Flagsmith. These services provide a user-friendly interface for managing feature flags, as well as advanced features like user segmentation, A/B testing, and analytics.

When choosing a feature flag management service, it's important to consider factors like ease of use, integration with your tech stack, pricing, and the level of support provided. It's also worth considering whether you need any advanced features, such as A/B testing or user segmentation.

Best Practices for Implementing Feature Flags

When implementing feature flags, it's important to follow best practices to avoid common pitfalls. One key best practice is to always have a plan for removing each feature flag once its feature has been fully released. This helps to prevent your codebase from becoming cluttered with old feature flags.

Another best practice is to use feature flags sparingly and for short-lived features. While feature flags can be a powerful tool, they also add complexity to your code. Using too many feature flags, or leaving them in place for too long, can make your code harder to understand and maintain.


In conclusion, feature flags are a powerful tool for managing the release of new features in a controlled and flexible way. They offer numerous benefits, including reduced risk, increased flexibility, and the ability to perform A/B testing in production. However, they also add complexity to your code and should be used sparingly and with care.

Whether you're a product manager, a developer, or an operations engineer, understanding and effectively using feature flags can be a key factor in your team's success. By following the best practices outlined in this article, you can leverage the power of feature flags to deliver better software, faster and with less risk.