Growth teams can play a pivotal role in evaluating the appeal of planned new features by experimenting with offering customers prototypes or beta versions. New features should be road tested with a very small percentage of users, as these experiments create rafts of data that help companies refine new features before making them widely available. While the product teams in most organizations are responsible for designing new features, the growth team will undoubtedly come up with new feature ideas for the product team to try from the constant surveying and data analysis they conduct.
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