Targeted rollouts makes releasing features safer by providing the ability to gradually roll out a feature to multiple audiences and environments with different rollout percentages and different configuration settings. This offers more flexible ways to release features including the ability to target rollouts by audience attributes including geography and pricing tiers. In this session, you’ll learn how to use targeted rollouts in Optimizely Full Stack with practical use cases.

1. Introducing Targeted Rollouts
Managing your release with audience targeting
Kris McKee
Senior Product Manager
Optimizely

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Housekeeping

3. Separate code deployment from feature enablement to drive rapid
iteration on digital products
Feature management enables control over releases

4. Benefits of a robust feature management system
Innovate faster
by releasing new features
to customers more
frequently, getting
feedback, and iterating
Scale experimentation
by integrating feature
management natively with
experiments and making
every release an
experiment
Mitigate launch risk
by increasing control and
flexibility for every team
member

5. Feature Flagging
Create Features in Optimizely to enable
feature release without a code deploy
everybody

6. Feature Rollouts
Gradually roll out a feature for a
specified audience to monitor
impact on performance and
business metrics

7. Feature Flagging
for an Audience
Create Features in Optimizely to enable
feature release for a specified audience
without a code deploy

8. Targeted Rollouts
Gradually roll out a feature for
several different audiences to
differing rollout percentages to
monitor impact on performance and
business metrics

9. Feature
Configuration
Instrument features with variables,
or parameters that can be
configured remotely, and without a
code deploy

10. Feature Configuration
by Audience, by
Environment
Instrument features with variables
that can be configured per
audience or environment and
without a code deploy

11. Trunk-based development
Develop features concurrently by
implementing flags set to “off”. Deploy to
master at any time while avoiding merge
conflicts.
Canary Releases
Use a flag to send a small percentage of traffic
to a new build of your application to discovery
any unforeseen issues prior to rolling out to all
users.
Beta or Exclusive Access
Give business users the power to grant
exclusive access to new features or beta
programs for your best customers or
prospects in a sales cycle.
Kill Switch
With feature flags, you can quickly turn off
problem features without rolling back an entire
release.
Dark Launches
Deploy features behind “off” flags, then give
marketers or PMs the ability to turn on the
feature independent of a new deploy.
Remote Configuration
Add parameterized variables to feature flags to
update features in real time, without a code
push or app update. Variables can also be
used to A/B test variations of features.
Use Cases for Feature Management with Optimizely

12. Ultimate control during complex
beta releases
Want to run several rounds of beta launches to
gather feedback from different types of
customers? Targeted Rollouts supports as many
beta audience groups as needed for complete
control during the most complex releases
Offer different experiences for
multiple end-user properties
Do you have multiple customer sites that you
would like to manage with one release? Use our
environment capability to control audience-specific
rollouts by environment or property
User variables by audience or
environment
Add parameterized variables to feature flags by
audience and by environment, to update features
in real time, without a code push or app update.
This provides the ultimate control of priority
variables
Launch feature by customer tiers
or permission level
Provide a different experience for your premier or
corporate customers and manage roll out by tier
independently, all without a code redeploy
Additional Use Cases for Feature Management with
Targeted Rollouts

13. Use Case #1: Managing a complex beta process
● An international B2B SaaS company,
ingrained into the tech stacks of
hundreds of customers
● Releasing a foundational new release
that requires data migration for each
customer
● To manage migration complications,
customers will be migrated one-by-one
initially, then by group

14. Use Case #1: Managing a
complex beta process
Ultimate control during complex beta
releases
Want to run several rounds of beta launches to gather
feedback from different types of customers? Targeted
Rollouts supports as many beta audience groups as needed
for complete control during the most complex releases

15. Use Case #2: Multiple end-user properties
● An international clothing retailer
with several brands targeting
different price points and
demographics
● Managing a rollout to the
homepage of all of their sites
with one release
● Ongoing updates to be
managed by PM, without a code
redeploy

16. Use Case #2: Multiple end-user
properties
Offer different experiences for multiple
end-user properties
Do you have multiple customer sites that you would like to
manage with one release? Use our environment capability to
control audience-specific rollouts by environment or property

17. ● An international bike share
company, with presence in 10+ US
markets, and five international cities
● Managing response to COVID-19
requires awareness of constantly
changing local regulations
● Latest release pushes reminders to
customers of requirements in their
local market
● Ongoing updates to be managed by
PM, without a code redeploy
Use Case #3: Single release
regulatory updates, by market

18. Use Case #3: Single release
regulatory updates, by market
User variables by audience or
environment
Add parameterized variables to feature flags by audience
and by environment, to update features in real time, without
a code push or app update. This provides the ultimate
control of priority variables

19. Use Case #4: Product release to multiple customer
pricing tiers
● An international cloud-based
B2B software company offering
CRM solutions
● Launching an upgraded
analytics feature that will have a
different experience by market
and for each customer tier
● Ongoing updates to be
managed by PM, without a
code redeploy

20. Launch feature by customer tiers or
permission level
Provide a different experience for your premier or corporate
customers and manage roll out by tier independently, all
without a code redeploy
Use Case #4: Progressively release
to multiple customer pricing tiers

21. So, when can you get your hands on
Targeted Rollouts?
Questions?
Give me a ping at @kris.mckee on Slack or
kris.mckee@optimizely.com
All newly created Rollouts accounts from today onward will benefit from
Targeted Rollouts starting today!
👉 Sign-up for Rollouts account by clicking the banner on the right
We will be rolling Targeted Rollouts out to existing accounts over the next
several weeks

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