We’re on a mission to enable developers to ship the right features faster.
To achieve our mission, we’re building Reflag based on three product principles:
Developers should spend their time building features and fixing customer issues. Everything else is friction. Feature flagging is a necessary means to an end and we’re making it as frictionless as possible.
The best developer tools integrate effortlessly into the developer’s existing workflows, so the developer can stay in the zone and not context switch between systems all of the time.
In the era of AI, feature flags should be available to coding agents, so the agents autonomously can wrap new features in flags without the need for developers to get involved. This ensures safe rollouts of agent-created code and unlocks fast shipping frequency.
Once feature flags go stale, they should be automatically cleaned up, eliminating the main painpoint with feature flags.
Typical feature flagging tools try to solve multiple use cases that are very different – from ecommerce to SaaS. While A/B experiments may be relevant for funnel optimization in ecommerce, it’s irrelevant in SaaS where you can’t outsource decisions to a machine. Instead, you have to develop a strong product taste.
To go fast, you need the best tool for the job. The way to design such a tool is to make it purpose-built for a specific use case. For example, in SaaS the company entity and its subscription plan is core so the flagging tool has to be based on this core.
Furthermore, the tool should be opinionated. By understanding the use case, the tool can provide workflows that just work and move tedious tasks into automated background tasks. Opinionated tools also understand good defaults and when to offer flexibility.
Sometimes it feels like developers are clocking in at a feature factory. A conveyor belt optimized for output ahead of fixing customer issues and delivering value. Tools and automations have emerged over the past decade to help developers take features from design to release faster than ever. Or to “Done,” as issue trackers call it.
But features aren’t done when they’re deployed. That’s when the customers see them for the first time! It’s the most crucial time in a feature’s lifecycle, and that’s when we drop attention.
Developers are often best suited to address customer issues, but they’re rarely exposed to the feedback or have to jump through multiple systems and custom dashboards to access it.
We’re adding feature adoption and feedback to feature flagging to effortlessly incorporate this into the development process. This enables developers to release a beta feature and rapidly fix customer issues - before releasing to everyone. We’re shortening the feedback loop and providing the context developers need to build the right things faster.