Great question Hila! Mostly, I approach new features the way I would a new product in a startup. We can often do design prototypes and get user feedback early on before even coding. I also think it’s really important to see what the MVP should look like so that you ship as early as possible to gather quantitative and qualitative data. New features can be A/B tested but in the form of a soft launch. You monitor how the new cohort moves your KPIs and how users engage with the feature or if they drop off. You learn more by getting it out quickly than by working on it until it’s perfect.