Release
A release is the moment when a new feature becomes visible to users.
It marks the transition from “deployed” to “usable” – technically controlled, strategically important.
For developers: a feature flag.
For decision-makers: a commitment.
For users: a tangible experience.
And for us: a deliberate step that delivers real impact.
Why does it matter?
Releases often happen quietly – but they’re crucial for trust, control, and clarity in product operations.
A release determines what users see – and when.
It gives teams confidence, enables staged rollouts, and protects against surprises.
Carefully planned releases create space for quality – even under pressure.
Deployment vs. Release
Often used interchangeably, but intentionally separate:
- Deployment means the software is technically available (e.g., on a server or in a cluster)
- Release means the feature is active – visible, usable, and productive
Example: Features can be deployed but kept inactive via feature flags.
This allows for precise control – both technically and organizationally.
How we handle releases at RiKuWe
We make a clear distinction between delivery and activation – and coordinate both:
-
Deployment & Preparation
The feature is deployed – but not yet active.
We define when and for whom it will be released. -
Activation & Communication
The feature is activated via feature flags, routing, or config.
Teams are informed, status is documented. -
Monitoring & Rollback
After release, we actively monitor the system.
If needed: targeted rollback, clearly communicated.
A release is more than just code.
It’s a mark of maturity – and trust in the process.
Recommended release strategies
- Staged rollouts: start with internal users, then gradually expand
- Silent releases: feature is live, but without big announcements
- Feature toggles with logging: track what’s active – and when
- Pre-tested rollback plans: hopefully never needed, but always ready
Mindset & experience
We treat releases like product launches – not afterthoughts.
Together with our clients, we make sure new features deliver value, not confusion.
- Clearly documented
- Communicated, not hidden
- Reversible, not final
No cluttered feature-flag chaos.
No last-minute releases.
Just process, quality, and responsibility.
Frequently Asked Questions
What’s the difference between deployment and release?
Deployment means the software is technically available – e.g. on the server. Release means the feature is active and visible. Only the release makes it usable for users.
How can I control releases?
With feature flags, config changes, or smart routing – you can activate features for specific users or at specific times.
What is a staged rollout?
A feature is first released to a small group – like internal users or selected customers. That way, problems can be spotted early before affecting everyone.
What if something goes wrong with a release?
Ideally, you’ll have a rollback plan. Feature flags, version control, and monitoring help detect and react to issues quickly.
When is a release successful?
When the new feature goes live without surprises, is supported by the team, and delivers real value to users – both technically stable and organizationally sound.
Curious how a release would work in your project?
We’ll walk you through it – clearly, calmly, and without jargon.
Get in touch
