Organisations developing a digital solution face many decisions along the way. Decisions about functionality, technology, and design, but also about the priorities and order in which features are delivered. A question that often arises is when a solution is 'ready' to go live.
Going live is often seen as one big moment: something that can only happen when 'everything is completely finished'. At the same time, we see that the way you launch offers plenty of scope to start in a controlled manner, learn and continue to grow.
Launching is a conscious step in the development process. It is not an end point, but a starting point for further developments based on real insights and findings. Depending on the ambitions and objectives, there are various possible forms for the initial launch. These forms help to limit risks, monitor progress and gain insights that guide the next priorities.
Launch in a way that suits your situation
Not every solution needs to be fully and widely available right away. Sometimes it is important to test technical feasibility, to understand practical applications, or to deliver value while development is still ongoing.
Below, we explain the most common types of go-live in more detail.
1: Minimum Viable Product (MVP)
Objective: start with a scalable foundation and focus on the essentials.
An MVP is the first version of a solution that is intended to grow. Its functionality is deliberately limited to the core, but the technical foundation is scalable and manageable.
This makes an MVP suitable when there is a need for a fully-fledged first version that can already be used, but leaves room for expansion. Not everything needs to be present, as long as the foundation is future-proof and can keep up with new insights and requirements.
2: Prototype
Objective: to gain insight into technical feasibility.
A prototype is used when it is not yet certain whether a technical component will work as intended. This often concerns a single, defined part of the solution, such as an editor, an integration or an AI component.
The focus is not on sustainability or completeness, but on feasibility. Does it work technically? Does it meet expectations? A prototype helps to make informed choices early in the process, before broader development takes place.
3: Proof of Concept (PoC)
Objective: a proof of concept focuses on validating the concept.
The solution is constructed in a simplified manner, for example with hardcoded content or without extensive management functionality.
The objective is not to create something permanent, but to investigate whether the idea makes sense for users and has sufficient potential for further development. With a limited investment, this quickly provides insight into the feasibility and relevance of the concept.
4: Pilot
Objective: targeted testing in a realistic context.
A pilot focuses on practical use. The solution is deployed among a selected group of users, in an environment that is as close as possible to the final situation.
The focus is less on technology and more on behaviour, experience and gathering insights. How is the solution used? Where is there friction? What works well and what needs to be adjusted? A pilot helps to make informed choices before scaling up.
The Inner Smile project started as a pilot: less than 10 weeks after kick-off, we were able to welcome the first users to the pilot solution. This pilot has been sustainably developed into a scalable B2B solution, where insights from real users have guided subsequent improvements and expansions.
5: Soft launch
Objective: to grow sustainably with the first users.
In a soft launch, the solution is live and anyone can download it, but it is not yet being widely or actively promoted. A soft launch is used to gather initial insights from real users in a sustainable manner. This allows us to respond quickly and make targeted optimisations. When the signals are positive, the solution is immediately ready for promotion to be scaled up.
6: Open/closed beta
Objective: actively gain insights together with relevant users.
In a beta phase, the solution is made available to a selected group of users to test it in practice. The number of participants can vary from a small group (e.g. 10 users) to a larger scale (e.g. 1,000 or more). Together, we determine which size fits the objectives of the beta phase.
In a closed beta, you invite users yourself. This gives you more control over who participates and is promising, for example, if you already have an active community, existing customers or internal stakeholders.
An open beta is more accessible: you make the solution available to a broader or (partly) random group of users, which often results in greater scale and a more diverse set of insights.
An important advantage of a beta phase is that users' expectations are deliberately low. Users know that the solution is not yet finished and that there may be bugs or imperfections. At the same time, you actively invite them to contribute ideas for improvements. This allows you to gather valuable insights and feedback without the solution having to be completely ready for a broad launch or less engaged end users.
Launch approach as a strategic choice
The way you go live determines what you learn, how you can adjust and how focused your further development will be. It is therefore not a technical or operational decision, but a strategic choice within the development process.
Depending on the phase the solution is in, the key questions will differ: Is this technically feasible? Do users understand the value? Does this work in practice? Are we ready to scale up? By consciously choosing an appropriate form of going live, you can structure the process in such a way that these questions are answered at the right time. A solution does not have to be complete or perfect in one go to deliver value. By starting in a controlled manner — with a clear focus and a defined target group — you create room to learn and make more targeted choices. In this way, the solution grows step by step with insights, resources and ambitions, instead of waiting for a 'finished' moment that rarely exists in practice.
We help you go live successfully.
We support organisations that have an app developed by DTT in making informed choices about going live. Always tailored to the phase of the solution and the goals you want to achieve. From initial validation to controlled launch and scaling up: we think along with you about the growth path, so that the solution grows with you and continues to deliver sustainable value.
