Such a move has the obvious potential to create problems should a developer drop the ball; to make sure the impact of any unforeseen issues is minimised for customers, The Iconic introduced feature toggles -- allowing developers to turn off troublesome functionality without having to deploy new code. Every new feature that goes into production must now sit behind one of these toggles, which dictates whether a user is served the new or old version of the feature in question. The error rates between the new and old versions are then monitored for any discrepancies... While Brennan is no fan of "people breaking things", he argues moving fast is more beneficial for customers.
"If our site is down now, people will generally come back later," Brennan adds, and the company has now moved all of its QA workers into engineering roles.