5 Hidden Feature Requests Buried in Your App Reviews

Introduction

Your product roadmap is probably missing something important. Not because you haven't thought hard enough about features, but because your best product ideas aren't coming from brainstorming sessions—they're buried in your app reviews.

Every day, users tell you exactly what they want. The problem? They don't always say "I want feature X." Instead, they describe problems, express frustrations, compare you to competitors, or praise workarounds they've discovered.

Learning to decode these signals is a superpower for product teams. Here are the five types of hidden feature requests in your reviews and how to find them.

1. The Complaint That's Actually a Feature Request

The most common hidden feature request comes disguised as a complaint. Users express frustration about what they can't do, not what they want to do.

What It Looks Like

"So annoying that I have to manually enter my data every single time. Takes forever."

"Why can't I just scan the barcode? Having to type everything is ridiculous."

"I hate that my progress doesn't save when I close the app."

The Hidden Request

These users aren't just venting. They're asking for:

• Auto-save functionality
• Barcode scanning
• Data import options
• Persistent state management

How to Find Them

Look for phrases like:

• "I have to..." (manual process they want automated)
• "Why can't I..." (missing capability)
• "It's annoying that..." (friction point)
• "Every time I..." (repetitive task)

These frustration markers almost always contain a feature request if you flip them around. "I have to manually enter data" becomes "Users want automatic data entry."

2. The Competitor Comparison

When users mention competitors, they're giving you a direct feature comparison—and telling you exactly where you fall short.

What It Looks Like

"The other app I used had a widget. Why doesn't this one?"

"Switched from [Competitor] and really missing the dark mode."

"[Competitor] lets you export to PDF. Please add this!"

The Hidden Request

Users are telling you:

• What features they consider table stakes
• What made them choose competitors before
• What might make them switch away from you

How to Find Them

Search your reviews for:

• Competitor names (obvious but often overlooked)
• "Other apps..." or "Other [category] apps..."
• "Switched from..." or "Used to use..."
• "Like [Competitor] has..."

Create a competitive feature matrix from these mentions. If the same competitor feature appears repeatedly, it's probably worth building.

3. The Workaround Description

Some of your most engaged users have already solved their problems—with workarounds. These are goldmines for feature ideas because users have essentially designed the solution for you.

What It Looks Like

"I love this app! I just screenshot everything and paste it into Notes to keep a record."

"Great app. I use a separate spreadsheet to track my progress since there's no history view."

"Would be 5 stars if I didn't have to email myself the files to get them on my computer."

The Hidden Request

These users want:

• Export/backup functionality
• History or logging features
• Cross-device sync
• Native integrations with other tools

How to Find Them

Look for phrases like:

• "I just..." followed by an external tool
• "I use [other app] to..."
• "My workaround is..."
• "What I do is..."

The beauty of workaround descriptions is that users are showing you their workflow. Build the feature that eliminates their workaround, and you'll delight them.

4. The Conditional Rating

Some users explicitly state what would make them rate higher. This is the clearest signal possible—yet it's often buried in otherwise positive reviews.

What It Looks Like

"4 stars for now. Will update to 5 when you add landscape mode."

"Great app, but I'd pay double if it had offline support."

"Almost perfect! Just needs iCloud sync and it's a 5-star app."

"Love it! Would be even better with customizable themes."

The Hidden Request

These are explicit feature requests, but they're valuable because users are telling you:

• They're already invested in your app
• They're willing to update their rating (social proof boost)
• Sometimes they're willing to pay more

How to Find Them

Search for:

• "Would be 5 stars if..."
• "Will update when..."
• "Just needs..."
• "Would pay for..."
• "Only thing missing..."

These reviews often come from your most loyal users. They like your app enough to leave detailed feedback but want it to be better. Prioritize their requests.

5. The Use Case You Didn't Design For

Sometimes users reveal entirely new use cases you never considered. These can inform not just features but entire product directions.

What It Looks Like

"I use this for tracking my medications, but I wish I could set reminders."

"Perfect for my small business inventory! Would love a reporting feature."

"Using this to learn Spanish with my kids. A multi-user mode would be amazing."

The Hidden Request

Users are showing you:

• Market segments you didn't know existed
• Use cases that could become features
• Potential pivot or expansion opportunities

How to Find Them

Look for phrases like:

• "I use this for..."
• "Perfect for my [unexpected context]"
• "We use this in our [industry/situation]"
• "As a [unexpected user type]..."

When you see patterns of unexpected use cases, consider building features specifically for them. You might discover your best customers aren't who you thought they were.

Turning Discoveries into Roadmap Items

Finding hidden feature requests is only half the battle. Here's how to turn them into prioritized roadmap items.

Step 1: Quantify the Demand

A single request is an anecdote. Twenty requests for the same feature is a pattern. Track:

• How many times each feature is requested
• The ratings of reviews containing the request
• Whether requests are increasing over time

Step 2: Assess User Value

Not all requests are equal. Consider:

• Who's asking? Power users vs. casual users
• What's the impact? Core functionality vs. nice-to-have
• What's the sentiment? Frustrated vs. wishful

Step 3: Estimate Effort

Combine request frequency with implementation complexity:

• High demand + Low effort = Quick wins (do first)
• High demand + High effort = Major features (plan carefully)
• Low demand + Low effort = Maybe later
• Low demand + High effort = Probably not

Step 4: Validate Before Building

Before committing to a major feature:

• Respond to reviews asking for clarification
• Survey users who mentioned the feature
• Consider a beta test with interested reviewers

Common Patterns to Watch For

Certain feature categories appear across almost every app:

Integration Requests

• Sync with other apps (calendar, reminders, health)
• Export options (PDF, CSV, share to...)
• Cloud backup and cross-device sync

Customization Requests

• Themes and dark mode
• Configurable notifications
• Personalized dashboards or views

Accessibility Requests

• Larger text options
• VoiceOver/TalkBack support
• Color blind modes

Platform Feature Requests

• Widgets (iOS and Android)
• Apple Watch / Wear OS support
• Shortcuts and automation support

Key Takeaways

1. Complaints are feature requests in disguise—flip the frustration to find the ask
2. Competitor mentions are feature comparisons—track them systematically
3. Workarounds reveal workflows—build what eliminates the hack
4. Conditional ratings are commitments—these users will update their reviews
5. Unexpected use cases reveal markets—your best customers might surprise you