(Selenium project founder here.) Test maintenance cost is a sane thing to be worried about! Early on, there can be lots of code thrashing and UI changes. Better

(Selenium project founder here.) Test maintenance cost is a sane thing to be worried about! Early on, there can be lots of code thrashing and UI changes. Better to keep the UI tests to a minimum at that stage - have them act more like smoke alarms. You only need a few alarms in the right places to tell you that something is wrong. Other general advice is that in a young product, it's often more important to make sure you're building the right thing. ("Right" is subjective, but could be defined as "has users" or "makes money".) Having a well-tested product that has no users and/or makes no money is an even bigger nightmare than UI test maintenance. Once you know you've built the "right" thing (hopefully sooner than later), you can afford to invest more in all kinds of test automation (not just UI tests).