If you're going to gray out something in the UI (and there are reasons why you might), here's a few things to remember. 1. Your users won't know why it's greye

If you're going to gray out something in the UI (and there are reasons why you might), here's a few things to remember. 1. Your users won't know why it's greyed out. Is it currently disabled? Is it not available yet? Have I broken something? Is it paid only? Is it launched? Resolve this by explaining why it is grayed out on hover. Anecdote: We all remember trying to click "Make Table" in Microsoft word only to find it was grayed out for some obscure reason (Scroll lock was on or something). Telling a user they can't do something but not explaining why is a shit experience. 2. Track clicks to it or hovers on it, it's a good indication of how much action it'll get, in my experience. If no one is going near the feature, then chances are it's either not worth building, or it's positioned in the wrong place on the screen. 3. Consider bringing it to a splash page where you post a teaser of whats to come and ask your users what job they're trying to do when they click "Merge Users" or "Share Reports" or whatever. Just to make sure you're delivering the right value. Hope that helps. Des (Obligatory: Use Intercom (http://intercom.io http://intercom.io) to understand user behaviour and talk to them, this helps avoid a lot of second guessing)