Hello Avast team,
you are thinking about adding new features because you MUST release new version each month, but most of those features are more or less bloatware. This product became very fat over time. What about remove unnecessary bloat from this product and make it lightweight with minimum impact on computer performance? Try think about that.
In fact, for computer security you dont need 3rd party AV because Win 10 has everything. So reason to install Avast should be better detection with less impact to computer performance. If you install Avast only active shields are necessary with wifi inspector if you want use it. Installing 3rd party firewall these days while win firewall is sufficient make no sense with potentially problems. AV should work silently on background but this will never happen in Avast. Spyware and often ad popups are cost for Free version (Paid version watch you too).
This is just my opinion what make this AV better, adding new features and make this product even more fat is no way to go. Removing ads, spyware and bloatware and focus on pure performance and detection, then you maybe bring back Avast users you already lost. But this is your product, do what you want.