With the right name, an otherwise complex web feature can be easily understood and digested by users.
Snapchat use of Stories to describe the idea of piecing together different snap videos to tell a story is one example. When logging into StackExchange, we have the option of using OpenID. Today most people in the world never pass a few hours without checking out their Timeline.
With the wrong name, the same feature (arguably), might fail. Does anyone bother checking out their Circles on Google Plus these days? What happened to Instagram Direct?
In naming a new user feature, what are the factors to consider?