Aviva's talk from Warm Gun 2014 - why Ready, Fire, Aim can backfire, illustrated with a story about collecting customer feedback on a new experience. Includes thoughts on tying customer feedback channels to user needs and business goals, and pitfalls to avoid when building customer feedback channels.
3. 3M Frito-Lay, a unit of PepsiCo
Amdahl Hewlett-Packard
Amoco IBM
Avon Products Intel
Boeing Johnson & Johnson
Bristol-Myers Squibb Kmart
Caterpillar Maytag
Dana McDonald’s
Data General Merck
Delta Air Lines National Semiconductor
Digital Equipment Procter & Gamble
The Walt Disney Co. Raychem
Dow Chemical Schlumberger
DuPont Texas Instruments
Eastman Kodak Wal-Mart Stores
Emerson Electric Wang Labs
Based on interviews with:""
AvivaRosenstein@avivauxWarmGun2014
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10. Make it easy for the user: just
give them a text field box...
Simplify development; !
email the text entries to a
shared team alias…!
AvivaRosenstein@avivauxWarmGun2014
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14. Most users don’t care about a
company’s organizational
structure or internal divisions of
labor.
They will communicate their
needs through any channel
available.
And they usually expect
organizations to share that
information internally.
AvivaRosenstein@avivauxWarmGun2014
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15. Data
“User Experience Design is not
data-driven, it’s insight-driven.
Data is just raw material for insight.”
Andrew Hinton (@inkblurt), 2009
AvivaRosenstein@avivauxWarmGun2014
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16. Insight:
an understanding of
cause and effect,
based on recognition of
relationships and behaviors
within a specific context
AvivaRosenstein@avivauxWarmGun2014
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18. Customers don’t care about a company’s
organizational structure or internal
divisions of labor.
They will communicate their needs
through any channel available, and they
expect organizations to share that
information internally.
Collecting customer feedback,
by itself, has no ROI.
Value comes from
deriving useful insights and
closing the loop with the customer.
AvivaRosenstein@avivauxWarmGun2014
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19. Image credit: TruScribe for Weird Al Yankovic’s Mission Statement: http://www.youtube.com/watch?v=GyV_UG60dD4
HOW IN-PRODUCT FEEDBACK HELPS STARTUPS!
AvivaRosenstein@avivauxWarmGun2014
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21. Users’ feedback is usually about:
• Billing or account problems
• Problems using the system
• Suggestions for improving the product
Once in a
while, they
even say
nice things:
!
This was the easiest signing
program I have ever had to
use. It was totally fast and
I didn't have to call the
customer service support and
stay on the phone with a
rep. for hours to get my
document signed and sent.
WONDERFUL program!!!!!!
Actual
User
Feedback!
AvivaRosenstein@avivauxWarmGun2014
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23. Other approaches to getting user feedback:
Phone or email
conversations with
customers
Social Media
Ad hoc surveys and
focus groups
AvivaRosenstein@avivauxWarmGun2014
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24. My Top Goals for Collecting Feedback
Validity
Produces unbiased, trustworthy data
Delivery
Easy to share insights with team members
Retention
Knowledge retained in the company
Usability
Won’t pollute the user experience
Scalability
Easy to implement, uses resources efficiently
Contextual
Channel accessible from within the service
"
AvivaRosenstein@avivauxWarmGun2014
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25. Validity
Delivery
Retention
Usability
Scalability
Contextual
"" ""
"" ""
""" "" ""
"" "" "" "" ""
"" "" ""
Social
Media
Customer
Calls
Focus
Groups
In Product
Surveys
Ad Hoc
Surveys
AvivaRosenstein@avivauxWarmGun2014
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36. Open Ended
feedback +
metadata
Parsed into
custom
variables
Imported as
record by
survey tool
Live
Reporting/
Dashboard
Alert Logic
(to PM)
Imported to
customer
record in CRM
Alert Logic
(to AM)
AvivaRosenstein@avivauxWarmGun2014
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45. Find Out
Who is
Affected
Identify
Themes
and
Patterns
Collect
Data
Map Causes
and Effects
Rapid
testing
User
Feedback
Measure
Impact
Refine
Strategy
Definition
Discovery
Develop
Deliver
What To Do & Why
How To Do It
LaunchIdea or Vision
Opportunity
Aligned to Objectives
READY
AIM
FIRE
AvivaRosenstein@avivauxWarmGun2014
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47. Idea
HELP STOP PREMATURE IMPLEMENTATION!
Development
Launch
Occasional
nerdery:
@avivaux
Thank you
for listening!
AvivaRosenstein@avivauxWarmGun2014
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