You probably have a firm grasp on some of the universal metrics of SaaS success: ARR, growth rate, churn rate, CAC, LTV, etc. There is no doubt that these are critical, but in many ways these metrics do not tell the whole story of “success”. So what’s the leading indicator that can give you a fuller picture of success? Your customers’ satisfaction.
5 Products Brought to Life by Consumer FeedbackAugust 20, 2018
It is imperative to collect consumer feedback if you’re a company looking to shift and grow along with consumers’ needs. However, it’s not enough to simply collect feedback: consumer voices must be brought to the forefront of your business through action. Gathering feedback, analyzing those concerns and executing solutions to their pain points is where the real magic happens. These five products were born of this execution.
Ecommerce giant Amazon struck gold with their annual membership service, Amazon Prime. The service was born from a brainstorming session behind CEO Jeff Bezos’ Washington home back in the early 2000s. The team aimed to increase customer loyalty by solving one of their biggest customer complaints: shipping costs. There are tens of millions of Amazon Prime users today; it seems the Amazon team hit the nail on the head by addressing this consumer need.
Art.com, the ecommerce art sales platform, used Qualaroo to collect consumer feedback on ArtView, their new gallery wall product. ArtView utilizes a buzzed-about ARKit allowing consumers to virtually plan out their own gallery wall using just their smartphone and a blank wall. While Art.com’s product development team used the information to validate a need for solutions in executing a brilliant gallery wall, the biggest beneficiary was Art.com’s marketing and PR teams. Those customer insights were key in how those teams positioned ArtView to their consumer base.
This streaming entertainment company probably knows more about you than you do about yourself. While Netflix gathers customer feedback more passively (such as number of minutes watched) rather than through an overt survey, they use that information extensively to provide personalized show recommendations in your queue. This is one of the reasons your Netflix landing page might differ from your friend’s. Furthermore, these customer insights in aggregate have assisted with guiding studio decisions on what shows to produce because the Netflix team already knows what shows will be hits based on the information they’ve gathered.
If Netflix is listening to what you watch, HoverPin is listening to almost everything else. This app integrates your specific interests into a personalized map. When you check HoverPin for lunch options in your area, the app is designed to show you the great sushi spot you’ll love instead of the four fast-food chains you can’t stand. This model uses constant feedback from the customer based on their actions, tendencies and preferences.
Sometimes consumer feedback can also come by way of your employees. Domino’s Chief Digital Officer Dennis Maloney said,
“Every person at [Domino’s] has at some point wanted to get pizza delivered to somewhere where they couldn’t.”
With 60% of Domino’s customers ordering food online, the company realized that there was an opportunity to have pizzas delivered to an “address-less” spot, such as a park or outdoor landmark. To solve this issue, the company turned food delivery on its head, allowing orders to be sent to local “hotspots” instead of a traditional address. The result? Pizza lovers no longer have to be tethered to a physical address to get their favorite pie.
Seek First to Understand
Each company created these products to solve a fundamental problem for their users. When customer feedback is actually acted upon instead of just gathered, your company can achieve massive breakthroughs. But, you must first seek to understand.
Prototype testing lets you discover whether users can achieve their goals and solve their problems using your solution. It’s a critical step that should be taken before any successful product launch.
This article will cover the major Dos and Don’ts of prototype testing. We’ll walk you through the most common mistakes we see in the field and share tips on how to avoid them.
Testing prototypes is an inherent part of finalizing designs. Nobody wants to wonder why users are not utilizing an app the way it should be utilized or why they can’t seem to complete a purchase on your website. And nobody wants to rework something that’s already been shipped.
UX designers are under a lot of pressure to produce designs that add value to users’ lives. But without input from your users, it’s nearly impossible to design an experience that actually helps alleviate their pain points. If you’re pressed for time and/or don’t have the help of a researcher, getting the user input essential to design a great product can certainly be a challenge.
As a UX designer, getting your leadership to support your major projects can be as much about talking the talk as it is about walking the walk. As much value as your work may provide, you also have to know how to sell it in a world of competing priorities and looming deadlines.
Even as UX design and user research are becoming a more prominent focus in today’s leading companies, it can still be tough to get executive leadership onboard with user research-related initiatives. We know the struggle.
This post originally appeared on UsabilityGeek.