Listening to your users, from 1 to 1 Billion

Transcript

1. Christopher MANEU
   Principal Cloud Advocate – Microsoft
   @cmaneu | maneu.net
   

   View Slide

2. @cmaneu
   

   View Slide

3. Why listen to your users?
   How to do it?
   How to close the loop?
   Agenda
   

   View Slide

4. Why listen to your users?
   How to do it?
   How to close the loop?
   Agenda
   

   View Slide

5. Images from https://www.youtube.com/watch?v=7rb3vX86RUQ
   

   View Slide

6. Images from https://www.youtube.com/watch?v=7rb3vX86RUQ
   

   View Slide

7. Images from https://www.youtube.com/watch?v=7rb3vX86RUQ
   Position Apple Watch
   in the frame
   

   View Slide

8. Position Apple Watch in the frame
   Okay!
   

   View Slide

9. Video from https://twitter.com/ow/status/1569218096665341959?s=46&t=tasohM2owCgVvQItrbZiwQ
   

   View Slide

10. Images from https://www.youtube.com/watch?v=7rb3vX86RUQ
    

    View Slide

11. But, we are already listening to our customers!
    We collect a lot of data
    We implement features
    requested by the sales
    team
    We have a design team
    We are doing great on
    the business side
    

    View Slide

12. You are doing X, then you must listen to your
    customers. Right?
    One of the DevOps pillar is feedback
    When doing Design Thinking, you
    need to empathize with the user
    You are a Lean Startup? You must
    go outside the building!
    

    View Slide

13. Customer
    discussions
    Customer
    data
    Context
    

    View Slide

14. EXPERIENCE
    

    View Slide

15. Customer experience is more holistic
    than product management
    Even the best products can leave you with a bad experience
    Image from https://unfix.work/blog/jobs-to-be-done
    

    View Slide

16. @cmaneu L’abus d’alcool est dangereux pour la santé. Consommer avec moderation ☺
    

    View Slide

17. @cmaneu
    Two different apps
    A manual unit conversion, with
    pen, paper and a (physical)
    calculator
    All data quality metrics green
    

    View Slide

18. @cmaneu
    10 min lost per operation
    A high risk of calculation
    errors
    Requires personal hardware
    (pen, paper, calculator)
    

    View Slide

19. Why listen to your users?
    How to do it?
    How to close the loop?
    Agenda
    

    View Slide

20. How to listen to your users?
    

    View Slide

21. @cmaneu
    Develop an empathy mindset
    

    View Slide

22. Work Chronicles | Comics about Work (@_workchronicles) / Twitter
    

    View Slide

23. Work Chronicles | Comics about Work (@_workchronicles) / Twitter
    

    View Slide

24. Work Chronicles | Comics about Work (@_workchronicles) / Twitter
    

    View Slide

25. Work Chronicles | Comics about Work (@_workchronicles) / Twitter
    

    View Slide

26. Culture of Feedback
     It’s not a criticism, its not only feedback
     Being a good listener is hard
     Split substance and emotional load
    This culture of feedback should be supported by management.
    

    View Slide

27. Roles around User Listening
    Customer Support
    Customer Success Manager
    Developer Relations
    Community Leads
    

    View Slide

28. Process: When to do user listening?
    From ideation to continuous improvment
    

    View Slide

29. @cmaneu
    

    View Slide

30. @cmaneu
    Launching a new service with Design Sprint
    • Pioneered by Google Ventures team
    • Variants used at thoughtbot, InnoLoft, …
    • Taking inspiration from
    • Gamestorming book
    • Design thinking @ Ideo & Stanford d.school
    • A lot of topics addressed
    • Business Strategy
    • Innovation
    • Behavioral science
    • Design
    • …
    

    View Slide

31. View Slide

32. @cmaneu
    

    View Slide

33. @cmaneu
    I’m going to start
    eating healthy…
    Me Also Me ☺
    

    View Slide

34. @cmaneu
    Customers don’t always tell the truth
    • Lean on telemetry
    • Include telemetry data with in-app feedback
    

    View Slide

35. @cmaneu
    Learning from App Reviews
    Focused on 1-star reviews
    Look for specific feedback areas :
    • Performance
    • Login
    • Feature X
    • Lack of features
    Weekly review of the ratings. Compilation done by one, reviewed
    by the whole team.
    Do not review comments on Friday!
    

    View Slide

36. @cmaneu
    In-app Feedback
    

    View Slide

37. @cmaneu
    In-app Feedback
    

    View Slide

38. @cmaneu
    In-app Feedback
    {
    "feedback.v": "1",
    "feedback.ts": "1451399541",
    "feedback.type": "Provide a suggestion",
    "feedback.title": "Support the developers",
    "feedback.body": "Hey,\r\nThis is a great Windows 10 app. I love it !\r\nKudos to the devs
    👸🏿🎋 ",
    "app.version": "3.0.8.0",
    "app.lang": "us",
    "dev.p": "windowsuniversal",
    "dev.family": "Windows.Mobile",
    "dev.arch": "Arm",
    "dev.brand": "NOKIA",
    "dev.model": "RM-937_eu_france_219",
    "dev.display": "432x768",
    "dev.osver": "10.0.10586.29",
    "dz.family": "Mobile",
    "dz.ua": "Deezer/3.0.8.0 (WindowsUniversal; 10.0.10586.29; Mobile; us; RM-
    937_eu_france_219)",
    "user.hasal": "True",
    "user.id": “XXXXXXXXXX",
    "user.country": "FR",
    "user.dal": "True",
    "user.ot": "None"
    feedback.json
    

    View Slide

39. @cmaneu
    Tech & Business In-app feedback
    

    View Slide

40. @cmaneu
    Microfeedback
    

    View Slide

41. @cmaneu
    Microfeedback
    

    View Slide

42. @cmaneu
    Microfeedback > Followup
    

    View Slide

43. @cmaneu
    

    View Slide

44. @cmaneu
    

    View Slide

45. @cmaneu
    Scaling Microfeedback
    Any PM should be able to add a feedback piece in a service without days of
    development.
    inline
    dislikeQuestion={followUpOnDislike}
    likeQuestion={followUpOnLike}
    likeIconTitle="Like"
    dislikeIconTitle="Dislike"
    sendFeedback={sendFeedbackCallback}
    sendFollowUpIndex={sendFollowupIndexCallback}
    thanksText="Thank you!"
    tokens={{ followUpBackgroundColor: 'lightgrey' }}
    />
    Microfeedback.jsx
    

    View Slide

46. @cmaneu
    

    View Slide

47. @cmaneu
    User community programs
    Uservoice-like platforms for features
    ideas and priorization
    Discourse-like forums for
    trends & co-building with
    the community
    

    View Slide

48. View Slide

49. How to listen to your users?
    Empathy
    Culture of feedback
    Dedicated roles
    Leveraging existing roles
    App reviews
    Tracked links/docs
    In-app feedback
    Micro-feedback
    Emails
    GitHub
    Specialized platforms
    Dynamics Customer Voice
    

    View Slide

50. Why listen to your users?
    How to do it?
    How to close the loop?
    Agenda
    

    View Slide

51. Triaging the feedback
    Origin
    Internal
    Insiders
    Production
    Commercial
    ticket
    Area
    Accessibility
    Client
    Docs
    Dl & Install
    Performance
    Privacy
    Security
    I18n / l12n
    Feature /
    product
    Actionnable
    feedback
    & Bug Ratio
    

    View Slide

52. Make the feedback actionanble
     What success look like?
     What metric can you put in place
     Gather the necessary context
     Tie back to your objectives
    

    View Slide

53. Surface feedback in development backlog
    

    View Slide

54. Surface feedback in development backlog
    

    View Slide

55. View Slide

56. View Slide

57. Surface feedback within the company
    

    View Slide

58. Surface feedback within the company
    

    View Slide

59. @cmaneu
    

    View Slide

60. Be relentless
    

    View Slide

61. Be relentless
    

    View Slide

62. Bibliography
    

    View Slide

63. Image credits
    Photo by Gia Oris on Unsplash Photo by Emily
    Morter on Unsplash
    Attribution-ShareAlike 2.0
    Generic (CC BY-SA 2.0)
    Kristina D.C. Hoeppner
    https://www.flickr.com/photos/4nit
    sirk/3975502406/in/photostream/
    Photo by Arnaud
    Jaegers on Unsplash
    Photo by Annie Spratt on Unsplash
    Photo by Svetlana Gumerova on
    Unsplash
    Photo by UX Indonesia on
    Unsplash
    Photo by Annie Spratt from
    Unsplash
    

    View Slide

64. Questions
    

    View Slide

65. Thank you
    Follow me @cmaneu
    Slides available at maneu.net/talks
    https://maneu.org/listening-users
    

    View Slide