Say “yes” to user feedback

October 31, 2017 in San Francisco

Transcript

1. Say “yes” to user feedback Leah Culver Breaker
2. Me Developer for 11 years (!) 3rd startup: Pownce, Convore / Grove, Breaker
3. Breaker podcast listening & discovery
4. Breaker social & episode-based
5. • Find and follow friends • Send episodes to friends • Share on Twitter and Facebook • Like episodes ❤ • Comments • Find new episodes
 based on likes, listens, and comments Breaker
6. Timeline How did we get here?
7. 2015 Idea for podcasting
9. Customer interviews. Where to start?
10. “We want listeners.”
11. Feb 21, 2016 1st commit to snarfer 2015 Idea for podcasting
12. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS 2015 Idea for podcasting
13. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name 2015 Idea for podcasting
14. • Easy to say over the air • App Store availability • Trademark search + language search • Negative connotation (Virgin) • No uncomfortable misspellings (Groove) Breaker
15. Best podcast app
17. ⁉
18. Get Erik to switch from Overcast. Goal #1
19. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta 2015 Idea for podcasting
20. TestFlight
21. From 1 user to 100s of users. Goal #2
23. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife 2015 Idea for podcasting
24. In-app direct user feedback Buglife
27. Users love it!
29. • How many times have we heard this? • Who gave the feedback? • Does this benefit our ideal user? • Ask clarifying questions • Say “Thanks!” Interpreting user feedback
31. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 2015 Idea for podcasting
32. Key metric Weekly active users
33. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 Jan 26 Mixpanel for metrics 2015 Idea for podcasting
34. Event-based implicit user feedback Mixpanel
35. Track events Event: Account Created Properties: • Service: Facebook, Twitter, or Email
36. Key metric Weekly active users Event: App Opened Goal: Increase retention
37. Weekly active users ???
38. Weekly active users second week retention up from 26% to 60%
39. Weekly active users second week retention ~65%
40. Funnels
41. NUX Funnel in April
42. NUX Funnel past week NUX completion up from 39% to 77%
43. NUX Funnel past week NUX completion up from 39% to 77%
44. Import Subscriptions
45. A/B testing
46. Playlist Editing
47. Custom editing vs. iOS default
48. Custom
49. iOS default
50. Fight!
51. Tracked 2 events for editing the playlist: 1. Playlist Reordered 2. Playlist Removed
52. Playlist Reordered iOS default custom
53. Playlist Removed custom iOS default
54. iOS 11: Swipe-to-delete What should we do? ⁉
55. Winner! iOS default Removed a library and 100+ lines of code.
56. Event-based implicit user feedback Mixpanel 1. Retention 2. Funnels 3. A/B testing 4. more…
57. From 100s of users to 1000s of users. Goal #3
58. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 Jan 26 Mixpanel for metrics 2015 Idea for podcasting Mar 9 Product Hunt beta
59. Product Hunt Beta (Ship)
61. Now
62. From 1000s of users to launch. Goal #4
63. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 Jan 26 Mixpanel for metrics Mar 14 Launched! 2015 Idea for podcasting Mar 9 Product Hunt beta
64. Demo day! Launched on March 14
65. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 Jan 26 Mixpanel for metrics Mar 14 Launched! 2015 Idea for podcasting Summer Feedback iteration Mar 9 Product Hunt beta
66. Feedback iteration Focused on key metric: Weekly Active Users
68. http://blog.ycombinator.com/product-development-cycle-fundamentals/ Product development
69. Define format • 2 week sprints (same as Socialcam) • One looonnnngggg meeting (2-4 hours)
70. Prepare for the meeting • Determine sprint goal(s) • User retention, new users, etc • Come with ideas
71. During the meeting 1. Brainstorm and make suggestions
72. • Round in a circle (from Holocracy!) • Represent voice of the users • Talk about urgency and importance • Which metric will this move? Brainstorm and make suggestions
73. During the meeting 1. Brainstorm and make suggestions 2. Poker voting (build consensus)
74. 1. Priority • High - Medium - Low 2. Difficulty • Easy - Medium - Hard Poker voting
75. 1. Sort tasks • high/easy → low/hard 2. Tasks go in a GitHub project 3. Spec out and assign tasks Post meeting
76. Work! iOS app release about once a week.
77. Feb 21, 2016 1st commit to snarfer Mar 6, 2016 1st commit to iOS Mar 27, 2016 “Breaker” name May 5, 2016 TestFlight beta Dec 31, 2016 Buglife Jan 3 Y Combinator W17 Jan 26 Mixpanel for metrics Mar 14 Launched! 2015 Idea for podcasting Now New design
 + new users! Summer Feedback iteration Mar 9 Product Hunt beta
78. Iterative redesign
81. • New logo and design • New episodes faster than Apple • iPhone X support • Bug fixes and
 performance improvements (thanks!) v 0.5.0
82. Summary
83. 1. Beta testing (TestFlight + Ship) 2. In-app direct user feedback (Buglife) 3. Event-based implicit user feedback (Mixpanel) 3 core tools for user feedback
84. Is it working?
85. Go, Breaker, go!