Listening to your users, from 1 to 1 Billion

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

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@cmaneu

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

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

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

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

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

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Position Apple Watch in the frame Okay!

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

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

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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

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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!

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Customer discussions Customer data Context

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EXPERIENCE

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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

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

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

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

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

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How to listen to your users?

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@cmaneu Develop an empathy mindset

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

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

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

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

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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.

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

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

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@cmaneu

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@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 • …

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@cmaneu

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

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

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@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!

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@cmaneu In-app Feedback

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@cmaneu In-app Feedback

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@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

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@cmaneu Tech & Business In-app feedback

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@cmaneu Microfeedback

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@cmaneu Microfeedback

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@cmaneu Microfeedback > Followup

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@cmaneu

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@cmaneu

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@cmaneu Scaling Microfeedback Any PM should be able to add a feedback piece in a service without days of development. Microfeedback.jsx

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@cmaneu

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

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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

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

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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

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

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Surface feedback in development backlog

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Surface feedback in development backlog

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Surface feedback within the company

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Surface feedback within the company

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@cmaneu

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Be relentless

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Be relentless

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Bibliography

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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

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Questions

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