[WARM GUN 2014] DocuSign >> Aviva Rosenstein, "Thought Experiments for Data-Driven Design"

What Happens If..? vs. What The Heck Just Happened? Thoughts about Customer Feedback Data

@avivaux

Aviva Rosenstein @avivaux W

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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:""


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GOOD INTENTIONS PAVING


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Make it easy for the user: just give them a text field box...

Simplify development; !email the text entries to a shared team alias…!


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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.


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Data “User Experience Design is not data-driven, it’s insight-driven. Data is just raw material for insight.”

Andrew Hinton (@inkblurt), 2009


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Insight: an understanding of cause and effect, based on recognition of relationships and behaviors within a specific context


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Listen Interpret

Act Monitor


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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 fromderiving useful insights and closing the loop with the customer.


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Image credit: TruScribe for Weird Al Yankovic’s Mission Statement: http://www.youtube.com/watch?v=GyV_UG60dD4

HOW IN-PRODUCT FEEDBACK HELPS STARTUPS!


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ACQUIRE!RETAIN!UPSELL!


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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!


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Other approaches to getting user feedback:

Phone or email conversations with

customers

Social Media

Ad hoc surveys and focus groups


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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 "


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Validity Delivery Retention Usability Scalability Contextual

"" ""

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Social Media

Customer Calls

Focus Groups

In Product Surveys

Ad Hoc Surveys


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Compliments


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Complaints


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Positive Feedback


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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)


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Idea Development Launch


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What just happened? vs. What happens if...?


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September, 2014

101 Startup Failure Post-Mortems


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42%

29% 23%

19% 18% 17% 17% 14% 14% 13% 13% 13%

10% 9% 9% 8% 8% 8% 8% 7%

Top 20 Reasons Startups Fail


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13%

14%

17%

17%

42%

Product Mis-Timed

Ignored Customers

Need/Lack Business Model

Poor Product Quality or Usability

No Market Need for Solution

Primary driver of startup failure: Lacking insights into customers’ needs


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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

Launch Idea or Vision

Opportunity Aligned to Objectives

READY AIM FIRE


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Sign"and"photo"credit:"Kingston"Crea3ons,"available"on"Etsy.com"


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Idea

HELP STOP PREMATURE IMPLEMENTATION!

Development Launch

Occasional nerdery: @avivaux

Thank you for listening!


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