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Rant+Rave=Roadmap

@alisonheittman

Alison Heittman
CEO, Solertium

we build web & mobile apps for
outstanding brands and ...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

secretly, I am

disclaimer: I’m not really the Lipstick Librarian, but it ...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

you are here because:
1. you care about what your users (people) want,
or ...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

you are here because:
1. you care about what your users want,
or when they...
Rant+Rave=Roadmap

@alisonheittman

I believe this is
just the start:

#modeveast
Rant+Rave=Roadmap

@alisonheittman

#modeveast

sometimes, this is the team:
the indie developer
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
developers

- iOS
- Android
- UX
- grap...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
developers
corporate IT

- iOS
- Androi...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
marketing
corporate IT

developers

- i...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
marketing
corporate IT

developers

- i...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
marketing
corporate IT

developers

- i...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
marketing
corporate IT

developers

tra...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
marketing
corporate IT

developers

- i...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in my case, the team is typically:
users (people!)
marketing
corporate IT
...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

pieces & parts
menus

user accounts
branding &
marketing

user preferences...
Rant+Rave=Roadmap

@alisonheittman

So where do I find
all this feedback?

#modeveast
Rant+Rave=Roadmap

@alisonheittman

#modeveast

non-app channels
this is hard:

this is harder:

•

your corporate website...
Rant+Rave=Roadmap

@alisonheittman

(wow, that can be
pretty public)

#modeveast
Rant+Rave=Roadmap

@alisonheittman

#modeveast

in-app feedback/support
•
•
•
•
•

feedback form
mobile view of the
corpor...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

And, just as important...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

where (virtually) is the team?
•
•
•
•
•
•

email
chat
customer-focused he...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

the challenge:
1. finding & responding to the feedback & solving
any outsta...
Rant+Rave=Roadmap

@alisonheittman

what we do

#modeveast
Rant+Rave=Roadmap

@alisonheittman

users do this:
and
also
front & back of house,
training
entire team

marketing

market...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

(we find they want to tell us things like)

•
•
•
•
•

I LOVE YOUR APP!!
I ...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

& then we add on helpful data like:
•
•
•
•

platform (iPad, iPhone, Andro...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

& we send it to places like

(we really <3 tools that will take in data vi...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

& then we make the users happy
•

feedback gets routed across the team, so...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

& we also regularly do this:
Rant+Rave=Roadmap

@alisonheittman

#modeveast

and periodically we all talk
marketing
corporate IT

developers

- iOS
- A...
Rant+Rave=Roadmap

@alisonheittman

& hammer out this:

$
(you know, the roadmap)

#modeveast
Rant+Rave=Roadmap

@alisonheittman

& hammer out this:
corporate goals

$

(you know, the roadmap)

#modeveast
Rant+Rave=Roadmap

@alisonheittman

& hammer out this:
corporate goals
varying agendas
of the teammates

$

(you know, the...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

& hammer out this:
corporate goals
varying agendas
of the teammates

$

us...
Rant+Rave=Roadmap

And we frequently
find that it’s this
that drives &
informs the
discussion, and
enables the users
to be ...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

plus: the customer service
bonus round
Because we’ve been personally reach...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

and then all these people are happy:
users
marketing
corporate IT

develop...
Rant+Rave=Roadmap

@alisonheittman

#modeveast

see this guy to learn how:
Rob Heittman
Opening Next-Level Dialogue
with N...
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Rant + Rave = Roadmap

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Slides from Alison Heittman's Rant + Rave = Roadmap session at MoDevEast's Marteting & Monetization track, on December 13, 2013

Published in: Technology
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Transcript of "Rant + Rave = Roadmap"

  1. 1. Rant+Rave=Roadmap @alisonheittman Alison Heittman CEO, Solertium we build web & mobile apps for outstanding brands and causes #modeveast
  2. 2. Rant+Rave=Roadmap @alisonheittman #modeveast secretly, I am disclaimer: I’m not really the Lipstick Librarian, but it is appropriate to address me as Alison, Lady of Glencoe.
  3. 3. Rant+Rave=Roadmap @alisonheittman #modeveast you are here because: 1. you care about what your users (people) want, or when they’re having a problem, or when they want to tell you you’re awesome
  4. 4. Rant+Rave=Roadmap @alisonheittman #modeveast you are here because: 1. you care about what your users want, or when they’re having a problem, or when they want to tell you you’re awesome 2. you might not want to be the only one supporting them
  5. 5. Rant+Rave=Roadmap @alisonheittman I believe this is just the start: #modeveast
  6. 6. Rant+Rave=Roadmap @alisonheittman #modeveast sometimes, this is the team: the indie developer
  7. 7. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: developers - iOS - Android - UX - graphic design
  8. 8. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: developers corporate IT - iOS - Android - UX - graphic design
  9. 9. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: marketing corporate IT developers - iOS - Android - UX - graphic design
  10. 10. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: marketing corporate IT developers - iOS - Android - UX - graphic design training
  11. 11. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: marketing corporate IT developers - iOS - Android - UX - graphic design 3rd party product teams training
  12. 12. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: marketing corporate IT developers training - iOS - Android - UX - graphic design 3rd party product teams back of house
  13. 13. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: marketing corporate IT developers - iOS - Android - UX - graphic design 3rd party product teams training front of house back of house
  14. 14. Rant+Rave=Roadmap @alisonheittman #modeveast in my case, the team is typically: users (people!) marketing corporate IT developers - iOS - Android - UX - graphic design 3rd party product teams training front of house back of house
  15. 15. Rant+Rave=Roadmap @alisonheittman #modeveast pieces & parts menus user accounts branding & marketing user preferences, data - favorite items - favorite stores - recent orders - wallet/cards on file games shopping cart & checkout social feeds store information loyalty program
  16. 16. Rant+Rave=Roadmap @alisonheittman So where do I find all this feedback? #modeveast
  17. 17. Rant+Rave=Roadmap @alisonheittman #modeveast non-app channels this is hard: this is harder: • your corporate website contact form • Comments on press or app review sites • iTunes & Google Play comments • • 3rd party ratings sites, like Yelp, TripAdvisor, Foursquare, etc. your social media accounts • • personal blogs & social media accounts your physical locations
  18. 18. Rant+Rave=Roadmap @alisonheittman (wow, that can be pretty public) #modeveast
  19. 19. Rant+Rave=Roadmap @alisonheittman #modeveast in-app feedback/support • • • • • feedback form mobile view of the corporate website “contact us” form email link user forums help desk widgets • • chat tools • • • • screenshot tools advanced “assistant” tools crash analytics ratings prompts FAQs
  20. 20. Rant+Rave=Roadmap @alisonheittman #modeveast And, just as important...
  21. 21. Rant+Rave=Roadmap @alisonheittman #modeveast where (virtually) is the team? • • • • • • email chat customer-focused help desk(s) project management system(s) developer-focused issue tracking system(s) social media
  22. 22. Rant+Rave=Roadmap @alisonheittman #modeveast the challenge: 1. finding & responding to the feedback & solving any outstanding issues - in a way that doesn’t pile on a lot of extra work. 2. aggregating all the feedback to help drive your roadmap
  23. 23. Rant+Rave=Roadmap @alisonheittman what we do #modeveast
  24. 24. Rant+Rave=Roadmap @alisonheittman users do this: and also front & back of house, training entire team marketing marketing, front & back of house #modeveast
  25. 25. Rant+Rave=Roadmap @alisonheittman #modeveast (we find they want to tell us things like) • • • • • I LOVE YOUR APP!! I HATE YOUR APP!!! Your app needs to.... How do I...? So this went wrong: • I got to the store, and it was awesome • I got to the store, and it wasn’t awesome • This other app does X, why don’t you?
  26. 26. Rant+Rave=Roadmap @alisonheittman #modeveast & then we add on helpful data like: • • • • platform (iPad, iPhone, Android) version of the app version of the operating system most recent order data (date/time, store location, order ID)
  27. 27. Rant+Rave=Roadmap @alisonheittman #modeveast & we send it to places like (we really <3 tools that will take in data via email or webhook)
  28. 28. Rant+Rave=Roadmap @alisonheittman #modeveast & then we make the users happy • feedback gets routed across the team, so no one person has to deal with it all • on some projects, we route by topic, so app feedback is forwarded to the developers, order & store feedback goes to the corporate help desk, suggestions go to marketing, etc. • • ** we all work in our own systems ** at any time, all team members can see all the feedback
  29. 29. Rant+Rave=Roadmap @alisonheittman #modeveast & we also regularly do this:
  30. 30. Rant+Rave=Roadmap @alisonheittman #modeveast and periodically we all talk marketing corporate IT developers - iOS - Android - UX - graphic design 3rd party product teams training front of house back of house
  31. 31. Rant+Rave=Roadmap @alisonheittman & hammer out this: $ (you know, the roadmap) #modeveast
  32. 32. Rant+Rave=Roadmap @alisonheittman & hammer out this: corporate goals $ (you know, the roadmap) #modeveast
  33. 33. Rant+Rave=Roadmap @alisonheittman & hammer out this: corporate goals varying agendas of the teammates $ (you know, the roadmap) #modeveast
  34. 34. Rant+Rave=Roadmap @alisonheittman #modeveast & hammer out this: corporate goals varying agendas of the teammates $ user behavior and feedback (you know, the roadmap)
  35. 35. Rant+Rave=Roadmap And we frequently find that it’s this that drives & informs the discussion, and enables the users to be represented @alisonheittman #modeveast
  36. 36. Rant+Rave=Roadmap @alisonheittman #modeveast plus: the customer service bonus round Because we’ve been personally reaching out to & interacting with the users, as we prioritize & build out features that are of specific interest, we can casually email them to give them a heads up that the latest build has their fix/feature/request
  37. 37. Rant+Rave=Roadmap @alisonheittman #modeveast and then all these people are happy: users marketing corporate IT developers - iOS - Android - UX - graphic design 3rd party product teams training front of house back of house
  38. 38. Rant+Rave=Roadmap @alisonheittman #modeveast see this guy to learn how: Rob Heittman Opening Next-Level Dialogue with Native App Users via Appygram 11am @ Conference A Or track me down at @alisonheittman. I seriously LOVE talking about in-app support.
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