Building Customer Feedback Loops: Learn Quicker, Design Smarter


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Listening to your customers is critical to developing better software. Their feedback enables you to stay in sync with customer expectations, to make changes before those changes become costly, and to pivot if necessary. Sharif shares five practical tips for building, capturing, and scaling feedback loops, providing real examples of what his team has learned. He explores how to create a feedback strategy, how to make feedback fun using gamification techniques, tips and tricks for reducing friction in the process, how to validate ideas before writing a single line of code, and how to manage the process when you get too much feedback. Each of these techniques provides a deeper understanding of your customers, making software development more effective and productive. Don’t finish your next software project thinking, “I wish I’d known that earlier.” Obtaining valuable feedback is easier and more fun than you might think.

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Building Customer Feedback Loops: Learn Quicker, Design Smarter

  1. 1.     BW2 Session  6/5/2013 10:15 AM                "Building Customer Feedback Loops to Learn Quicker, Design Smarter"       Presented by: Sherif Mansour Atlassian Software                   Brought to you by:        340 Corporate Way, Suite 300, Orange Park, FL 32073  888‐268‐8770 ∙ 904‐278‐0524 ∙ ∙
  2. 2. Sherif Mansour Atlassian Sherif Mansour has eleven years of experience in software development. He is currently senior product manager for Atlassian, responsible for Confluence, a popular social collaboration tool for product teams. Sherif recently played a key role in developing one of Atlassian’s new products—Team Calendars. Previously, he served as Atlassian’s cross product integration manager, ensuring a high quality experience for customers. Sherif has worked in software development for a web consultancy firm, and for Optus, the second largest telco in Australia. His areas of expertise include agile product development. Sherif thinks building simple products is hard—and so is writing a simple, short bio.  
  3. 3. Building Effective Customer Feedback Loops Sherif Mansour Senior Product Manager, Atlassian
  4. 4. ur erifmanso @ sh ?
  5. 5. Agenda • Build, measure, learn • Five tips for building effective feedback loops
  6. 6. 2.0 Build Measure Learn
  7. 7. Five Tips for building effective feedback loops
  8. 8. 1 friction
  9. 9. 1 GOT FEEDBACK? 900+ feedback submissions
  10. 10. 1 ↓ barrier to entry Avoid login, context switching... ↓ fields * Less fields, reduce required fields Automatically populate where possible required Rate this feature: bad good great Easily express yourself Quick and simple
  11. 11. 1
  12. 12. make it 2 fun!
  13. 13. 2
  14. 14. 2 FREE license BETA Release notes Thank you: • PRIZE movie tix • John Masson for reporting CONF-334 Ryan Anderson for the feature suggestion in CONF-4534 SAY THANKS
  15. 15. 2 Incentivise Through prizes and awards Thanks! Say thank you Provide recognition in release notes, @mentions Game mechanics Encourage feedback
  16. 16. 3 get pers nal
  17. 17. 3
  18. 18. 2 3 ?
  19. 19. 3 get personal jkodumal 2.0/4.0 name key feature usage
  20. 20. 3 = Put a face to the stat Make that customer connection Engage engineers Review it daily, get it on your wallboard, talk about it... KNOW the customer Use data to drive interviews
  21. 21. 4 ack db fee ea rit w gy ate str
  22. 22. New new • Techniques to encourage install vs • Finding BETA Both internal (Internal+External) • Internal feedback: captured more data, easier to engage vs existing • External feedback: General Deadline customers external increased privacy specific • Incentivise the • Arranged casual • Followup plan • Placement of “feedback” button vs general interviews ad-hoc feedback process vs deadline Feedback strategy
  23. 23. 4 Write a plan of attack! Seriously, just do it. Consider setting numeric goals Especially if you’ve got a baseline.
  24. 24. 5 get kb bac ed fe ART ST ou ey for e
  25. 25. fake it till you make IT
  26. 26. tools to help you fake IT
  27. 27. Atlassian User Interface (“Flatpack”)
  28. 28. User-specific extensions (“Speakeasy”) Per-user extensions Great for visual prototypes, quick DOM manipulation, dialogs, prompts, JS-based changes... Quick and easy to hack up HTML + CSS + JS and you’re done
  29. 29. ? fidelity speed
  30. 30. ? fidelity speed
  31. 31. ion dit K eE ot eyn Faking it: A recipe 1 Make your base 2 Mix & match keynote goodness 3 Apply desired icing on top Take a screenshot with the main screen(s) you want to work with, paste in Keynote. Use pre-prepared some ready-to-use dialogs, menus, buttons... all in Keynote ready to to mix in with your recipe. Link parts of the screen, transition slides show screen flows, animate to show interaction... it’s all up to you!
  32. 32. 12 9 3 6 It’s okay to fake it Save time and money - validate your concepts, fast. Build a toolbox Create a visual library of your product components, consider a JavaScript framework or prototype in Keynote or PowerPoint. Use the right tool High fidelity prototypes are not always what you want. Choose the right tool for each situation.
  33. 33. Conclusion incase you forgot...
  34. 34. get pers nal friction dback a fee write rategy st make fun! it 2.0 get feed fore you back be START
  35. 35. Questions? ... or similar experiences?
  36. 36. Thank you! @sherifmansour