HCID 2012 Elizabeth Kessick

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City University London

Elizabeth Kessick Prioritising and actioning user feddback to make your products and services thrive

Business Technology

Prioritising user feedback

Elizabeth Kessick
Head of Insight, JustGiving.com

About JustGiving

Over
13m
users

over

£1billion
Over raised
8,000
charities

Feedback from one user can make all the difference

“Any short term discomfort I
may suffer running and
training for the 26.2 miles is
nothing to the private
frustrations and agonies of
an autistic child trying to
comprehend a world that is
utterly alien to them, or the
dedication and sheer graft
of the parents and carers of
those affected with this
condition...”

Early user feedback

• it‟s not just about „how easy is
it to use‟
• you need to gauge people‟s
FEELINGS about your product
• Talk to people about your
concept as soon as you‟ve got
it
• Listen for „good and different‟
• Don‟t be afraid to pivot

Once your product has gone to market

Have a customer satisfaction score

Ask people questions as
often as possible

Let the data tell you the story
of what‟s going on

Have a customer satisfaction score

• many different
methodologies out there
•Just pick one and stick to it
•It‟s more important that it‟s
used across time

“How likely is it that you would recommend our
company to a friend or colleague?”

Ask people questions as often as possible

• whenever your user has
finished doing something ask
a question
•Use social media too
•An incentive will ensure you
get a decent response rate

And now visualise
100
Leverage Maintain
what we're doing well
areas which could differentiate JG

80 good service: 80%
quick and
easy 73%

60 good user
experience 67%

average # of comments:82
average NPS 50%
Monitor Act now
unclear
40 areas at risk act on these or risk a bad reputation
comms 40%

20

0

gift aid
not added -17%
-20

-40

What about feature requests?

• Keep track of them in your feedback spreadsheet
•Accumulate them over time. Try not to make knee-jerk decisions
•Make sure you are getting the full picture

“The request that really matter are the ones you‟ll hear
over and over. After a while, you won‟t be able to
forget them. Your customers will be your memory.
They‟ll keep reminding you. They‟ll show you which
things you truly need worry about”
- Jason Fried and David Hansson (37 Signals)

Get the message out there

Share your report on a regular basis

Share your findings with your entire organisation, but run
key stakeholders through a preview first

Call out quotes from real people

When you’ve got the basics down consider

Segmenting your user types

Segmenting variables such as payment type, device type,
referral

Adding more in-depth qualitative listening

Thank you
Elizabeth Kessick
elizabeth@justgiving.com
@Izabel_blue

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