Exploring Effective Feedback Techniques in the ESL Classroom
Mob4hire user feedback techniques for SEE 2009
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Transcript of Mob4hire user feedback techniques for SEE 2009
User Feedback Techniques to Make Great Mobile Software
John CarpenterCTO
Mob4Hire
Why is user feedback important?① 69% of mobile
users discover apps based on top store rankings, user reviews and recommendations from friends.
② Therefore … making great software is your best marketing strategy
③ But … you can’t make great software without including users!
Two Problems:1) The “Fragmented Mobile Ecosystem”Mobile Ecosystem
Handset diversity; Over 25K on 750+ operators Software diversity
O/S diversity (platforms, middleware, widgets) Standards implementation diversity
(“According to standards, this should work …”, “That API isn’t documented but it kinda works like …”)
Mobile 2.0 browser diversity Operator / Environmental diversity
Developer or Regional Feature variations, e.g. freemium models User preference diversity (requirements, accessibility, languages)
Two Problems:2) Difficult to access users for feedback
The Mobile Test “Cycle of Life”
2. White BoxPrototyping, alpha testing, developer stage testing, regression testing, code review. No emulators!
4. GoldUsability and user experience feedback. Customer loyalty and business model studies.Viral / killer feature feedback for marketing.What needs to go into next version?
3. Black BoxUsers testing software on their devices, in-market. Developers make the worst testers. How do users respond to your app? Make sure it’s a great experience BEFORE you port or post.
1. Blank CanvasWhat do we want to build? Who is our target user? Storyboarding. What’s our business model?
“Mobile Test Cycle of Life” © 2009 Mob4hire.com
User Feedback in the 10 Step Development Cycle
“User Feedback in the 10 Step Mobile Development Cycle ” © 2009 Mob4hire.com
CustomerLoyalty
Making great software is the best marketing strategy
“Don’t Suck”“Don’t Crash”Over 50% of users experience
application crashes69% of users discover apps based on quality through top rankings, reviews and recommendations.
Your revenue growth depends on creating customer loyalty for your software
Three Dimensions of Customer Loyalty
Based on research by Dr. Bob Hayes, Ph.D.www.businessoverbroadway.com
BusinessPrograms
MarketingSales
Service
CustomerDevelopment
(cross/up-sell)
FirmValue
CustomerLifetime
Value
CustomerAcquisition
CustomerRetention
BusinessPrograms
MarketingSales
Service
CustomerAcquisition
FirmValue
CustomerLifetime
Value
CustomerRetention
CustomerDevelopment
(cross/up-sell)
Product
Three ways to grow business
Outcome Behavior Measure
Revenue Grow
th
Increase length of customer
lifeChurn/
Defection rateRetention
Loyalty
Increase size of customer base
Number of referrals
Advocacy Loyalty
Increase number of purchases
Purchase behavior
Purchasing Loyalty
How likely are you to upgrade your MOBILE APP from Freemium to a Paid subscription?(Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely)
Would you buy this app from us again?
How likely would you be to recommend MOBILE APP to a friend? What’s the main reason you’d give for recommending MOBILE APP?
How likely are you to purchase different types of APPS from us? What’s the main reason you’d want to purchase different APPs from us?
Customer Loyalty Indices … sample questionsR
eten
tion
Pur
chas
ing
Adv
ocac
y
Customer Loyalty Qualitative + Quantitative Response
0 1 2 3 4 5 6 7 8 9 10
EvangelistsFansAdvocatesAngelsMissionariesPromoters
DetractorsCritics
PassiveNeutral
Ambivalent
How likely would you be to recommend MOBILE APP to a friend?
What’s the one thing we could do to improve that rating for MOBILE APP?
(calculate an average %)
Look for biggest impact from recommending behavior
Loya
lty
ProfitabilityLow High
Crit
ic
N
eutra
l E
vang
elis
t
This is the stuff you want to do
Contact Dr. Bob Hayes, Ph.D. for more help on customer loyalty measurementwww.businessoverbroadway.com
Starting a Customer Loyalty Measurement Program
• Someone in the Executive Team must sponsor it Don’t delegate leadership or the program will fail Get outside help to set it up
• Measure constantly and consistently• standard survey tools• at regular events or times; when the user registers,
disconnects, upgrades, hits a high score• Incorporate metrics into executive
management meetings• Watch for quantitative upward trending …
if things are going up, that’s good!
Group User Group User Feedback Technique:Feedback Technique:
“Townhall”“Townhall”
Who is at a Townhall? Team Members
1 team member to be Facilitator 1 coordinator to handle logistics 1 note taker for “stream of consciousness” Bring in others from the team to participate (support,
development, sales, executives mandatory) … virtual townhalls can have many
Recruiting customers 12 participants is great Contact day before townhall to confirm / remind Ensure customers have directions and parking
instructions (pay for parking if needed); if virtual, clear instructions on how to log in
Townhalls take approximately 2 hours
Before you start the townhall Prepare two flipcharts
On flipchart 1, page 2, write: “Take a few minute to jot down:”
3 things you like about XXXX 3 things you dislike about XXXX 3 opportunities that we’re missing”
On flipchart 2, page 2, write: “This is what we’ll do:
Record your ideas / issues (private time)
Vote to prioritize ideas / issues Discuss top ideas / issues”
Cover both flipcharts with page 1 On wall, clear three large areas
with the titles “Like” “Dislike” and “Opportunities
Get Ideas Recorded1. Ask participants to write down 3
answers to each of the following questions1: What do you like about XXXX,
XXXX's products? What do you dislike about
XXXX? What are the opportunities
we're missing?§ Give as much time as needed …
10 to 15 minutes?§ XXXX team collect post-it notes
and stick on wall … consolidate comments into categories
1Ensuring that participants actually write down their answers will help “commit” them to the discussion.
Prioritize by Voting1. Once all post-it notes are
on wall, pass out 10 little sticky dots to everyone
2. Everyone should stand up
and review what’s on the wall. XXXX staff can get dots of another colour, optional.
3. Customers place their dots on the sticky notes that resonate the most with them. They can allocate their dots any way they want; 10 on one note if they like
4. Virtually, you can use a chat room
“Seek to understand”On flipchart, list
the top priorities from each category
based on the # of dots
Then … “Seek to understand” … dive into each priority … involve customers in trying to understand. Spend only a little time on “likes” and much more on “dislikes” and “opportunities”. Ask customers how to solve it.
“Low hanging fruit”Im
port
ance
Ease of implementationDifficult Easy
Low
H
igh
This is the stuff you want to do
Thank you!John Carpenter, CTO