[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 WarmGun 2014
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Based on interviews with:""
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
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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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Interpret
Listen
MonitorAct
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Customers organizational Collecting don’t customer care about a company’s
structure or feedback,
internal
divisions by itself, of has labor.
no ROI.
Value They will comes communicate from
their needs
deriving through any channel expect organizations useful insights available, and they
closing the loop with to and
information internally.
the share customer.
that
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HOW IN-PRODUCT FEEDBACK HELPS STARTUPS!
Image credit: TruScribe for Weird Al Yankovic’s Mission Statement: http://www.youtube.com/watch?v=GyV_UG60dD4
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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

Social
Media
Ad Hoc
Surveys
Customer
Calls
Focus
Groups
In Product
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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101 Startup Failure
Post-Mortems
September, 2014
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Top 20 Reasons Startups Fail
42%
29%
23%
19% 18% 17% 17%
14% 14% 13% 13% 13%
10% 9% 9% 8% 8% 8% 8% 7%
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Primary driver of startup failure:
Lacking insights into customers’ needs
42%
17%
17%
14%
13%
No Market Need for Solution
Poor Product Quality or Usability
Need/Lack Business Model
Ignored Customers
Product Mis-Timed
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READY
AIM
FIRE
Find Out
Who is
Affected
Identify
Themes
and
Patterns
Collect
Data
Map Causes
and Effects
Rapid
testing
User
Feedback
Measure
Impact
Refine
Strategy
Discovery
Definition
Develop
Deliver
Opportunity
Aligned to Objectives
Idea or Vision Launch
What To Do Why
How To Do It
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Signandphotocredit:KingstonCrea3ons,availableonEtsy.com

HELP STOP PREMATURE IMPLEMENTATION!
Idea
Development
Launch
Occasional
nerdery:
@avivaux
Thank you
for listening!
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[WARM GUN 2014] DocuSign >> Aviva Rosenstein, "Thought Experiments for Data-Driven Design"

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