Product
User Feedback
Challenge:
understand how users and target audience perceive a product pivot
Company:
Advisable, a freelance platform connecting companies with amazing marketing talent
Approach:
To obtain valuable insights into users' perceptions and opinions during our product pivot & transition towards a more effective approach for connecting companies and talent, I implemented a series of well-planned and structured user feedback rounds.
Collecting feedback for a product pivot via user calls
Step 1
Understand what elements and features of the product and website need to be analyzed (in collaboration with the product team).
(In this case, I focused on the main landing page, the sign-up process and the product experience.)
Step 2
Decide on the audience you want to have on these calls. I suggest a combination between existing users and newly gathered audience that reflects your target users.
In my experience, a completely fresh pair of eyes on your product, without any prior influence, gives a far better and more sincere insight.
Step 3
Source people that will hop on the call, offering them a little reward (f.e. 50$).
Actual users: via email and in-app messaging
New audience:
via LinkedIn Sales Navigator (25% response rate)
user feedback tools, f.e. Respondent
Step 4
Two segments to structure:
the call structure - create a script for a 30 mins chat (ideal length)
the feedback process in general - having several rounds of feedback and giving time and space to the product team for incremental improvements in between has been the best formula in my case
