application development john carpenter mob4hire

8/14/2019 Application Development John Carpenter Mob4Hire

1/22

User Feedback Techni ues to Make

Great Mobile SoftwareJohn Carpenter

CTO

Mob4Hire


2/22

Why is user feedback important? 69% of mobile

users discover appsbased on top store

rankings, userreviews andrecommendationsfrom friends.

Therefore making greatsoftware is yourbest marketing

strategy But you cant

make greatsoftware without

including users!


3/22

Two Problems:

1) The Fragmented MobileEcosystemMobile Ecosystem

Handset diversity; Over 25K on 750+ operators Software diversity

O/S diversity (platforms, middleware, widgets)

Standards implementation diversityccor ng o s an ar s, s s ou wor ,

That API isnt 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)


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Two Problems:

2) Difficult to access users for feedback


5/22

The Mobile Test Cycle of Life

2. White Box

Prototyping, alpha testing,developer stage testing,regression testing, codereview. No emulators!

3. Black BoxUsers testing software on their devices,in-market. Developers make the worsttesters. How do users respond to your

app? Make sure its a great experienceBEFORE you port or post.

4. GoldUsability and userexperience feedback.Customer loyalty andbusiness model studies.Viral / killer featurefeedback for marketing.What needs to go intonext version?1. Blank Canvas

What do we want to build? Who is ourtarget user? Storyboarding. Whats ourbusiness model?

Mobile Test Cycle of Life 2009 Mob4hire.com


6/22

User Feedback in the 10 Step Development Cycle

User Feedback in the 10 Step Mobile Development Cycle 2009 Mob4hire.com


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8/22

Making great software is the best marketing strategy

Dont SuckDont CrashOver 50% of users experience

application crashes69% of users discover apps basedon quality through top rankings,reviews and recommendations.

Your revenue growth depends on creatingcustomer loyalty for your software


9/22

Three Dimensions of Customer Loyalty

BusinessPrograms

Marketing

CustomerDevelopment

-

FirmValue

CustomerLifetime

Customer

AcquisitionBusinessPrograms

Marketing

Customer

AcquisitionFirmValue

CustomerLifetime

Customer

Retention

Product

Based on research by Dr. Bob Hayes, Ph.D.www.businessoverbroadway.com

Sales

Service

CustomerRetention

Sales

ServiceCustomer

Development(cross/up-sell)


10/22

Three ways to grow business

Outcome Behavior MeasureReve

Increaselength of

customer life

Churn/Defection rate

RetentionLoyalty

ueGro

wth

Increase sizeof customerbase

Number ofreferrals

AdvocacyLoyalty

Increase

number ofpurchases

Purchasebehavior

PurchasingLoyalty


11/22

How likely are you to upgrade your MOBILE APP fromFreemium 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?

Customer Loyalty Indices sample questions

Retention

cy

friend? Whats the main reason youd give for recommending

MOBILE APP?

How likely are you to purchase different types of APPSfrom us?

Whats the main reason youd want to purchase differentAPPs from us?

Purchas

ing

Advoc


12/22

Customer Loyalty Qualitative + Quantitative Response

0 1 2 3 4 5 6 7 8 9 10

EvangelistsFans

DetractorsCritics

PassiveNeutral

How likely would you be to recommend MOBILE APP to a friend? (calculate an average %)

voca esAngelsMissionariesPromoters

m va en

Whats the one thing we could do to improve that rating for MOBILE APP?


13/22

Look for biggest impact from

recommending behavior

lty

vangelist

This is the

Loy

Profitability

Low High

Critic

Neutral

E

want to do


14/22

Starting a Customer Loyalty Measurement Program

Someone in the Executive Team must sponsor it

Dont delegate leadership or the program will fail

Get outside help to set it up

Measure constantly and consistently

standard survey tools

at re ular events or times when the user re isters

Contact Dr. Bob Hayes, Ph.D. for more help on customer loyalty measurement

www.businessoverbroadway.com

disconnects, upgrades, hits a high score Incorporate metrics into executive

management meetings

Watch for quantitative upward trending

if things are going up, thats good!


15/22

Group UserGroup User

Feedback Technique:Feedback Technique:TownhallTownhall

Group UserGroup User

Feedback Technique:Feedback Technique:TownhallTownhall


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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, executivesmandator virtual townhalls can have man

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


17/22

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 were missing

On flipchart 2, page 2, write:

Record your ideas / issues (privatetime)

Vote to prioritize ideas / issues

Discuss top ideas / issues

Cover both flipcharts with page 1

On wall, clear three large areaswith the titles Like Dislike andOpportunities


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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

What are the opportunitieswe're missing?

2. Give as much time as needed 10 to 15 minutes?

3. XXXX team collect post-it notes

and stick on wall consolidatecomments into categories

1Ensuring that participants actually writedown their answers will help commit themto the discussion.


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Prioritize by Voting1. Once all post-it notes are

on wall, pass out 10 littlesticky dots to everyone

2. Everyone should stand upand review whats on thewall. XXXX staff can getdots of another colour,optional.

3. Customers place theirdots on the sticky notesthat resonate the mostwith them. They can

allocate their dots anyway they want; 10 onone note if they like

4. Virtually, you can use achat room


20/22

Seek to understandOn flipchart, listthe top priorities

from each category

based on the # ofdots

Then Seek to understand dive into each priority involve customersin trying to understand. Spend only a little time on likes and much more ondislikes and opportunities. Ask customers how to solve it.


21/22

Low hanging fruit

nce

igh

This is thestuff youwant to do

Import

Ease of implementation

Difficult Easy

Low


22/22

Thank ou!

John Carpenter, CTO

application development john carpenter mob4hire

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