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    Application Development John Carpenter Mob4Hire

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    SEE2009
    Presentation from the application development track. See http://tiny.symbian.org/seewiki for more information.

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    Application Development John Carpenter Mob4Hire

    Uploaded by

    SEE2009
    909 views22 pages
    Presentation from the application development track. See http://tiny.symbian.org/seewiki for more information.

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    © Attribution Non-Commercial (BY-NC)

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    Presentation from the application development track. See http://tiny.symbian.org/seewiki for more information.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    909 views22 pages

    Application Development John Carpenter Mob4Hire

    Uploaded by

    SEE2009
    Presentation from the application development track. See http://tiny.symbian.org/seewiki for more information.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 22

    User Feedback Techniques to Make

    Great Mobile Software


    John Carpenter
    CTO
    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”
    3. Black Box
    Users testing software on their devices,
    in-market. Developers make the worst
    2. White Box testers. How do users respond to your
    Prototyping, alpha testing, app? Make sure it’s a great experience
    developer stage testing, BEFORE you port or post.
    regression testing, code
    review. No emulators!

    4. Gold
    Usability and user
    experience feedback.
    Customer loyalty and
    business model studies.
    Viral / killer feature
    feedback for marketing.
    What needs to go into
    1. Blank Canvas next version?
    What 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


    Customer
    Loyalty
    Making great software is the best marketing strategy

    “Don’t Crash” “Don’t Suck”


    Over 50% of users experience 69% of users discover apps based
    application crashes on quality through top rankings,
    reviews and recommendations.

    Your revenue growth depends on creating


    customer loyalty for your software
    Three Dimensions of Customer Loyalty

    Customer
    Business Acquisition
    Retention
    Programs
    Business
    Programs
    Customer
    Customer Customer
    Product Firm
    Development
    Acquisition Lifetime
    Marketing Value
    (cross/up-sell) Value
    Sales
    Service
    Customer
    Customer
    Development
    Retention
    (cross/up-sell)

    Based on research by Dr. Bob Hayes, Ph.D.


    www.businessoverbroadway.com
    Three ways to grow business

    Outcome Behavior Measure


    Increase
    Revenue Growth

    Churn/ Retention
    length of
    Defection rate Loyalty
    customer life
    Increase size
    Number of Advocacy
    of customer
    referrals Loyalty
    base
    Increase
    Purchase Purchasing
    number of
    behavior Loyalty
    purchases
    Customer Loyalty Indices … sample questions
     How likely are you to upgrade your MOBILE APP from
    Retention

    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?
    Purchasing Advocacy

     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 Qualitative + Quantitative Response
    (calculate an average %)
    How likely would you be to recommend MOBILE APP to a friend?
    0 1 2 3 4 5 6 7 8 9 10

    Detractors Passive Evangelists


    Critics Neutral Fans
    Ambivalent Advocates
    Angels
    Missionaries
    Promoters
    What’s the one thing we could do to improve that rating for MOBILE APP?
    Look for biggest impact from
    recommending behavior
    Evangelist

    This is the
    Loyalty

    stuff you
    want to do
    Neutral
    Critic

    Low High

    Profitability
    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!
    Contact Dr. Bob Hayes, Ph.D. for more help on customer loyalty measurement
    www.businessoverbroadway.com
    Group User
    Feedback Technique:
    “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 Recorded
    1. 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
    1Ensuring that participants actually write
    we're missing? down their answers will help “commit” them
    2. Give as much time as needed … to the discussion.

    10 to 15 minutes?
    3. XXXX team collect post-it notes
    and stick on wall … consolidate
    comments into categories
    Prioritize by Voting
    1. 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”

    This is the
    stuff you
    Importance

    want to do
    High
    Low

    Difficult Easy

    Ease of implementation
    Thank you!
    John Carpenter, CTO

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