Elizabeth Kessick Prioritising and actioning user feddback to make your products and services thrive

1. Prioritising user feedback
Elizabeth Kessick
Head of Insight, JustGiving.com

2. About JustGiving
Over
13m
users
over
£1billion
Over raised
8,000
charities

3. The early days

4. Feedback from one user can make all the difference
“Any short term discomfort I
may suffer running and
training for the 26.2 miles is
nothing to the private
frustrations and agonies of
an autistic child trying to
comprehend a world that is
utterly alien to them, or the
dedication and sheer graft
of the parents and carers of
those affected with this
condition...”

5. Fundraising on JustGiving

6. Why should you care about user
feedback?
•It guides you to make the best return on investment
•It keeps you ahead of the competition
•Fix the right things and create the „long wow‟ for your customers = more
word of mouth referrals
•And it can help you find the next thing on the horizon
“a brand is not what you say it is, but
what the customer says it is”
- Marty Neumeier

7. Early user feedback
• it‟s not just about „how easy is
it to use‟
• you need to gauge people‟s
FEELINGS about your product
• Talk to people about your
concept as soon as you‟ve got
it
• Listen for „good and different‟
• Don‟t be afraid to pivot

8. Once your product has gone to market
Have a customer satisfaction score
Ask people questions as
often as possible
Let the data tell you the story
of what‟s going on

9. Have a customer satisfaction score
• many different
methodologies out there
•Just pick one and stick to it
•It‟s more important that it‟s
used across time
“How likely is it that you would recommend our
company to a friend or colleague?”

10. Ask people questions as often as possible
• whenever your user has
finished doing something ask
a question
•Use social media too
•An incentive will ensure you
get a decent response rate

11. And now visualise
100
Leverage Maintain
what we're doing well
areas which could differentiate JG
80 good service: 80%
quick and
easy 73%
60 good user
experience 67%
average # of comments:82
average NPS 50%
Monitor Act now
unclear
40 areas at risk act on these or risk a bad reputation
comms 40%
20
0
gift aid
not added -17%
-20
-40

12. What about feature requests?
• Keep track of them in your feedback spreadsheet
•Accumulate them over time. Try not to make knee-jerk decisions
•Make sure you are getting the full picture
“The request that really matter are the ones you‟ll hear
over and over. After a while, you won‟t be able to
forget them. Your customers will be your memory.
They‟ll keep reminding you. They‟ll show you which
things you truly need worry about”
- Jason Fried and David Hansson (37 Signals)

13. Get the message out there
Share your report on a regular basis
Share your findings with your entire organisation, but run
key stakeholders through a preview first
Call out quotes from real people

14. When you’ve got the basics down consider
Segmenting your user types
Segmenting variables such as payment type, device type,
referral
Adding more in-depth qualitative listening

15. For more user research tips check out

16. 3 things to remember
Get a feedback system
in place so you can
notice change – and act
User feedback isn‟t
fast!
„vanity metrics‟ – used
correctly it can drive
your business forward Listening to your users
makes you more
knowledgeable about
your brand.

17. Thank you
Elizabeth Kessick
elizabeth@justgiving.com
@Izabel_blue