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Feature audit is a tool to evaluate your product features on two scales: how many people are using the feature and how frequently this feature is being used. It's really simple to do if you track feature usage, if you don't- we suggest to put it on top of your developers queue.
Here is what you stand to learn:
- Features that are used by most users, most frequently, are the features that deliver the value. These are the features that have to be a part of your onboarding and trial processes.
- Features used frequently by a segment of the users, do you know what these users have in common? what is the use case?
- Features that are not used as often or not as adopted, do you know why they don't deliver?
Des traynor, CEO of Intercom has a great post about feature auditing, read it here.
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#2: Customer Feedback and Support Tickets
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Customer feedback can come from many channels: from surveys you send out, from social media, from in-app messaging and from support tickets. The term support tickets is actually misleading, since it delivers so many different feedback types:
- Questions about how to use the product
- Bugs and issues
- Feature requests
- Product inquiries
PRO TIP: look at past tickets of returning customers to learn what customers with high intent inquired about or struggled with. This can help you anticipate questions new users with high intent might have and help you improve onboarding.
A word about segmenting feedback: feedback from new users (or users of free plans) is different than feedback from returning customers (who know your product inside-out). Dave Gerhardt from Drift wrote a great post about it and how they handle each type of feedback,
read it here.
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#3: Bigger Picture Interviews
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After learning which features deliver the most value to our customers, and how they can be made better, we still need to understand the bigger picture. Our product doesn't exist in a void, our customers are using it to improve something about their lives. The best way to understand what this something is, is by talking to them. And this is what we should learn:
- What problem does our product solve for them?
- How did they solve this problem before they got to know our product?
- What other products did they try?
- Which products do they use in combination with our product?
The difference between interviews that deliver insights and interviews that don't is the questions we ask. Ula Holovko from KeepSolid wrote a great post about it, read it here.
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We hope you got some action items out of this edition! Stay tuned for next week when we share how Monday leveraged what they learned from existing customers for new growth opportunities.
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