The world's top apps all have one thing in common: users LOVE them. How did these companies know what to build and how to market themselves to become an app that everyone talks about? As co-founder of Appbot, Claire's world revolves around demystifying user feedback for some of the world's most successful app businesses. The presentation covers both low and high tech ways to aggregate and analyze what users want so that yo can improve your app with every update, whether your app is getting hundreds of reviews per day or is still pre-launch. If you enjoy this slide deck, find other great content about making your app a success at http://blog.appbot.co.

1. Making
Apps
People
Love:
How
to
tap
into
user
feedback
Claire
McGregor
Co-­‐founder,
Appbot.co

2. Making
apps
people
love
=
listening
to
users.
Key
techniques
are…

3. IdenGfying
(or
creaGng)
a
“Wow!”
moment.

4. AggregaGng
feature
requests
in
app
reviews.

5. Understanding
the
impact
of
listening
to
users
(or
not
L).

6. StarGng
conversaGons:
Review
workflows.

7. PuSng
your
inbox
to
work.

8. Using
TwiVer
to
your
advantage.

9. Loving
your
compeGtors.

10. IdenGfying
or
creaGng
your
app’s
“Wow”
moment?

11. Really
successful
apps
have
3
things
in
common:
• They
delight
users
• They
understand
exactly
what
in
their
app
leaves
users
feeling
delighted
(the
“wow”)
• And
they
use
that
informa=on
effec=vely
– Marke=ng
– ASO

12. What
is
a
“wow”
moment”
It’s
the
moment(s)
in
your
app
that:
• Makes
users
smile
• Users
show
their
friends
and
family
• Is
oGen
shared
on
social
media
• Is
repeatedly
men=oned
in
5
star
reviews
• If
you
talk
to
users
(other
than
your
mum),
it’s
probably
the
thing
they
say
“I
really
love
how
it….”

13. Really
life-­‐changing
apps
oZen
have
more
than
one.

14. A
properly
leveraged
“Wow!”
moment
maximizes
online
&
offline
referrals
to
your
app.
Some
examples…

15. The
voice
prompts
in
7
Minute
Workout

16. The
accuracy,
speed
&
simplicity
of
Shazam

17. The
transparency
&
efficiency
of
Uber

18. Why
“Wow”
maVers
so
much…

19. Get
your
users
to
“Wow!”
fast

20. Use
it
in
MarkeGng

21. Make
it
easy
to
share
Ask
for
reviews
at
the
right
=me

22. A
properly
leveraged
“Wow!”
moment
maximizes
online
&
offline
referrals
to
your
app.

23. Great
“Wow!”
moments
don’t
happen
by
accident…

24. How
did
these
companies
create
and
capitalize
on
these?
Where to look What to do
5 star reviews Read and cluster by word and theme
Competitor reviews Read and cluster – look for feature
requests
Social media channels Look for most favourited/retweeted/
shared suggestions or existing features
Competitors’ social media channels Look for most favourited/retweeted/
shared feature requests or pain points
Feedback channel – review workflow Organize & cluster feature requests
and compliments in feedback from
happy users
Support emails Organize & cluster feature requests
and compliments in emails

25. Finding
feature
requests
in
reviews,
fast

26. Low-­‐tech
opGons
• Search
for
clue
phrases
in
app
reviews
– "Would
be
great
if…"
– "Could
you
please…"
– "Please
add…"
• Record
results
somewhere
shareable:
– Excel
via
Dropbox
– Google
Sheets
– Trello

27. Clustering
by
topic

28. Clustering
–
Word
Clouds

29. Clustering
–
rank
words
by
count

31. Results
of
listening
closely

33. What
about
when
things
don’t
go
to
plan?

34. Iterate
quickly
based
on
data-­‐driven
prioriGes.

35. Make
use
of
release
notes
in
App
Store.

36. NoGfy
requestors
of
changes.

37. Monitor
raGngs
&
reviews
for
reacGon.

38. Start
conversaGons:
Review
workflows

39. Well-­‐located
prompt

40. Qualifying
Ques=on

41. Funnel
happy
users
to
review

42. Un-­‐happy
users
to
send
feedback

43. More
5
star
reviews
Ability
to
iniGate
a
conversaGon
–
ask
for
more
info
etc
Increased
text
feedback
Less
1
star
reviews
The
benefits:

44. If
you’re
lucky…

45. PuSng
your
inbox
to
work

46. Clustering…
again
• Manually
– Trello
– Gmail
labels
– Google
Spreadsheet

47. Clustering…
again
• Manually
– Trello
– Gmail
labels
– Google
Spreadsheet
•
Automate
– CRMs
like
Zendesk
– More
basic
version
with
Gmail
filters
(teams
of
one)

48. Using
CRM’s
for
feature
requests:

49. Build
what
is
requested
most
oZen,
not
most
recently.

50. Close
the
loop:
NoGfy
requestors
when
you’ve
built
the
feature
they
asked
for.

51. Hard
lessons
about
support
• Start
straight
away
• Make
sure
it’s
shareable
• Think
long-­‐term
• Best
if
in-­‐line
with
other
channels
like
reviews
and
social
media
–
run
reports
in
one
tool.

52. Use
TwiVer
to
your
advantage

53. If
you
have
a
large
TwiVer
presence:
• Learn
your
customer’s
response
to
your
“wow”
moment
or
UVP
– Search
“Your_handle
wow_moment”
• Track
down
(and
correct)
known
issues
– Search
“Your_handle
known_issue”

54. Or
if
not:

57. You
can
do
the
same:
• If
you’ve
got
hunches
about
compe=tor
pain
points,
quan=fy
them:
– Search
“compe=tor_handle/name
pain_point”
– Then
solve
them!
• If
you
want
to
test
your
point
of
difference
really
macers
to
compe=tors
users:
– Search
“compe=tor_handle/name
point_of_difference/wow_moment”

58. Two
good
reasons
to
love
your
compeGtors.

59. CompeGtors
do
your
research
for
you

60. You
are
probably
faster
than
they
are!

61. Watch
them
closely
• Google
Alerts
• Monitor
them
with
a
Twicer
search
• Follow
their
Facebook
page
• Follow
them
on
Quora
• Subscribe
to
their
content
• Monitor
their
reviews
• And
anywhere
else
that
you
can
measure
user
interac=ons….

62. Look
for
• Pain
points
• Requests
• Sugges=ons
Then
do
it
faster
or
becer
(or
both!).

63. A
quick
recap
• Iden=fying
your
“wow”
moment
• Quick
ways
to
aggregate
feature
requests
• The
impact
of
listening
to
users
(or
not
L)
• Star=ng
conversa=ons
with
review
workflows
• Pueng
your
inbox
to
work
• Using
Twicer
to
your
advantage
• Two
good
reasons
to
love
compe=tors

64.
Tweet
me,
maybe?
@clairesayshi
@AppbotX
Read
more:
blog.appbot.co