How PMs can measure the success of their Product — Measuring user satisfaction
User satisfaction can assist you to assess your product at basically 2 parameters :
- Performance of your product vs competitor/user expectations
- Highs & lows about your product features & functionality
Metric No 1 →NPS
The most common methodology to measure overall user satisfaction is the Net Promoter Score (NPS). NPS reduces customer satisfaction down to a single measurable metric.
“On a scale of 0 to 10 , how likely are you to refer/recommend [your product] to a friend or colleague?”
It’s good practice to follow up the NPS questions with a qualitative question as well so as to understand the reason against the rating and take corrective actions accordingly.
The idea is to convert users into ambassadors of your product through a delightful experience.
However, NPS is plagued with some common roadblocks :
- It requires a substantially large data set to derive a trend and relevant insights.
- It is inclined more toward recent user experiences & skewed based on the user selection process.
- No standard benchmark is available across different domains to perform competitive benchmarking.
- Subjective to different use-case solved by products. It may be not relevant to all products. For instance, Cleartax is used by users once a year & it’s tough to create user advocacy due to low frequency & mundane use-case.
- A qualitative question is a must to derive relevant insights.
- Highly dependent on the timing of the NPS survey. For instance, sending an NPS survey related to onboarding experience just after a technical glitch isn’t going to help in garnering actionable insights.
Nonetheless, if supported up by carefully crafted user surveys, research methodology, metrics tracking, and inputs from the customer support team, NPS can prove to be a swift and easy way to elevate user satisfaction in an efficient manner.
Metric No 2 →Classifying User Satisfaction based on convenience & features
Another simple approach to evaluate satisfaction with specific benefits, functionality, or features is to ask users a 2- part question with the option of four multiple-choice answers (or rankings on a scale from 1 to 4) for respective offerings of your product.
For example, for Swiggy, you might ask users to rate their satisfaction on:
• Ease of use
• Application speed and stability
• Payment options
• Breadth of offerings/restaurant partners
• Delivery experience
• Offers & Discounts
We can deploy the above matrix to take key decisions by classifying the features and functionality into 4 quadrants.
- Trim ✂
Having a dissatisfying feature in your product that doesn’t offer value to users, can be trimmed to improve user experience and reduce maintenance complexity. If trimming isn’t an available option then ruthlessly deprioritize resources and focus on its further development and maintenance.
- Preserve ⛑
Features that are just able to meet user expectations don’t need further investment since they aren’t setting apart your product from competitors. However, it needs continuous monitoring and shouldn’t be missed from your radar.
- Grow 🌱
It’s your cash-cow & the idea is to deploy resources and energy in the area which can further elevate the user experience. Introduce one additional level of delight for the user so that it is always one notch above the competitors & helps you to maintain the lead.
- Prioritize ⏱
Invest in critical but low-medium satisfaction features. These features might need considerable work to close the gap between what you have today and what your users expect.
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