Product teams in high-growth companies place feedback touchpoints inside product journeys to rapidly identify product gaps and inform their product roadmaps.
Moving at breakneck velocity is the ethos of product and engineering teams in high-growth and category-defining companies like Figma, Brex, and Youtube. To release and innovate at a fast pace and in the right direction, the product teams in these companies continuously rely on high-quality analytics data and user feedback.
Collecting high-quality and actionable user feedback quickly is notoriously hard. But these teams make it work by automating feedback collection by setting up feedback prompts at key points in the product journey. This enables teams to quickly and simultaneously discover users’ unmet needs, pain points, and desires at multiple points inside the product.
In-product feedback collection has multiple benefits. Feedback is highly contextual as the user is in the moment of performing a specific action. Users more readily share their accurate stories resulting in 5-10x response rates of non-contextual channels like emails. Feedback collection can be automated for scale and gathered quickly.
Here we are compiling the multiple ways how high-growth companies collect in-product feedback to power their product development and growth.
Supercharge feature development
1. Improving the success of new features (Amplitude)
2. Identifying product gaps (Figma)
3. Validate new features ideas (Apollo)
Automated feedback workflows
4. Improving conversions by building feedback workflows around critical product flows (Brex)
5. NPS feedback loop (Brex, Amplitude, Swiggy)
6. Fixed channels to share feedback (Figma, Google Pay, MyGate)
7. Improving recommendations (Youtube, Google, LinkedIn, Quora)
Other creative in-product feedback loops
8. Measuring usefulness of documentation and help sections (Stripe, Intuit, Cleartax, Google)
9. Evaluating content alignment with subscribers (Blogs & Newsletters)
10. Understanding about-to-be churned website visitors (Nobroker)
Hope this list gives you ideas to leverage the best practices around feedback automation and supercharges your product development process and growth!
1. Improving the success of new features (Amplitude)
Successfully improving new features hinges on user feedback more than quantitative data. Appropriately placed feedback asks inside the new features is a quick way to get highly contextual feedback from the users.
Amplitude’s newly released Data Tables has a prominent “Give Feedback” CTA.
2. Identifying product gaps (Figma)
Feedback prompts inside the product journeys is one of the best ways to accurately understand how the user perceives the feature or the product.
Figma identifying product gaps on its file search page.
https://drive.google.com/file/d/1vNXY1PUtvAP8p2H9WbJCOd1IX3LmSQqj/view?usp=sharing
3. Validate new features ideas (Apollo)
Quickly validate new feature ideas at scale with users by asking the right users at the right time.
Apollo evaluating a content automation idea on its content management page.
Apollo uses in-product surveys to quickly gather data to prioritize its roadmap.
4. Improving conversions by building feedback workflows around critical product flows (Brex)
To maintain high levels of customer satisfaction and lifetime value in critical product flow like onboarding or checkout, in-product feedback is tightly coupled with customer support and customer success workflows.
Brex: Customers having subpar onboarding experience get white-glove service from the customer success team.
5. NPS feedback loop (Brex, Amplitude, Swiggy)
The best companies constantly pulse their customers, follow up with detractors and passives and speak with promoters. But the most valuable are the conversations to get the next level of detail into why someone felt a certain way about a certain part of the product experience.
Brex frequently conducts NPS
Amplitude does periodic checks via their in-product chat
Swiggy measures the user experience inside its mobile app
6. Fixed channels to share feedback (Figma, Google Pay, MyGate)
1. Figma: Submit feedback section in the Help icon.
7. Improving recommendations (Youtube, Google, LinkedIn, Quora)
Feedback prompts on feeds continuously inform the recommendation algorithms of users’ preferences and immediately update the feed to increase customer value.
Youtube homepage
LinkedIn feed
Google searches
Quora feed
8. Measuring usefulness of documentation and help sections (Stripe, Intuit, Cleartax, Google)
Feedback prompts inside help sections enable continuous discovery of how visitors perceive. Teams can then we can go back and improve the experience accordingly to improve conversions and engagement.
Stripe
Intuit
Cleartax
Cleartax
9. Evaluating content alignment with subscribers (Blogs & Newsletters)
Creators and thought leaders embed soft feedback asks inside their blogs and newsletters to continuously evaluate their content-reader alignment.
Lenny's Newsletter
Product Hunt’s Daily Digest
Pet MD
10. Understanding about-to-be churned website visitors (Nobroker)
NoBrokercontinuously identifies and fixes top churn reasons by asking website visitors the purpose of their visit.
💡Blitzllama provides plug-and-play versions of all the above use cases. This helps product teams to deploy feedback loops inside products within minutes. If you would like to explore further please sign up on Blitzllama or email us at team@blitzllama.com.
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