We’re lucky to have a huge community of people using our website tools and giving us feedback every day. In the process of creating AddThis Pro, we used this feedback to make sure that it was grounded in the needs and desires of the people that use our tools. I’ll share several of the lessons we learned.
Get Out of the Office
Modern technology makes it easier than ever to get out of the office without actually having to leave the building. People use AddThis tools for their blogs, news websites, ecommerce shops, and business sites. So we tried to connect with as many of them as possible––across the globe!
We asked for feedback through surveys, email, fireside chats, one-on-one video conferencing sessions, and independent beta tests so that people could participate however they felt most comfortable. This helped us bridge language gaps and get feedback from our global user community.
Ask the Right Questions
It’s important to start every research project with an understanding of what your goal is. Our initial conversations were around industry trends, website goals, and marketing budgets.
What really helped was when we asked people how to improve our products, as well as what “AddThis Pro” meant to them. This helped open up the dialogue on what premium features people really wanted, like the ability to hide pages from the content recommendation widgets.
We also wanted to learn what the right price was for AddThis Pro. Asking people about their willingness to pay can be fraught with issues, but we found the Van Westendorp model helped determine what is cheap versus expensive for a new product.
Get Real. Fast.
They say a picture’s worth a thousand words, and the same is true in user experience design. Showing people a high-fidelity wireframe, or better yet an actual web page, helps to communicate ideas more clearly and get better feedback.
The same is true for the fidelity of a user testing session. With tools like Google Hangouts becoming ubiquitous, it’s easy to put the user in control and watch how they interact with new features. This helped us learn that first-time setup is core to using AddThis Pro, and we started working to improve that workflow.
Be Ready to Change Directions
Creative work requires trying out different ideas, and the ability to kill off many of them so you’re able to solely focus on the right ones. This means being willing to try, fail, and change directions as quickly as possible.
When we tested out promotions for various with site visitors, we discovered that people really wanted premium AddThis widgets. This wasn’t in the initial plan, but helped to shape the direction of AddThis Pro.
Balance Feedback with Data
It’s important to balance qualitative feedback with quantitative data about how people are using your tools. Usually these two kinds of research reinforce each other, but there are times when they tell very different stories.
For example, some people thought that AddThis Pro could include more in-depth analytics, but the web traffic didn’t reinforce that notion. Instead we gave site owners a powerful new dashboard which has already surpassed the classic analytics in user engagement.
These are some of the learnings we garnered from testing and research for several months, and none of this would be possible without the participation and time of our user group. (So thank you all who took the time to give us feedback!)
What about you? What are your thoughts on features you like (or would like to see) in AddThis Pro?