As mobile app product managers, it's easy to overlook the power of user feedback in shaping our products' success. However, neglecting this valuable source of insight can lead to subpar usability, poor performance, and ultimately, reduced customer satisfaction. The key is to collect in-app feedback quickly and on a large scale to accelerate your product growth.

Why Collect In-App Feedback?

Many successful apps owe their popularity to pivot points driven by user feedback. Meerkat's original location video streaming app failed to resonate with users, leading the team to rebrand as Houseparty, a live group video chat platform. Similarly, Instagram's early iteration as a location-based app similar to Foursquare eventually gave way to its current form.

By collecting in-app feedback, you can:

  • Validate your app design choices and resolve usability issues
  • Improve customer success rates by optimizing the onboarding process
  • Prioritize your app development roadmap based on user demand
  • Increase in-app engagement rates through data-driven decision making
  • Maintain high technical performance by addressing bugs and quality issues
  • Save money by informing product decisions with data-backed insights

A Step-by-Step Framework for Collecting App User Feedback

To get started, you need a structured feedback process. Here's how to build a robust system:

  1. Decide on the Required Type of User Feedback: Determine whether you need proactive or reactive feedback, depending on your goals and pain points.
  2. Create In-App Feedback Forms: Design forms that align with your goals and collect relevant data.
  3. Develop Need-Based Surveys: Conduct surveys to gather additional insights beyond in-app feedback.
  4. Decide on Your Process for Operationalizing User Feedback: Establish a system for responding to user feedback and incorporating it into your app roadmap.
  5. Include User Feedback in Your App Roadmap: Prioritize features based on user demand and validate product assumptions.
  6. Interact with Your Community to Collect Better Feedback: Engage with your users to gather more valuable insights.

Types of In-App Feedback

There are two primary types of user feedback: proactive and reactive.

  1. Proactive Feedback: Collect user opinions before they can voice them, using in-app surveys or feedback widgets.
  • Use cases: When you notice high user churn, uninstalls, or drop-off rates; when redesigning your app or beta testing new features.
  1. Reactive Feedback: Wait for users to share their experiences and respond promptly to critical issues.
  • Examples: Bug reports, support tickets, public reviews, social media rants.

By incorporating in-app feedback into your product development process, you'll be able to maximize user experience, accelerate growth, and drive long-term success.