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App | Design & UX

The best ways to gain user feedback on your app

and how to translate that into improvements


You’ve launched your app. It’s out there in the wild being used by your customers but how is it being received? What can you learn from its early usage?

What do we mean by customer feedback?

Speaking and listening to your customers. Taking the time to understand how your product fits into their daily lives and how they use it. There are lots of different ways to conduct user research and at Si digital we typically base ours within a Design Thinking framework. Customer feedback forms part of the empathise phase.

Feedback types

The best place to start when trying to understand how your customers are using your app is by conducting a survey. There are numerous ways to put a survey together with different methods to deliver these to your customers.

design thinking

In-app surveys

Capturing feedback within the context of your app whilst your customer uses it is invaluable. This might be through adding a feedback form in the menu or alternatively integrating with a third-party tool such as Instabug to trigger feedback forms during certain key events.

Receiving feedback from customers whilst they’re using your app can help capture those in the moment thoughts or issues.

feedback types

Email surveys

For bigger picture feedback, email surveys to your customer base can help you build a deeper understanding of what they want to see in future iterations. It’s important to keep these questions short and focused. If you want to send a deeper dive survey, it’s worth considering how you might incentivise customers to give up their time to help. Consider using services such as Typeform or Survey Monkey.

App store reviews

If your product has been on the app store for a while, it’s likely that you will have begun asking for reviews to help promote the app with Apple or equivalent. Although negative reviews are never nice to receive, they can be an essential part of learning more about customer frustrations. Read all app store reviews that are both positive and negative, reply and ask for more information. Begin to identify patterns between reviews. Are some customers frustrated by the same things? This will give a good indication of areas to focus iterations.

app store reviews

User testing sessions

To gain a real insight into how your customers use your product, user testing is really a must. Surveys can act as a useful quantitative tool whereas user testing can help you get that qualitative feedback.

Testing with customers really is more accessible than ever. Complicated lab setups are no longer required and a simple round of tests can be achieved quite rapidly using a tool like Zoom.

If the pandemic has taught us anything, it’s that we are all adaptable and remote setups are now commonplace.

When we user test at Si digital, we tend to follow the principle of testing with a set of 5 users, where up to 80% of issues can be identified. After this, you will see diminishing results.

In terms of the actual tests, we establish the goals of our customers’ products and write tasks around the key user journeys that happen. This is then observed during user testing sessions to see how customers get on. Using a moderated, think aloud approach, it’s amazing what can be uncovered.

What do I do with all this feedback?

Good question. After you’ve spent the time surveying customers, combing through reviews and gaining real insight from user testing, it’s good to begin drawing patterns between all the various feedback types. It’s likely that the bigger changes and ideas will become part of a longer term product roadmap and move into the Design Thinking framework, but with smaller, quicker changes, it’s good to break this out into three stages.

  • Review – Product owners, decision makers and the design/development team should collaborate and review all incoming feedback.
  • Prioritise – Different priorities should be given to immediate bug fixes, features or enhancements. These can be added to issue tracking tools such as Jira and placed into upcoming sprints.
  • Change – Design and development teams should work in cycles to deliver enhancements based on the feedback type and its prioritisation.

Need help?

Not everyone has the time to undergo a period of user research to gather customer feedback and spend the time analysing it. This is a service we offer at Si digital.

Get in touch