The One Thing That Makes Every Great Product

You want to get user feedback in 3 ways (all important):

1. User interviews
2. User surveys
3. Quantitative analytics

You can't listen to everyone. The key to doing user feedback right is to only listen to those who are in your target market. Also, instead of actioning their feature suggestions, pay attention to the pain points behind them.

User interviews are ideal for learning about users' first impressions and the onboarding flow. That's because early-stage users often churn at the top of the funnel - you can't rely on surveys further down the funnel.

User surveys let you get feedback from a larger number of users. Users are most likely to give you feedback after they have already reached an ‘aha moment’. Here's the quick survey Superhuman uses:

1. How would you feel if you could no longer use the product? Options are: Very disappointed, somewhat disappointed, not disappointed.
2. What type of people do you think would most benefit from our product? (explains type of person they are)
3. What is the main benefit from our product? (helps you identify the UVP)
4. How can we improve our product for you? (you can improve the product to better satisfy users who answer 'somewhat disappointed')

Quantitative analytics are useful for putting all your qualitative feedback into perspective and pinpointing big problems (where conversions are low).

Superhuman came up with a carefully-designed survey to qualify the relevance of a user's feedback. The first question was also a signal of product-market fit. If over 40% of users respond 'very disappointed' it means you likely have it.

Feedback is so important because it's the only way to learn what works in the minds of customers.

There's no golden rule.

As of now, there's still no magic formula to tell you what will work for the real, living human beings that you build products for.