In this article, we will address another topic that is rarely discussed, which is the satisfaction of features , and not necessarily of the product as a whole. We are often concerned with launching features and we look at business metrics and product satisfaction, without knowing if, in fact, what we launched is generating an impact.
that NPS is the best way to measure this. If only it were that simple. It's not often said, but the problem with NPS is that it measures the product experience as a whole , not the features.
Just imagine the question “On a scale of 0 to 10, how likely are you to recommend our product to a friend or family member?” The NPS will give you some macro information and point out some issues. However, sometimes you need more details .
For example, NPS assumes that someone cannot be both a promoter and a detractor. But humans are complex and often contradictory. A study conducted by C Space found that finland mobile phone number some people who were detractors of a product recommended it to their colleagues, and vice versa. The study found that 52% of all people who actively discouraged others from using a brand also actively recommended it. And on the NPS scale, they found consumers who actively promoted and actively criticized the same brand.
Of course, NPS has its advantages, because it is a simple question and serves as a benchmark for you to compare with the NPS of your industry. Even so, it only tells part of the story and does not help you evaluate the features , but rather the product/company as a whole. This is the main challenge for us, Product people.
Net Promoter Score to measure feature satisfaction
In this article, I will give you 2 interesting alternatives to measure functionality satisfaction. This does not mean that you need to stop using NPS; on the contrary, it continues to be very useful for measuring something more macro-level.
In this case, we will focus on measuring functionality . And yes, it is more work, and yes, it is more complex. That is why few people do it and this is one of the reasons why we do not create better products. I hope I can help you with this.
complexity of measuring satisfaction
How to measure feature satisfaction
We need to start asking people what they think of the feature itself . Here's how Miro does it with new features:
using Miro to measure feature satisfaction
We can even go further. Imagine that you are a Product Manager at WhatsApp and have just launched the polling feature. How would you measure the feature ?
I'll show you how I would do it:
Right after the user uses the poll for the first time (whether to create or to respond) I would ask the following, within the app itself:
How satisfied are you with being able to create and answer polls on Whatsapp?
I would create different segments and show the question at 4 different times for each segment, which are:
1 – Who used it for the first time
2 – Who used it for the second time
3 – Who used it for the third time
4 – Who used it for the fourth time
I would make this separation because it is possible that the first time it is more difficult to use than the others, so it is always relevant to make the comparison .
In the analysis, I would also compare the feedback for those who used it in private messages and in groups. And for those who used it in groups, I would separate it by group size to see if it shows any difference.
satisfaction with whatsapp polls
You can also measure the effort of using the features
While adoption and retention may indicate the need for a feature, it does not mean that people are happy to use it . For example, many people are forced to use the FGTS app, but good adoption does not guarantee satisfaction.
satisfaction with the FGTS app
Going back to the WhatsApp example, another way to measure would be to ask:
Overall, how easy was it to create a poll and send it here on WhatsApp?
The answers should vary as follows:
Much harder than I imagined
Harder than I imagined
As expected
Easier than I expected
Much easier than I expected
You could even create a variation only for those who responded , increasing the chances of assertiveness by better contextualizing the question:
Overall, how easy was it to answer a poll here on WhatsApp?
According to a Gartner survey , 96% of people will not become loyal to a product/service if it requires a lot of effort to use. On the other hand, only 9% will not become loyal if it requires little effort to use. Therefore, measuring effort can be an excellent proxy for measuring satisfaction.
Conclusion
I hope I have helped you understand that measuring satisfaction is not just about NPS and that we need to measure features rather than the product as a whole. By doing this correctly, we increase the chance of making better decisions when prioritizing products. After all, as Paul Buchheit says: “Companies don’t fail because they didn’t work 10% harder. They fail because they worked on the wrong things.”
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