{"id":15664,"date":"2022-11-08T21:42:31","date_gmt":"2022-11-08T21:42:31","guid":{"rendered":"https:\/\/userpilot.com\/blog\/feedback-loops-peep-laja\/"},"modified":"2025-05-19T11:39:45","modified_gmt":"2025-05-19T11:39:45","slug":"feedback-loops-peep-laja","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/feedback-loops-peep-laja\/","title":{"rendered":"How to Use Feedback Loops to Validate Ideas with Peep Laja CEO at Wynter"},"content":{"rendered":"<p>What are feedback loops? How can <a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\">product managers <\/a>use them to build better products that your customers will love?<\/p>\n<p>If you are after the answers to these questions, you\u2019re in the right place! That\u2019s exactly what Peep Laja, the Founder and CEO of <a href=\"http:\/\/Are you wondering what behavioral product management is? Or how behavioral product managers are different from traditional product managers? If so, you're in the right place as these are some of the questions we're exploring in the article! Are you ready to dive in? TL;DR Behavioral product management (BPM) leverages what we know about human psychology and product usage data to design products that deliver positive user value. BPM focuses on developing products that satisfy user needs and desires on one hand and change user behavior on the other. Anticipatory design is the example of the first, while the hook model of the latter. By definition, behavioral product management is very consumer-centric. BPM is a very proactive and structured approach. Behavioral product managers select appropriate data tracking metrics and develop a detailed data analysis plan prior to product launch to assess its performance accurately. Behavioral Product Managers are aware of the gap between what users say and what they do. As a result, they rely more on tracking user behavior data rather than qualitative user feedback to make product decisions. Behavioral PMs are great data product managers. They develop strict procedures for collecting and analyzing data and they translate behavioral science insights for other team members. BPMs set very specific user behavior goals they want them to achieve. The key behaviors tend to be more general in traditional product management. Behavioral Product Managers recognize the need to eliminate unnecessary choices and make decisions for users to improve their experience. Monitoring and analyzing engagement along the user journey help assess product usability and ease of use. The insights can reveal friction points and ways to optimize the happy path and make the product more intuitive to use. Product usage tracking and session recordings give you a very detailed picture of which users engage with each parts of the product and how. Presenting different price plans together is a proven way to improve sales, and is one way to use BPM. Simplifying product UI reduces cognitive overload and helps users achieve their goals. User segmentation and in-app guidance can further simplify user experience by introducing only the relevant feature at the right time. Automation, for example through templates or shortcut buttons, is another example of a BPM application to help users achieve their goals. Want to know how Userpilot can help you track and analyze user behavior in-app? Book the demo! What is behavioral product management (BPM)? Behavioral product management (BPM) is all about applying the science of human psychology to product design. Successful behavioral product management manages to leverage behavioral economics and behavioral science insights to build products that on one hand, meet the needs of the users better and on the other, influence the user behavior. 'Isn't using psychology a part of traditional product management?', you may ask, and you'll be right. However, behavioral product management takes it to another level. How exactly does behavioral product management work? People like to think of themselves as logical and rational creatures but we're often far from that. While we'd like to believe that all our decisions are based on facts and evidence, we often rely on emotions and heuristics. Despite our irrationality and tendency to fall for simplifications, we are very predictable. BPM uses the existing information about the customer and human psychology in general and tries to predict what they may need and build products that satisfy their needs. Anticipatory design is a good example. It is very effective in improving customer satisfaction not only because it gives user what they need exactly when they need it. It also recognizes people's need to feel important and understood. The hook model, on the other hand, is another good example of behavioral product management to change user behavior. It is based on Fogg's behavior model which explains how people adopt new behaviors. It empowers teams to create addictive user experiences so that users keep coming back to use the product again and again. Both examples put the customer in the center and this is in general one of the characteristics of behavioral product management. Its main objective is to identify ways to satisfy user needs, desires, fears, or phobias. To make it possible, BPM uses the right tools, like behavioral maps or psychological performance indicators, to set goals and measure product performance in a proactive and methodical way to make the product attractive. What are behavioral analytics Instead of relying on user feedback, behavioral product management uses predominantly actual user behavior data. Why is that? What people say and what they actually do very often differs considerably. That's because people are often not aware of what really drives their behavior. What's more, they may not be able to express what they really think. For that reason, tracking and analyzing user behavior can give you more reliable insights. And modern analytics tools allow you to track such data very easily. In Userpilot, you can track not only user clicks but also form fills and hovers, which reveals a lot about user interactions with your UI. Userpilot allows you to track clicks, hovers and form fills Userpilot allows you to track clicks, hovers and form fills What is a behavioral product manager? Behavioral product managers rely on user havior data instead of intuition and what users say. They combine this with behavioral economics and behavioral science and leverage them to build products that feel intuitive to use and satisfy user needs. Behavioral product manager vs traditional product manager Behavioral product management and traditional product managers approach product design and development differently. Traditional PMs often use qualitative research methods like user interviews to make roadmap decisions more than BPMs, who prefer to harness user behavior data and the existing body of knowledge for decision-making. They are more aware of the discrepancies between what users say and what they do. Actual user behavior is what they use to create user persona, which in traditional product management could be arbitrary and defined by demographics rather than actual behavior. To be able to make reliable decisions based on data, BPMs need to be great data product managers. They develop rigorous protocols for collecting, logging, and analyzing data and promote them across the organizations. Traditional product managers may not always be as religious about it. When it comes to goal-setting, behavioral PMs focus on changing user behavior and set very specific key behaviors they want user to perform. Traditional product managers are more likely to use general key behaviors and focus on short-term goals that don't always translate into lasting change. Finally, behavioral product managers show the confidence to make product decisions for their users in their best interests. look for ways to simplify the user experience Traditional product managers may want to give users more scope to make their own decisions and more choices, which can be overwhelming. Types of behavioral analytics product managers should track Out of all the possible metrics and analytics, which of them should behavioral product managers pay particular attention? Let's check out some of them. User journey data analysis Tracking and analyzing how user engage with the product at different stages of the adoption process can help you verify what users say about UI usability and intuitiveness. As mentioned, Userpilot allows you to easily track user engagement with different UI elements, like the actions needed to reach the activation point. You can next group specific key behaviors into one custom event for ease of tracking. Custom Events in Userpilot Custom Events in Userpilot Once you have that in place, you can analyze trends. The trends overview in Userpilot allows you to filter your events by user segments, time period and company. Features and Events dashboard in Userpilot Features and Events dashboard in Userpilot Friction points and the happy paths Following users as the make their way through the product allows you to find friction points that either slow down the user or make them drop out altogether. This often happens when the happy path doesn't match human behavior. Happy Path Happy Path Consistent tracking of user behavior allows you to identify ways to optimize your happy path to make it clearer and more intuitive to follow. How can you collect behavioral data? Product managers are spoilt for choice when it comes to tools and techniques they can deploy to collect behavioral data. Track product usage data In short, tracking product usage data tells you who engaged with which parts of the product. We've already mentioned Userpilot as a possible tool that allows you to track user engagement with specific UI elements and group them into custom events. Next, you filter the data by a range of detailed characteristics, like individual user or event occurrence for ease of analysis. Userpilot support you very detailed data filters Userpilot support you very detailed data filters Pair usage data with session recordings Sessions recording is a powerful tool that gives you even more detailed data about user engagement. Tools like Hotjar enable to record ever single move that the user makes within the product. It's not only each action or click that they make but how they get there as well. Session recording in Hotjar Session recording in Hotjar When you combine it with heatmaps illustrating user engagement with each part of your app or website, you can get a pretty detailed picture of your UI strengths and weaknesses. How to leverage behavioral product management when building products There are a few fairly easy ways product teams can use BPM to drive value for users and for the business. Apply pricing psychology to acquire users How you structure and present your pricing has a huge effect on your sales. For example, presenting different pricing plans side by side has proved to increase sales. Why does it work? There are many factors at play here. For example, it leverages Gialdini's contrast principle. When a user sees one option is considerably cheaper than the other, they feel like they're getting a good bargain, even if it offers limited functionality compared to other available product. Appcues pricing structure. Source: Appcues. Appcues pricing structure. Source: Appcues. Limited time offers, like those that are common around the festive period, are another example. They create a sense of urgency so that they commit to the purchase before the opportunity is gone. Simplify the UI Giving the user a lot of features or different choices is not always the best choice to enhance customer experience. Why is that? A cluttered interface and complex functionality are often too much to handle for many users, especially in the long run. To reduce the risk of cognitive overload and product usage fatigue, remove what's not important from your product. As most users only use about 20% of product functionality, gradually prompt users to discover features that are relevant to their use cases and jobs to be done. You can easily do that using tooltips and other UI patterns. UI patterns in Userpilot UI patterns in Userpilot Use behavioral data to drive adoption To take the best advantage of UI patterns and onboarding flows to drive positive customer value and improve adoption, you need to make them relevant to specific user groups. For that effective user segmentation. If you can group you users according to criteria such as individual feature usage, content engagement, or survey responses (like in Userpilot), you can target each of them with bespoke communications and in-app guidance to help them activate and adopt features. Detailed user segmentation in Userpilot Detailed user segmentation in Userpilot Automate repetitive tasks If you use a product on a regular basis, there's nothing more frustrating and tiring than going to through the same process again and again. And there's no reason for your customer to be subjected to that. User behavior data allows you to identify patterns in how users engage with the product. As a result, you can automate usage and value extraction by cutting out unnecessary steps. What are some good examples of repetitive task automation? Let's start with the login process. Instead of making users log into your business accounting system or project management tool manually every single time they use, why don't you enable Single Sign-On (SSO)? Or even better, give them the option to stay signed-in all the time. SSO in Miro SSO in Miro Online purchase process is another place where you can make your users live easier. By allowing them store their address and payment details in the account, you make it easy to complete the purchase. You can go even a step further and include 'buy now' button, like Amazon does. Buy now button in Amazon removes friction from the purchase process Buy now button in Amazon removes friction from the purchase process Templates are another good way to eliminate mundane and repetitive activities. Why should users start from the scratch every time they want to create an email, an onboarding flow or a roadmap? You can use your user data to identify the most frequent tasks and provide them with a selection of themes and templates that will let them complete their jobs in no time. Of course, they should have an option to create their own custom templates too. Kind of no-brainer, really! Themes in Userpilot Themes in Userpilot Conclusion Behavioral product managers apply human psychology principles and product usage data to create product that satisfy user practical and emotional needs better. If you would like to see how Userpilot can help you collect and analyze user behavior data so that you can leverage it to improve behavioral design of your product, book the demo!\" target=\"_blank\" rel=\"nofollow noopener\">CXL <\/a>and <a href=\"https:\/\/wynter.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Wynter<\/a>, talked about in his presentation at the <a href=\"https:\/\/summit.productdrive.io\/\" target=\"_blank\" rel=\"nofollow noopener\">Product Drive Summit<\/a>!<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\" title=\"How to Speed Up Your Feedback Loops by Peep Laja, Product Drive 2022\" src=\"https:\/\/www.youtube.com\/embed\/BVgfNGtAPKI?feature=oembed&amp;list=PLPmrHP-Q76Q34jBSyk3XSTIB2WGUaq1bB&amp;index=7&amp;ab_channel=Userpilot\" width=\"200\" height=\"150\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div><figcaption>How to Speed Up Your Feedback Loops by Peep Laja.<\/figcaption><\/figure>\n<h2 id=\"f03qb\">What are feedback loops?<\/h2>\n<p>A feedback loop is when you <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collect feedback<\/a> from your customers and, more importantly, <strong>act on it<\/strong>.<\/p>\n<p>What\u2019s crucial, it\u2019s not a one-off sequence but rather an iterative process, where the outputs from one iteration become inputs for the next one.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Feedback-Loops-peep-laja_7389ae3801044731686fc0eca3d8db1a_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Feedback-Loops-peep-laja_7389ae3801044731686fc0eca3d8db1a_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Feedback-Loops-peep-laja_7389ae3801044731686fc0eca3d8db1a_800.jpg\" alt=\"Customer Feedback Loop\" \/><\/picture><figcaption>Customer Feedback Loop.<\/figcaption><\/figure>\n<p>What do we mean by acting on it?<\/p>\n<p>If the users come up with a good idea, you may want to implement it. That\u2019s the first step.<\/p>\n<p>You also need to get back to your users and acknowledge that you\u2019ve received the feedback and acted on it. This could be in a form of <a href=\"https:\/\/userpilot.com\/blog\/release-notes-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">release notes<\/a> or an<a href=\"https:\/\/userpilot.com\/blog\/new-product-release-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\"> update email<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/hootsuite-release-email-feedback-loops_ae009548b218064cba28c977931ab7af_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/hootsuite-release-email-feedback-loops_ae009548b218064cba28c977931ab7af_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/hootsuite-release-email-feedback-loops_ae009548b218064cba28c977931ab7af_800.jpg\" alt=\"You spoke and we listened! Hootsuite closing the feedback loop.\" \/><\/picture><figcaption>Hootsuite closing the feedback loop with a product update.<\/figcaption><\/figure>\n<p>Even if you don\u2019t use the idea, you still must get back to the user and show them that you recognize their problem. You need to look into the problem and find an alternative way to solve it for them.<\/p>\n<p>So if you decide not to change the UI interface, you may still consider using <a href=\"https:\/\/userpilot.com\/blog\/onboarding-user-flow-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app onboarding flows<\/a> to help the users navigate the existing design.<\/p>\n<h2 id=\"801vd\">Why are feedback loops important?<\/h2>\n<p>Embedding tight feedback loops into your <a href=\"https:\/\/userpilot.com\/blog\/product-management-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product management process<\/a> helps you solve a number of problems.<\/p>\n<p>First, you need them to validate your product idea.<\/p>\n<p>Before you build anything, you need to find out if there\u2019s enough interest in your product. Also, you need to check if there are enough customers that are ready to pay for the product.<\/p>\n<p>To be able to monetize your product, it needs to solve user problems or satisfy their <a href=\"https:\/\/userpilot.com\/blog\/customer-needs-assessment\/\" target=\"_blank\" rel=\"noopener noreferrer\">needs<\/a> and desires. Naturally, the bigger they are, the greater the potential for profit.<\/p>\n<p>Second, it helps you improve your product.<\/p>\n<p>Your users can provide you with insights that your team members wouldn\u2019t come up with themselves. Acting on these can improve your <a href=\"https:\/\/userpilot.com\/blog\/product-experience-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">product experience<\/a> considerably.<\/p>\n<p>Finally, acting on user feedback means you care about their experience and you\u2019re committed to delivering <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">value<\/a>. This will boost <a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty<\/a> to your company and brand.<\/p>\n<h2 id=\"2srjl\">Dangers of not closing the feedback loop<\/h2>\n<p>If you don\u2019t implement feedback loops into product development from the very beginning, you risk developing a product that nobody will ever use or be willing to pay for.<\/p>\n<p>From a business point of view, that\u2019s a complete waste, so you need to answer questions about product viability upfront.<\/p>\n<p>Even if there\u2019s demand for your product, it may take you much longer to achieve <a href=\"https:\/\/userpilot.com\/blog\/product-market-fit-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit<\/a> or <a href=\"https:\/\/userpilot.com\/blog\/customer-fit\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer fit<\/a> if you don\u2019t seek insights from your users.<\/p>\n<p>By not <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collecting user feedback<\/a> or not acting on it, you also miss the opportunity to make your product better for your customers. If you don\u2019t do that, it\u2019s almost certain that your competitors will sooner or later. Care to guess whose product your customers will choose?<\/p>\n<p>Last but not least, failing to collect and acknowledge your users&#8217; feedback means you don\u2019t really value their input. That\u2019s not exactly great for your business reputation.<\/p>\n<h2 id=\"8s4jl\">Feedback loops at CXL<\/h2>\n<p><a href=\"https:\/\/cxl.com\/\" target=\"_blank\" rel=\"nofollow noopener\">CXL <\/a>is a micro-learning platform specializing in marketing. The courses are delivered by top-of-the-league instructors with tons of hands-on experience in their craft.<\/p>\n<p>CXL was born out of the idea that users usually don\u2019t need or want comprehensive courses covering the subject in-depth. Instead, they need bite-sized chunks of training that would help them learn how to complete a particular task.<\/p>\n<p>When Peep started working on the idea, however, it was far from certain that users would be interested in such a product. To avoid wasting resources, he implemented feedback loops to verify demand.<\/p>\n<p>He started by putting out the idea on social media. Thanks to his substantial LinkedIn and Twitter following, he was able to collect enough feedback to confirm that his idea may have some traction.<\/p>\n<p>Commenting or giving likes was one thing but would users really put their money where their mouth was?<\/p>\n<p>To check if he could monetize the idea, Peep used a Kickstarter-style campaign. At a low cost, they built a landing page with a video presenting the new product and asking for support. The $120,000 that people invested in the promise of the product was enough proof to proceed.<\/p>\n<p>The next stage involved clickable <a href=\"https:\/\/userpilot.com\/blog\/prototype-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">prototypes <\/a>and interviews to find out how users would like the product to work.<\/p>\n<p>They also analyze how the best marketing experts did things and used their experience to build the learning materials to make sure they followed the best practices.<\/p>\n<p>This allowed them to build the right product from the very beginning without expensive rework later on.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/CXL-website_19842bf744f77d8b0e402c86f64c129d_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/CXL-website_19842bf744f77d8b0e402c86f64c129d_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/CXL-website_19842bf744f77d8b0e402c86f64c129d_800.png\" alt=\"CXL website\" \/><\/picture><figcaption>CXL website.<\/figcaption><\/figure>\n<h2 id=\"bnbm2\">How does Wynter execute feedback loops?<\/h2>\n<p>Peep Laja used feedback loops to effectively validate the idea behind <a href=\"https:\/\/wynter.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Wynter <\/a>as well.<\/p>\n<p>Wynter is a message-testing platform that allows you to collect feedback from B2B customers.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Wynter-website_f2ea2e5fe3b920edec24f14e789007a6_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Wynter-website_f2ea2e5fe3b920edec24f14e789007a6_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Wynter-website_f2ea2e5fe3b920edec24f14e789007a6_800.png\" alt=\"Wynter website\" \/><\/picture><figcaption>Wynter website.<\/figcaption><\/figure>\n<p>Originally the product was meant to be for consumer companies, like e-commerce businesses.<\/p>\n<p>Early <a href=\"https:\/\/userpilot.com\/blog\/user-feedback-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">feedback<\/a>, however, showed that the market was saturated but in the process, they discovered that there might be a demand for their product from B2B companies.<\/p>\n<p>That\u2019s where they decided to pivot but before they built a single line of costly code, they needed to check how badly the target customer really wanted the product. Or in other words, if they wanted it enough to pay for it.<\/p>\n<p>To find out, they ran what <a href=\"https:\/\/userpilot.com\/blog\/escaping-build-trap\/\" target=\"_blank\" rel=\"noopener noreferrer\">Melissa Perri<\/a> calls the Wizard of Oz experiment.<\/p>\n<p>This meant combining a few existing no-code tools to build a <a href=\"https:\/\/userpilot.com\/blog\/prototype-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">prototype<\/a>. They also did some of the work manually behind the scenes to make it work as the ready product would.<\/p>\n<p>More importantly, they charged their customers as if it were a ready product to check how much it was worth for them.<\/p>\n<p>The feedback from the customers was very encouraging. Many of them were happy to share their positive experience on social media and the team generated $10,000 in revenue without spending anything on building the product yet.<\/p>\n<p>The <a href=\"https:\/\/userpilot.com\/blog\/product-experiment-how-to\/\" target=\"_blank\" rel=\"noopener noreferrer\">experiment <\/a>also helped them learn about how the product and its UI should work.<\/p>\n<p>Next, they built the <a href=\"https:\/\/userpilot.com\/blog\/minimum-viable-product-vs-minimum-marketable-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">MVP<\/a>. It still wasn\u2019t a fully functional product but thanks to the lessons learned, it was \u201ca strong 7\/10.\u201d<\/p>\n<p>The team went on iterating based on the <a href=\"https:\/\/userpilot.com\/blog\/user-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">user feedback<\/a> to improve the tool.<\/p>\n<h2 id=\"d83hr\">How to use Userpilot to speed up your feedback loops<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>is a <a href=\"https:\/\/userpilot.com\/blog\/best-user-adoption-software-and-tools-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product adoption tool<\/a> that allows you to collect and <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-analysis-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze user feedback<\/a> necessary to make informed decisions about your product development.<\/p>\n<h3 id=\"1qn59\">Fake door testing<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fake door testing<\/a> is a sneaky way to test your assumptions and validate a product idea before you even have the product.<\/p>\n<p>What\u2019s so sneaky about it?<\/p>\n<p>Basically, it involves tricking your users into believing the feature already exists so that you can watch if and how they engage with it.<\/p>\n<p>Let\u2019s imagine you are thinking of developing a new feature but are not sure if your users want it. Userpilot allows you to create bespoke <a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages <\/a>which you can use to attract your users&#8217; attention to the feature.<\/p>\n<p>In this hypothetical Asana example, we\u2019ve used a <a href=\"https:\/\/userpilot.com\/blog\/how-to-create-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip <\/a>for that purpose.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana-feedback-loops_9f49aa4e4738377a992931c44288b4c8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana-feedback-loops_9f49aa4e4738377a992931c44288b4c8_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana-feedback-loops_9f49aa4e4738377a992931c44288b4c8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana-feedback-loops_9f49aa4e4738377a992931c44288b4c8_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana-feedback-loops_9f49aa4e4738377a992931c44288b4c8_800.png\" alt=\"fake-door-test-tooltip-asana-feedback-loops\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> tooltip used in a fake door test.<\/figcaption><\/figure>\n<p>Once a user clicks on the feature, they will need to know what is happening. So how about creating a <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modal <\/a>that explains you\u2019re planning to build the feature but it\u2019s not ready yet?<\/p>\n<p>You can also use it to encourage users to join the <a href=\"https:\/\/userpilot.com\/blog\/beta-testing-feedback-form-template-best-practices-and-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">beta testing program<\/a> when the feature is finally ready.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers-feedback-loops_fd847a60803a9ac040ab8159f440ae6d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers-feedback-loops_fd847a60803a9ac040ab8159f440ae6d_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers-feedback-loops_fd847a60803a9ac040ab8159f440ae6d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers-feedback-loops_fd847a60803a9ac040ab8159f440ae6d_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers-feedback-loops_fd847a60803a9ac040ab8159f440ae6d_800.png\" alt=\"fake-door-testing-beta-testers-feedback-loops\" \/><\/picture><figcaption>A Userpilot modal used in a fake door test.<\/figcaption><\/figure>\n<p>If there is enough <a href=\"https:\/\/userpilot.com\/blog\/product-engagement-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">engagement<\/a>, it means you may be onto something worth building.<\/p>\n<p>You can also use it to test how much your user would be ready to pay for the product. That\u2019s exactly what Buffer did.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/buffer-fake-door-test-feedback-loops_3e3cdcbc50d3313c9ad9cc4e10cb6098_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/buffer-fake-door-test-feedback-loops_3e3cdcbc50d3313c9ad9cc4e10cb6098_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/buffer-fake-door-test-feedback-loops_3e3cdcbc50d3313c9ad9cc4e10cb6098_800.jpg\" alt=\"Buffer fake door test\" \/><\/picture><figcaption>Buffer fake door test.<\/figcaption><\/figure>\n<p>What if you have no product at all?<\/p>\n<p>All you really need is a landing page with decent copy that potential customers would find compelling and run a fake door test from there.<\/p>\n<p>Of course, you won\u2019t have any active users at this stage, so you may need to resort to paid advertising to attract traffic to the page to start with.<\/p>\n<h3 id=\"8n4ii\">Collect user feedback<\/h3>\n<p>Thanks to Userpilot, you can easily <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collect feedback<\/a> from your users without any coding skills or help from your engineers.<\/p>\n<p>Start by building an <a href=\"https:\/\/userpilot.com\/blog\/build-in-app-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app survey<\/a> to <a href=\"https:\/\/userpilot.com\/blog\/product-nps\/\" target=\"_blank\" rel=\"noopener noreferrer\">track NPS<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/improve-csat\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer satisfaction (CSAT)<\/a> or <a href=\"https:\/\/userpilot.com\/blog\/pmf-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit (PMF)<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-market-fit-survey-userpilot-feedback-loops_28496c25f946d33682f8ad8c007b763b_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-market-fit-survey-userpilot-feedback-loops_28496c25f946d33682f8ad8c007b763b_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/product-market-fit-survey-userpilot-feedback-loops_28496c25f946d33682f8ad8c007b763b_800.png\" alt=\"PMF survey in Userpilot\" \/><\/picture><figcaption>PMF survey in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>What\u2019s more, you can enhance your survey with a follow-up question. Such <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative <\/a>feedback will give you more granular insights.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/feedback-loops-follow-up-userpilot_63792138d2a45a62823373a2785475fe_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feedback-loops-follow-up-userpilot_63792138d2a45a62823373a2785475fe_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/feedback-loops-follow-up-userpilot_63792138d2a45a62823373a2785475fe_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feedback-loops-follow-up-userpilot_63792138d2a45a62823373a2785475fe_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/feedback-loops-follow-up-userpilot_63792138d2a45a62823373a2785475fe_800.png\" alt=\"A follow-up question to collect more detailed feedback\" \/><\/picture><figcaption>A follow-up question to collect more detailed feedback.<\/figcaption><\/figure>\n<p>The surveys can be triggered contextually, for example when your users complete an action or use a feature for the first time.<\/p>\n<p>What\u2019s even better, Userpilot enables you to target specific user segments you may have identified in the previous feedback loops.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-segmentation-feedback-loops_5856e3c6c1bd5bc2e65c8ef55b3f04d9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-segmentation-feedback-loops_5856e3c6c1bd5bc2e65c8ef55b3f04d9_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-segmentation-feedback-loops_5856e3c6c1bd5bc2e65c8ef55b3f04d9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-segmentation-feedback-loops_5856e3c6c1bd5bc2e65c8ef55b3f04d9_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/userpilot-segmentation-feedback-loops_5856e3c6c1bd5bc2e65c8ef55b3f04d9_800.png\" alt=\"User segmentation in Userpilot\" \/><\/picture><figcaption>User segmentation in Userpilot.<\/figcaption><\/figure>\n<p>And what if your users don\u2019t respond to the survey but then feel the need to give you feedback on a feature they\u2019ve just engaged with?<\/p>\n<p>Make sure you make provision to collect such <a href=\"https:\/\/userpilot.com\/blog\/active-vs-passive-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">passive feedback<\/a> as well. With Userpilot, you can easily embed a feedback form in your <a href=\"https:\/\/userpilot.com\/blog\/help-center-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">resource center<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/passive-feedback-in-userpilot-feedback-loops_f31641b0286d11554c3d9f08dde7ec8d_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/passive-feedback-in-userpilot-feedback-loops_f31641b0286d11554c3d9f08dde7ec8d_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/passive-feedback-in-userpilot-feedback-loops_f31641b0286d11554c3d9f08dde7ec8d_800.jpg\" alt=\"Collect passive feedback to tighten your feedback loops\" \/><\/picture><figcaption>Collect passive feedback to tighten your feedback loops.<\/figcaption><\/figure>\n<p><span class=\"ng-star-inserted\">Userpilot now also lets you customize in-app <a href=\"https:\/\/userpilot.com\/blog\/mobile-surveys\/\" target=\"_blank\" rel=\"noopener\">mobile surveys<\/a> with any type of question and trigger with their new native mobile SDK.<\/span><\/p>\n<h3 id=\"7muuk\">Track product usage<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-usage-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product usage tracking<\/a> can tell you what your users can\u2019t in the feedback.<\/p>\n<p>Userpilot allows you to tag features and track how users engage with them.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/UsingUserpilot-to-track-how-users-engage_b954cf46c65d3eabf131cbc70d085ac7_800.png 1x, https:\/\/images.storychief.com\/account_6827\/UsingUserpilot-to-track-how-users-engage_b954cf46c65d3eabf131cbc70d085ac7_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/UsingUserpilot-to-track-how-users-engage_b954cf46c65d3eabf131cbc70d085ac7_800.png 1x, https:\/\/images.storychief.com\/account_6827\/UsingUserpilot-to-track-how-users-engage_b954cf46c65d3eabf131cbc70d085ac7_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/UsingUserpilot-to-track-how-users-engage_b954cf46c65d3eabf131cbc70d085ac7_800.png\" alt=\"Using Userpilot to track how users engage with your product's UI.\" \/><\/picture><figcaption>Using Userpilot to track how users engage with your product&#8217;s UI.<\/figcaption><\/figure>\n<p>If you can see that a feature is underutilized even though users from a specific segment would benefit from it, you can reach out to them to see what could be the reason for that.<\/p>\n<p>Once you have the outcomes of the interviews, you can start thinking of how to solve the problem. Sometimes, a bit of nudge with a <a href=\"https:\/\/userpilot.com\/blog\/how-to-create-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip <\/a>or hotspot may be enough to increase engagement. Other times, more in-depth redesign may be needed to improve <a href=\"https:\/\/userpilot.com\/blog\/usability-vs-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">usability<\/a>.<\/p>\n<p>Usage tracking in Userpilot is not limited to features though. Apart from clicks, you can also track text inputs or even hovers!<\/p>\n<p>To adopt a product, users often need to complete a sequence of actions. Tracking each of them separately could be a proper pain. However, you can now group them into custom events so that you can track and analyze them together.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/custom-events-feedback-loops_0ddec639c11f12c7886f0c121103174a_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/custom-events-feedback-loops_0ddec639c11f12c7886f0c121103174a_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/custom-events-feedback-loops_0ddec639c11f12c7886f0c121103174a_800.png\" alt=\"Custom events in Userpilot\" \/><\/picture><figcaption>Custom events in Userpilot.<\/figcaption><\/figure>\n<h2 id=\"anapv\">Conclusion<\/h2>\n<p>Incorporating feedback loops into the early stages of the product development cycle will help you avoid building a product that nobody will use or pay for.<\/p>\n<p>Later in the product lifecycle, feedback loops allow you to make data-driven decisions on how to develop it to match the needs of your customers even better.<\/p>\n<p>If you would like to see in practice how Userpilot can help you collect and analyze user feedback, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A feedback loop is when you collect feedback from your customers and, more importantly, act on it. What\u2019s important, it\u2019s not a one-off sequence but rather an iterative process, where the outputs from one iteration become inputs for the next one.<\/p>\n","protected":false},"author":51,"featured_media":15666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[235,853,942,948,216,215,989,922,236],"class_list":["post-15664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-customer-feedback","tag-customer-feedback-loop","tag-feedback-collection","tag-product-feedback","tag-product-management","tag-product-manager","tag-prototype-testing","tag-saas-feedback","tag-user-feedback"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Use Feedback Loops to Validate Ideas - Peep Laja (Wynter)<\/title>\n<meta name=\"description\" content=\"Tight feedback loops allow you to avoid a mismatch between the SaaS product you build and your customers&#039; needs. Want to learn how? Read on!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/feedback-loops-peep-laja\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Feedback Loops to Validate Ideas - Peep Laja (Wynter)\" \/>\n<meta property=\"og:description\" content=\"Tight feedback loops allow you to avoid a mismatch between the SaaS product you build and your customers&#039; needs. Want to learn how? 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