How to Leverage Feedback for Better Mobile Experiences


Rachel Bodony

August 27, 2019

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It’s no surprise that mobile is taking over. In less than two years, BigCommerce predicts over half of total e-commerce sales will be done on mobile. For mobile product owners, app developers and CX professionals, it’s critical to build an app that delivers the best possible mobile experience.

One way to get there? Capture the voice of your users by collecting their feedback as they navigate through the experience. Tuning in to their desires, expectations, and disappointments will give you the insight you need to create a best-in-class mobile experience.

Build your mobile platforms around feedback

1.Find bugs, fast

Bugs on mobile platforms are costing you experience points and even worse, money. With in-app user feedback, enable your users to flag these issues right away. With the option to leave feedback directly in your mobile platforms, users can effortlessly report anything that’s causing them to experience friction.

Usabilla for Apps implementation

This feedback is collected in the Usabilla dashboard where you can label and filter all the items related and alert your development team. Et voilà, your conversions are back on track!


Customer Example: TUI Group, a major travel agency, discovered that their search panel wasn’t functioning within the Google app. This issue impacted 11% of their mobile traffic, which in turn attributes to a potential revenue loss of £350,000 per week. With Usabilla and the possibility to leave feedback at any moment in the mobile journey, the issue appeared crystal clear and TUI was able to fix the bug rapidly.

2. Spend time developing features your customers want

Mobile features have to be continuously adapted to ensure frictionless customer journeys. Mobile Product Owners ask themselves: What is the customer’s experience throughout her user journey? How does she experience new features? What features are missing that would enhance the customer’s experience?

Hypothetical Example: Say you’re Spotify, and you just launched a new “Create a Playlist” flow in the Spotify app. Once you’ve launched the new feature, you could ask users for feedback through a small slide-out survey:

Hey, we created these new search functionalities, does it work for you?

With the qualitative feedback gathered from this micro-survey, you’ll know:

  • If the feature is doing what it should

  • If not -why?

  • Can you follow up with the customer when the issue is fixed?

Worried no one will respond? Advanced targeting options ensure you’re not bothering your users.  They stay engaged and are motivated to leave their thoughts with you. With Usabilla, survey responses are over 20%, an industry all-high.


Mock-up implementation of Usabilla for Apps on Spotify’s mobile platform

Customer Example: The mobile owner’s team at KLM , one of the largest airline carriers in Europe, used Usabilla for Apps to ask their users which features they’d like to see added or updated next. By implementing targeted micro-surveys within the KLM app, they were able to get in touch with people inside the product and use that feedback to build a customer-centric app.

Usabilla implementation live on the KLM app

In iterating, the mobile owner’s team collected feature requests from users through micro-surveys on the freshly released KLM app. Some suggestions included:

1. Multi-city flights: “I want to book multi-city flights”2. Retro-claim for miles: “After I had my flight, I still want to receive my miles on my Flying Blue account”3. In-app native flight status: “I want this to be available in the app instead of redirecting to the website”

Specificity is key to making real change in your mobile platform experience. With targeted feedback surveys directed at the right users on a specific feature, you take unambiguous insights and find patterns that outline your path to optimization!


3. Targeted feedback surveys for an in-depth look

With user feedback, you can begin to understand the various trends and paths users take when using their mobile device. By running active campaigns (targeted feedback surveys), you’re able to dig deeper and see where users experience friction, capturing who they are, what brought them to your mobile platform, and what they expect from the experience.


Usabilla for Apps implementation on Human 

Customer Example: United Wardrobe, a large second-hand fashion market in Europe, constantly investigates user behavior on their app.

With Usabilla for Apps:

  • United Wardrobe found that more than 50% of all products were viewed for the first time approximately 24 hours before the purchase was made.

  • This raised the question: Did users have a hard time finding products they viewed previously, delaying the time to purchase?

  • To find out, United Wardrobe created a survey with Usabilla asking buyers how difficult it was to find the item again after they had first seen it.

  • From the 942 responses received in little over two days, the majority of respondents indicated that it was not difficult to relocate the item.

  • United Wardrobe realized this was simply a part of the buying journey, and didn’t waste time developing a solution for a non-existent problem.

Usabilla helps us to validate whether internally made assumptions are actually true, and therefore determine the direction of our ongoing plans according to the customer’s wants and needs.

Arno Nijhof, Product Manager, United Wardrobe

4. Measure how you performed

Now that you know how to incorporate user feedback in your app to catch bugs and run digital market research, how do you know your mobile platforms are performing better than the competition? With Usabilla for Apps, you can measure all your digital CX KPIs like Customer Satisfaction (CSAT), Customer Effort Score (CES), and Net Promoter Score (NPS) continuously. A combination of mobile experience data allows for a holistic view of your mobile platforms as well as the ability to benchmark yourself against others in your industry or region.

Mobile experience data also allows you to compare different channels or features with each other and understand if your mobile strategy is on track. If you have an understanding of your user’s sentiment, you can meet and exceed their expectations.


In-app emotional scoring is easy to implement and can be done without interrupting the user journey. Collecting NPS scores is just as easy. In a dashboard like the one in the image below, you will be able to compare NPS scores from different countries, different apps, or different versions of your app.


Feature currently available for Usabilla for Websites, soon to be released on Usabilla for Apps.

Specificity is key to making real change in your mobile platform experience.

And finally, get those 5-star app-ratings you deserve!

Did you know that Usabilla for Apps allows users to directly leave feedback in the app store? Get more and better app reviews in a little over six months’ time.

For example, United Wardrobe makes use of Usabilla’s functionality so that users can leave app store ratings directly in the app itself, without having to leave the app. United Wardrobe went from a 2.8 rating in the app store in November 2017 to 4.4 in June 2018 throughout France. The number of app ratings also increased tremendously from 72 in November to 532 in June the following year.

The same thing happened for Beachbody! Before launching Usabilla on their mobile app, Beachbody On Demand (BOD) had a total of 158 ratings with an overall App Store rating of 2.8 out of 5. As a result of implementing Usabilla, they received over 6,000 more ratings. Their score has since increased to 4.9 (up 2+ points) and they now have greater than 100,000 app store ratings.

User Feedback & Mobile platforms, A Match Made in Heaven

By collecting Voice of Customer data on your mobile platforms, you generate a full picture of various user types and their journeys. This information helps you elevate your mobile experience to fit the unique needs of your various users. The result? You can translate business needs into user stories and make the case for new features while prioritizing steps on your mobile roadmap.

One thing is clear: mobile expectations are growing and changing. With a mobile voice of customer strategy, your organization is set up for a user-centered mobile experience to delight and engage your valuable customers into 2020 and beyond.

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*Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.