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3 benefits of Digital Experience Intelligence for feature launches

The FullStory Team
Posted August 24, 2022
3 benefits of Digital Experience Intelligence for feature launches

Imagine you’ve just launched a new feature in your product. The team worked on it for months—identifying the need, pitching the idea to stakeholders, building and testing it, developing a go to market plan, and so much more. 

Now that it’s out in the world, the hard work is over. Right?

You can probably see where this is going. The hard work is most definitely not over—once your feature is live, monitoring adoption and collecting feedback begins. And that’s just as big of a job as launching a feature in the first place. 

To truly understand how a feature is performing, you need quantitative data (are people using it?) and qualitative data (how are they using it and do they like it?). FullStory streamlines the process of gathering this data by consolidating it in one spot—benefiting your efficiency and your budget

Let’s look at a few of the benefits of using Digital Experience Intelligence to optimize your feature launches, and best practices to follow. 


Tap into emotional responses

Immediately after launching a big change to your product, it’s likely you’ll receive a barrage of comments from users. While some might be positive, we all know that people are more likely to tell you what they hate than what they love. 

It’s easy to take criticism to heart, but FullStory lets you see context behind negative comments that can help turn your eye roll into empathy. 

For example, let’s say you just launched an update to your product’s navigation, and receive this piece of feedback: 

This new nav layout is garbage. I can’t find anything I’m looking for anymore. Why did you change it? 

Like anyone, you’d probably read that and feel…not great. After all, your team put careful planning into how the new navigation would look, and think it’s a major improvement. 

Without DXI, your options are to reach out to the user for more context, or accept that they’re unhappy and move on. 

But with FullStory, you find the user’s session and see that they left this negative comment within 90 seconds of logging in—perhaps they were surprised by the change. Then, they go on to look around and accomplish what they came to do relatively easily. Qualitative insights let you tap into the fact that this was an emotional response in the same way that frustration signals like Rage Clicks are.

So, while the feedback is still valid (maybe you could have given a bigger heads up about the impending change), you’re able to see that, with a little time, the user adapted and was successful. 

Differentiate between feedback from old and new users

Humans tend to be change-averse creatures. Just like in the previous example, our response to change doesn’t always reflect how we feel about the new experience, but rather about the fact that a change occurred. 

When you launch something new in your product, it’s likely you’ll receive more negative feedback from users who have been with you longer—they’re used to the old experience and are set in their ways. 

If you’ve ever switched from Windows to Mac, you might understand this phenomenon all too well. While you may initially hate the Mac experience, once you’ve learned your way around it’s likely to be just as difficult to transition back to Windows. 

The experience of navigating a change in a product can only be had by an existing user—a new user doesn’t have the frame of reference, so they’re just evaluating whether a product is easy to use or not. 

All of that to say: When you receive feedback about your product, segmentation in FullStory enables you to understand if that feedback is from an existing user who might simply be resisting a change. And, again, that feedback remains valid, but the context is immensely valuable. 

Act quickly when users are struggling

No matter how intuitive you think your product is, users will find ways to prove you wrong. Let’s say you’ve launched that new nav experience from our first example. You’ve created Help content, set up app notifications, and sent out an email update to all users. All the bases are covered. 

But while looking at your Dashboard in FullStory on Day 2 post-launch, you notice a user who is struggling to find the search bar despite all of the enablement your team built. You pop into another session replay and see a similar struggle. Then another. And another. 

Clearly, something is being lost in translation. But luckily, you’ve caught this miscommunication early. You review the relevant sessions again and discover that one of the AppCues is a bit vague, so you tweak it to more clearly point out where to find the search bar. 

Without DXI, it might have taken weeks or months to realize that users were confused—and even longer to understand exactly why. But with FullStory, you can identify confusing or frustrating experiences quickly and act on them before more users are affected. 

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The FullStory TeamContributor

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Our team of digital experience intelligence experts shares tips and best practices.

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