Flashback Customer Feedback Analysis
THE PROBLEM
We experienced a drop off when users were requested to plug in their USB drive after downloading the Flashback web app.
​The flashback product provides cloud backup for new and existing customers with the Sandisk ultra and ultra-fit drive. ​​It is one of Western Digital's diverse products that integrate software and hardware to meet the demand for backup and centralization of data stored in multiple locations.
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Before my contribution, the flashback product that already been launched, the personas had been predetermined by the previous team. Flashback is used by 460,000 people, 2500 downloads for the ultra-fit and ultra product line.
We experienced a drop off when users were requested to plug in their USB drive after downloading the Flashback web app.
HIGH LEVEL TIMELINE
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Low on resources to sustain the product in design and engineering.
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Need to create revenue so more resources can be allocated to develop this project
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MAKE OF THE TEAM
Former Lead Designer, Product Manager, and the Consumer Analyst, Designer and Researcher
GOAL
The Goal was to improve drop off rates
TOOLS
Data Tools (Apptentive), Excel, Powerpoint and SQL
My Role
Qualitative and quantitative analysis customer reviews improve the call to action on the landing page through feedback. I did some web scraping of customer reviews from multiple e-commerce platforms.
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My first task was to learn how the flashback cloud product was perceived on e-commerce platforms and internal databases to identify strengths and weaknesses. These insights are used to inform user research and identify the next steps to the product manager and designers for the flashback cloud app.
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I suggested this method because it allowed for a cost-effective and accessible way to get a snapshot of the Sandisk hardware and software product problems while understanding what we were doing well. This helped me see that users were not aware of the flashback cloud service offering after purchasing the USB drive.
I applied a holistic centered user -approach to:
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Collect data from online customer reviews and internal feedback
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Identify key feature that are requirements for product
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Categorize data
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Visualize & Analyze
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Identify next steps
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UNDERSTANDING THE USER & PRODUCT SPACE
Collect feedback from existing pools of data including customer reviews, technical support and analytics
cOLLECT
Test
Run usability tests and research to validate insights on the specific feature
Understand
Explore options with prototypes sketches and illustration
Collect
analyze feeback
Flashback at a glance
The Flashback software comes in the Ultra fit and Ultra USB drives
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Estimated sales from 2018-2019 were 440-600K
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Estimated downloads 2200 desktop downloads
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Memory space: 16GB- 256GB storage
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Automatic Flashback enabled for cloud back up
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Share content with links.
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Sandisk Secure Access Software lets you set up a password-protected folder on your drive.
Photo of USB with flashback plugged into a PC
Collecting Feedback
Option 1 : Grid layout with text on the left and image on the right
Option 1 : Grid layout with text on the left and image on the right
This table shows the combination of user feedback from Best buy's verified purchases and internal reviews report combination with solutions
Option 1 : Grid layout with text on the left and image on the right
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Review analysis method for Best Buy
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Feedback Category method
I used a unique style of rating user feedback by assigning 1s to every positive review I read about each feature I had preselected in the overview. From reading 464 reviews overall. I found a recurring theme on installation, performance, ease of use, general feedback and security, and privacy.
Overall, customers gave satisfactory comments about the product in general with little reference to the flashback cloud product. So I took it a step further to combine the results from internal reports from external reports in a table.
Best buy customer ratings
I gathered data from internal and external sources. Which was combined the Bestbuy customer reviews from online stores?
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I collaborated with our Customer Experience team, which handles all of the customer support. I met with our top-tier agents who showed me the customer feedback on the software that wrong for our users. communications including troubleshooting and logging data.
Internal reports from the customer feedback admin
Results from the combination of reports Office depot, BHphotos, and BestBuy compiled in the final table.
Other Sources
SOME MAJOR LEARNINGS
The main issues were found after the customer had purchased a drive an
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A clearer way to signup for the software product
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Clear understanding of the offerings
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Access to flashback without internet
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A more informed safe removal status
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Open compatibility e.g Chromebook
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Ease of use of flashback with multiple host devices through web
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TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED AND NEXT STEPS
The breakdown of issues from the internal reports showed the highest issues in usability and installation. The reviews also showed what aspects users really enjoyed the product.
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Greate Performance read/write speed storage
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Ease of access of information via cloud
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Search and Sort
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Physical Design: Hardware durability, look and feel
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Personalization
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Password encryptionAutomatic backup
Later in the project, our researcher Shanmeng was hired on. She conducted a moderated test to identify how the site was perceived and what led to drop-offs.
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We also looked at web analytics to understand user behavior and when the drop off occurs. The triangulation of these methods led us to connected insights.
The overall funnel conversion from website visits - populated accounts was low.
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The biggest drop off happened when users were asked to connect their drive to Flashback.