Giving a beloved mobile app a new lease on life

難しかったのは [ガイドの] タイミングで、Pendoを使いこなすのは簡単でした。
Jason Mathews氏、プロダクトマネージャ、Heartland School Solutions

Building a daily habit of learning from data

優れた初等・中等教育体験を提供するには、教室内での授業やクラス運営以上のことが求められます。学校給食、授業料の支払い、授業料、管理費、課外活動費、募金活動、学年要覧、謝恩会、サッカー、卒業式のチケットなど、家庭や学校システムが毎日追跡しなければならない決済関連の活動は多数あります。保護者にとって、生徒に関する支出を可視化すること（そして、子供たちが学校で元気に活動できるよう必要な資金を確保できていること）は、非常に貴重な安心感を生み出します。そのため、Heartland School SolutionsのMySchoolBucks（保護者と学校がシームレスに支払いを管理し、決済を行うために設計されたモバイルアプリ）は、全米の初等・中等教育機関の運営において重要な役割を果たしています。 

Jason Mathews (Product Manager for MySchoolBucks) noted that he first started using Pendo for its in-app guidance capabilities—but soon realized that the full platform could help him and his team do so much more. “When we implemented Pendo, we immediately started using the Resource Center and guided tours to guide our customers throughout the features and functions of the product,” he said. Once Mathews and his team were comfortable deploying in-app guides, they soon started leveraging Pendo Analytics to make data-informed decisions and optimize the user experience across both their web and mobile products. 

“Once we brought Pendo into our mobile apps, we started looking at the analytics, seeing how people were using our apps, measuring new feature adoption, and creating paths and funnels to understand where people were going in our mobile and web apps,” Mathews explained. “Now we basically use all the features in Pendo throughout our product suite . . . And we’re still learning from all our Pendo data on a daily basis.”

モバイルアプリストアの評価が急上昇

One of the most impactful ways Mathews has used Pendo to date began shortly after he took over MySchoolBucks’ Android and iOS mobile products—namely, their parent-facing app. With over three million active parent users (and counting) relying on the app each day, the team decided to fully overhaul the mobile app experience to meet the needs of their users. “Customers expect modern technology . . . So [we made the app] more efficient, made it look better, and made it work better. [And we added] a whole bunch of new features that were more modern and expected by our customers,” Mathews said.

しかし、新しく改良されたアプリのリリース後、アプリストアの評価はチームが期待していたほどすぐに上昇しませんでした。「ユーザーが本当に楽しく使えるアプリを用意しているという自負はありましたが、NPSの背後には、満足していれば通常は誰にも何も言わず、不満があれば、フィードバックを残すという、いわば科学的な推論があります」とMathews氏は指摘します。「満足しているユーザーと不満のあるユーザーの両方の意見を聞きたいと考えました。」

In addition to creating a new channel to gather feedback from users directly inside the MySchoolBucks app, the team knew that asking users to rate the product was critical for increasing discoverability in the crowded Android and iOS marketplaces. “Our apps are sometimes the first interaction parents have with our brand. So we really needed to increase our app store presence—and that’s what Pendo helped us with,” said Mathews.

Mathews and his team turned to Pendo for Mobile’s in-app guides to prompt parents using the MySchoolBucks app to rate their mobile experience immediately after a successful transaction. He set up these guides—asking the user whether they were enjoying the app—to appear after receiving confirmation of their payment. If the user indicated that they loved the app, they were redirected to the App Store or Google Play Store to leave a review. If they said they didn’t like the app, they were prompted to leave feedback in a text box directly within the guide. And if the user dismissed the guide, they would be prompted to respond 15 days later, or whenever they made their next payment.

このシンプルな2ステップのガイドは、MySchoolBucksのモバイルアプリの評価に大きく影響しました。このプロジェクト開始前のアプリの星評価は1.7でした。約1週間で、その評価はApp Storeで4.9、Google Play Storeでは4.8に急上昇し、星3つ分（188%ポイント）以上の増加となりました。

このようにPendoのアプリ内ガイドを使用することで、Mathews氏とチームは、ユーザーから高品質で実用的なフィードバックをより高い割合で収集できるようになりました。「これらのガイドへの回答率は40%と驚くべき数値です。そして、回答したユーザーのうち20%以上がモバイルアプリに非常に満足し、レビューを残しています」とMathews氏は述べています。しかし、それ以上に重要なことは、Pendoによって同氏がプロダクトの改善点をさらに把握できるようになったことです。「ユーザーから、アプリにはまだ改善が必要だというフィードバックを多数いただきました。お客様が何を考えているのか、何を改善できるのかを把握できるのは素晴らしいことです。」

プロのヒント

• Timing is everything: Make sure you’re prompting users to leave feedback at the right time (after they’ve done something successfully) and not when they first open the app or have just struggled through a workflow
• Pendoで受け取ったフィードバックに基づいて行動しましょう。そこは情報の宝庫で、お客様は時間をかけて有意義な意見を提供してくれています。
• Improving your users’ digital experiences isn’t the responsibility of the product team alone—so be sure to get other teams across the organization involved and empowered to use product data and feedback. Everyone has a hand in informing and improving every single touchpoint in the user journey.
• Perform routine “maintenance” on your Pendo guides as you update your mobile apps, and keep in mind that you might need to make multiple versions of guides to ensure the right activation points are working on every version of your app in production