Turn Feedback Into Product Roadmap

Company Context

NoteFlow is a B2B SaaS collaboration tool used by 25,000 small and mid-sized teams for meeting notes, lightweight project tracking, and shared documentation. The product has strong adoption among team leads, but growth has slowed as larger competitors have added overlapping collaboration features.

Problem

Over the last two quarters, NoteFlow has collected a high volume of user feedback from in-app surveys, support tickets, sales calls, app store reviews, and customer advisory sessions. The signals are noisy and often contradictory. For example, enterprise prospects request advanced admin controls and audit logs, while existing SMB users most frequently complain about slow mobile editing and confusing task assignment flows. The product team can fund only two major initiatives next quarter.

Leadership has asked you to define how user feedback should be incorporated into product development so the team improves retention without becoming overly reactive to the loudest customers.

Deliverables

1. Explain how you would collect, organize, and synthesize user feedback across channels.
2. Identify which user segments and feedback themes you would prioritize first, and why.
3. Propose a decision-making process for translating feedback into roadmap choices, including how you would balance qualitative input with product data.
4. Define how you would close the loop with users and internal teams after decisions are made.
5. Describe the key trade-offs and risks in relying on user feedback too heavily or too lightly.

Constraints

• You have one quarter to show measurable impact on retention.
• Engineering capacity supports only two major initiatives and one smaller quality-of-life release.
• Feedback systems are fragmented across Zendesk, Salesforce, app reviews, and interview notes.
• The company does not want to build custom solutions for a few large customers if they hurt the core SMB product experience.