In today’s fast-paced digital world, the success of fintech companies hinges on their ability not only to listen to their customers but also to actively incorporate their feedback into product development.
Kuda has embraced this philosophy, establishing a robust mechanism for collecting and acting on user feedback to create features that resonate with its over 7 million users. This article explores how Kuda’s cross-functional teams – comprising product managers, designers, engineers, and customer experience specialists – collaborate to ensure that customers’ voices are at the forefront of their innovation strategy.
A Multi-Channel Approach to Gathering Feedback
Kuda’s approach to gathering customer feedback is multi-faceted. According to Ufuoma Clarke, Product Lead for Kuda Retail, fintech employs several methods to capture users’ voices. “We collect feedback through surveys, social media interactions, and user interviews. Sometimes, customers even reach out to us through our support channels like the in-app chat and email to suggest features or improvements,” she says.
This multi-channel strategy ensures that no customer concern goes unheard. For example, when numerous users expressed the need for a locked savings option through social media and surveys, Kuda prioritised the development of this feature. “We saw a lot of comments about it, and customers were almost begging us to help them lock their savings. That’s when we knew we had to prioritise it,” Ufuoma explains.
But it’s not just about gathering feedback. For feedback to be useful, it needs to be accurate and actionable. Clarke notes that sometimes, what customers perceive as problems can be solved through better communication or minor adjustments. “We often need to go back and validate the problem statement. Is there an issue here, or do we just need to present something differently? Once we have a clear understanding, we can prioritise the feedback in our product backlog.”
Turning Insights into Actionable Features
One of the standout examples of Kuda’s responsive approach to user feedback is its soon-to-be-launched locked savings feature. “We saw a lot of comments on this on social media, with customers begging us to hold onto their money and not let them touch it until their saving tenure was over,” Clarke explains. “So we prioritised that request and began developing a feature that allows users to lock their savings for a specified period, preventing withdrawals until the time is up.”
This feature is just one example of how Kuda interprets and prioritises user input. Clarke describes the role of product managers as pivotal in this process. “We collect all feature ideas and feedback, put them into an idea bank, and then validate each one. Sometimes a customer’s request is for a solution that already exists, or maybe they’ve misunderstood something. Our job is to make sure we fully understand the underlying problem before we come up with a solution.”
Product Design Decisions Driven by Usability Testing
For Kuda’s product design team, user feedback is a vital part of the product development process. “User feedback and usability testing are really important,” says Tunde Mason, Lead Product Designer at Kuda. Mason elaborates on how user feedback shapes the design process from the initial concept to the final product. “Sometimes, depending on the project, we may start with usability testing before we even build anything. We design a solution, test it with a sample group, and based on their responses, decide whether to proceed with development.”
One successful example was the introduction of preset airtime purchase amounts. After testing various designs, the team observed an increase in transactions for the suggested amounts, validating the feature’s effectiveness before a full rollout.
Mason also recalls an early example with Kuda’s card delivery feature. Initially, customers had no visibility into the delivery process after ordering their cards, and this led to a surge of customer enquiries about their order status. “We quickly added more detailed status updates—‘order received,’ ‘in production,’ ‘printing card,’ and ‘ready for delivery.’ This significantly reduced the number of questions and anxiety around card delivery.”
Bridging the Gap Between Users and Engineers
The journey from user feedback to a new feature involves complex coordination, particularly when translating user needs into technical requirements. Abdulazeez Imran, Lead Software Engineer at Kuda, explains how raw feedback is passed through various filters before it reaches the engineering team. “The product manager breaks down the feedback into specific user stories and detailed specifications that align with the product’s strategic goals. This collaborative approach ensures that every piece of user feedback is thoroughly evaluated and considered from multiple angles.”
However, implementing these changes comes with its own set of challenges. Imran points out that securing buy-in from stakeholders and aligning new features with the company’s strategic roadmap is crucial. “Not every user request fits within our strategic roadmap, and budget constraints can also limit what we can do. Plus, every change must comply with regulatory requirements, which can sometimes restrict how user feedback is implemented.”
Despite these hurdles, the collaborative approach involving various stakeholders ensures that user feedback is incorporated in a way that benefits both the users and the business.
Creating Seamless Experiences Based on User Needs
From a process perspective, the role of Kuda’s Product & Process Operations team is to bridge the gap between customer feedback and product development. Anietie Victor, Manager of Product & Process Operations, highlights how his team works closely with the Customer Experience team to analyse and communicate feedback. “We help clarify any issues, isolate key points, and share them with the relevant product squads. It’s a team effort to keep things smooth and responsive.”
Kuda’s focus on customer feedback has led to several impactful innovations. Anietie highlights the launch of the fintech’s As You Want savings feature, which was a direct response to user demands for more flexible savings options. “We also rolled out features like softPOS, improved invoicing, and payroll management on the Kuda Business App based on feedback from our business customers,” he adds.
Looking Ahead: The Future of User-Driven Development at Kuda
Kuda’s commitment to user-driven development is not just about responding to feedback but also about anticipating needs and setting new standards for digital banking. As Kuda continues to grow, its focus remains on refining its processes to better serve its customers, ensuring that each new feature is not just a response to user requests but a proactive step towards delivering a more inclusive, cost-effective and intuitive experience.
By maintaining a dynamic dialogue with its users and continuously refining its products based on their feedback, Kuda is building a community-centric financial ecosystem. For Kuda, every customer interaction is an opportunity to learn, innovate, and, ultimately, create a product that truly resonates with its users.
