Towards Understanding How Software Startups Deal with UX from Customer and User Information

Choma, Joelma; Machado, Leticia; de Souza, Cleidson R. B.; Sharp, Helen; Barroca, Leonor and Zaina, Luciana (2022). Towards Understanding How Software Startups Deal with UX from Customer and User Information. In: Software Business. ICSOB 2022 (Carroll, Noel; Nguyen-Duc, Anh; Wang, Xiaofeng and Stray, Viktoria eds.), Springer, Cham, pp. 287–303.



Customer-centric strategies can help startups move towards successful and sustainable businesses. User eXperience (UX) has been considered a critical factor in creating value for the customers and users of startups. Software startups often collect data about the experience with the product from users. However, obtaining valuable insights to improve the UX from customer and user information can be challenging for startup professionals. In this paper, we present a multiple-case study conducted with Brazilian software startups in which we investigated how these companies deal with customer and user information. To collect data, we conducted semi-structured interviews and retrospective meetings with 28 professionals from the four startups. We found that the startups still need to improve their strategies to leverage customer and user information insights for continuous product improvement, including improving communication channels and adopting metrics to assess customer value creation and product success. As a result, this study can motivate startup professionals to reflect on the most efficient practices for collecting and managing UX information to improve their products and measure value creation.

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