About Gooten

Whether online stores outgrow their in-house provider’s limited production capacity, drown in the complexity of managing multiple vendors and channels, or simply need a more powerful technical infrastructure for custom buying experience, thousands of successful stores use Gooten for this every day.

Gooten offers an automated fulfillment and store operations solution for fast growing online stores. It combines powerful order management, and a high-quality managed network of manufacturers and service providers. All to ensure each order from stores are processed, produced, and shipped as efficiently and reliably as possible.

Challenges of organizing qualitative data

To better understand and cater to the needs of a few thousand customers, Gooten was looking for better tools to manage qualitative data. They needed a better way to manage feedback coming from multiple places, and being able to quantify feedback they were getting.

As Krista shares: “The non-quantitative data was all over the place. We had a Hotjar widget, were getting CSV files every now and then from the CS team, and people dropping things in Slack. We were weren't really seeing the kind of big picture overall and weren't able to quantify that data and see: okay, this is the issue that our users were facing the most”

Previously they had tried an Airtable base to tag and organize feedback according to features in the product. It gave them quite a lot of flexibility but it took them multiple hours every week to update the table based on new inputs they received.

“Airtable is great, but it was just a little bit too manual for us. We’d weed through tickets after the fact, putting tags on everything, encountering a lot of tickets that weren’t really useful. For us, Shipright really helps as it lets everyone submit relevant feedback through the browser plugin, and it takes out the step of us having to copy and paste feedback into an Airtable document and do all of the organizing afterwards. Most of that is done for us now. Sometimes we move things to other requests or categories, but it takes well under an hour.”

As they didn’t really have a clear process or tool in place to put feedback beforehand, feedback still lived everywhere and nowhere. When showing Shipright to the Customer Success team, they felt like it was a great way to have a dedicated place to store the feedback they encounter.

“Our CS team was like; this is so great. They never really knew what to do with this stuff before. And now they have a place to put it. We feel like it's more actionable. We have a system for it now.”

A dedicated tool & workflow to manage feedback

Krista explains that the real benefit for her is that they were able to cut out the middleman – she, herself, to collect and organize the data. It happens directly through the various people who are talking to users in the company. It then becomes more transparent to their UX and product teams that have all the context at hand for better solutions and prioritization.

Gooten has multiple customer support, success, and sales people report feedback through Shipright – as this is faster, and more convenient through the browser plugin.

“They can just share feedback with us super easily with the Chrome plugin without having to figure out where to put it"

Roughly 30 people are using the product within the company to either report feedback, or get insights and context out of it. It really helps Krista herself to report on top issues as well. As she builds out new development tickets, she packages the information into these tickets and attaches a link to Shipright. She explains:

“It's like cutting out some of the earlier user research that we would have to do in a lot of cases, especially for smaller issues. If it's like a feature request, we’ll still have to go through talking to users. But if it's just like one little point that annoys users, I can just see and say; here's all the things that people are saying. Let's go do it. We already have all that information ready.”

User experience issues are really important to Gooten, as the product and workflows within the product are so nuanced, Krista explains. The insights Shipright provided to her and the teams have been very valuable on that end. She gives us an example of how they were able to discover confusion of new users around products they would add and publish to their Shopify, Etsy or WooCommerce stores.

“We saw through the feedback that some people were really confused if the product was actually connected for fulfillment. Initially we figured this was a bug, but as we got them in Shipright and saw them next to other ones, I realized people were just confused if the connection was made and valid or not. They seemed worried that their orders weren’t going to come through. Knowing this, we went in and decided we needed an indicator on the product that they created, to let them know that the connection was made and valid, and everything was working properly. As this was a segment of new users, we really wanted to address this quickly, since it seemed to impact the activation.”

On a final note, Krista tells us that the status changes in Shipright and one single source of truth for feedback really helped gain trust within the business.  

“I feel like it's not really a tangible, but just the kind of trust that other departments have with the UX team and the product team is a lot better because there's more transparency around whether the issue they reported will be worked on or not.”