🐶 Dogfood

✏️ Definition

Dogfood delivery refers to the practice of an organization using its own products internally before they are released to the public. This process, often termed “eating your own dog food,” allows companies to test products in real-world scenarios to ensure they meet the practical and operational needs they were designed to address. It helps identify and fix potential issues, improve features, and enhance user experience based on the firsthand use of the product by the company’s own employees. This method serves as a critical step in product development, providing valuable insights that can lead to more reliable and user-friendly products at launch.

+ Benefits

Immediate and relevant feedback

Dogfooding allows for the collection of immediate feedback from employees who use the product in a natural setting. This firsthand usage can reveal practical insights and potential improvements that might not be apparent in a more controlled testing environment. Employees can provide quick, direct, and highly relevant feedback on product functionality, user experience, and performance, which can be invaluable for iterative development.

Builds confidence and credibility

When a company uses its own products internally, it demonstrates confidence in the quality and effectiveness of those products. This practice not only helps to iron out any kinks before public release but also boosts credibility with customers and stakeholders. Knowing that a company stands behind its products enough to use them internally can be a strong selling point.

Encourage a user-centric culture

Dogfooding promotes a user-centric culture within the organization by involving various departments in the product testing process. This inclusion helps teams across the company understand the product better and appreciate the user’s perspective, which can lead to more user-focused decisions and innovations. It ensures that the product development is aligned with user needs and enhances the overall quality of the final product.

📒 Playbook

⏮️ Prepare

Define objectives: Outline specific goals for the dogfooding phase, such as testing specific features, assessing overall usability, or ensuring stability under normal operational conditions.

Select participants: Choose a diverse group of employees from various departments who can provide varied perspectives on the product. Ensure that participants include both technical and non-technical staff.

Set up infrastructure: Ensure all necessary tools and systems are in place for employees to use the product effectively. This includes access permissions, necessary hardware, and any required support structures.

Communicate Expectations: Clearly communicate the purpose, process, and expectations to all participants. Provide guidelines on how to report issues, give feedback, and document their experiences.

▶️ Run

Official launch: Begin the dogfooding phase by officially launching the product internally. Ensure all participants have access and know how to begin using the product.

Monitor usage and feedback: Actively monitor how the product is being used and collect feedback systematically. This can be through direct reports, scheduled feedback sessions, or an internal forum where users can discuss their experiences.

Provide support: Offer ongoing support to resolve any issues participants encounter. This support should be readily available and capable of addressing both technical and user-experience related queries.

⏭️ After

Gather and analyze feedback: Compile all feedback, issues, and usage data collected during the dogfooding phase. Analyze this information to identify common themes, major issues, and potential improvements.

Review and iterate Review the compiled feedback with the product team and relevant stakeholders. Use this information to make informed decisions about changes, enhancements, or fixes that need to be implemented.

Communicate changes Inform all participants and stakeholders of the findings and the subsequent changes planned or implemented as a result of their feedback. This closes the feedback loop and helps maintain engagement for future testing phases.

Document lessons learned Document the outcomes and lessons learned from the dogfooding phase to refine future testing processes and product development cycles. This documentation should be accessible to guide future projects.

⚠️ Common Pitfalls

Limitted tester diversity

Often, dogfooding may involve only a specific segment of the company, such as developers or product managers. This limits the range of perspectives and can result in feedback that doesn’t fully represent the diverse needs and challenges of all potential users. To counter this, ensure that a wide variety of employees, including those from non-technical departments, are included in the testing process. This approach helps in capturing a broader range of insights and creating a product that is more universally user-friendly.

Inadequate feedback mechanism

Without a structured and straightforward way for testers to report their experiences, collecting detailed and actionable feedback can be difficult. Important insights might go unreported or be lost. Setting up clear and accessible feedback channels such as regular surveys, dedicated forums, or direct communication with the product team is crucial. Encouraging an open feedback culture where all input is valued and considered can also enhance the quality and quantity of the feedback received.

Insufficient response to feedback

Ignoring or failing to act on feedback not only demotivates team members but also risks allowing issues to persist into the final product, potentially harming user satisfaction and the company’s reputation upon release. It’s essential to establish a process for systematically reviewing, prioritizing, and acting on feedback received during dogfooding. Ensure that resources are allocated to address these insights and keep testers informed about how their contributions are influencing the product development. This acknowledgment can maintain enthusiasm and engagement throughout the project.

👉 Example

⏮️ Prepare

Objective setting and preparation: The main goal was to test the stability and usability of HostSpot’s new personalized activity planning feature. Metrics such as app crash rates, user session duration, and activity engagement were monitored. A diverse group of employees from sales, engineering, customer support, and marketing participated, providing a broad spectrum of user perspectives.

Technical setup and communication: All participants were given access to the latest version of the HostSpot app with the new features enabled. An internal forum and regular feedback sessions were established, allowing for structured and spontaneous feedback.

▶️ Conduct

Launch and active monitoring: Employees used HostSpot in their daily activities for a full month, integrating it naturally into their routines. The product team actively monitored app performance and addressed technical issues as they arose, ensuring continuous operation.

Feedback collection and management: Employees regularly reported their experiences, focusing on both the positives and challenges of the new feature. The feedback was crucial in identifying several usability issues, particularly with the activity planning interface.

⏭️ After

Analysis and stakeholder reporting: At the end of the testing period, feedback and performance data were meticulously compiled and analyzed. The analysis highlighted a stable app performance but also revealed usability issues that confused users, particularly with navigating the activity planning features.

Review and implementation of changes: In response to feedback, the activity planning interface was simplified to enhance user experience, and additional customization options were introduced. Participants were updated about how their feedback led to tangible product improvements, enhancing their sense of contribution and ownership.

Lessons documented: The test underscored the importance of intuitive design and robust user onboarding for new features. Insights from the dogfood phase were used to refine the approach for the upcoming public launch, ensuring the product was well-polished and user-centric.

Preparation for public release: After integrating the necessary changes and conducting a final round of internal testing, HostSpot was prepared for a successful public launch.

Disclaimer: This is a hypothetical example created to demonstrate how Dogfood can be applied to an Airbnb-like platform. All scenarios, participants, and data are fictional and meant for illustrative purposes only.