Case Study: How ApTap Turned Customer Feedback Into a Prioritized Product Roadmap
By Dig Insights
- case study
- Customer Experience (CX) Feedback
- Customer Satisfaction (CSAT) Surveys
- Concept Screening
- Innovation Research
- Behavioural Research
ApTap is a UK-based fintech startup specialising in subscription switching services, helping customers manage energy bills and telecom providers through their banking app. As the company grew and secured funding, its development team faced the problem of deciding which mobile app features to build first. With a shortlist of existing and new feature options, the team lacked consumer evidence to guide prioritisation decisions and to provide investors with data-driven justification for development choices.
Dig Insights worked with ApTap to design and run a study using Upsiide’s Idea Screening feature. Multiple surveys were launched to both existing ApTap customers and targeted UK audiences. The studies tested a range of new and existing app feature concepts, collecting demographic data and behavioural attitudes. Upsiide’s Idea Map was applied to identify correlational connections and clusters between ideas, while scoring capabilities were used to compare features based on respondent preference and stated commitment.
ApTap gained demographic and behavioural insights about its target audience and identified a clear structure for its feature roadmap. The Idea Map revealed clusters of related features, enabling the team to streamline development priorities. The study confirmed that the Remaining Spending Balance feature resonated with both prospective and existing customers, giving the team confidence to schedule it for the next development sprint.
“The experience of putting together a survey taught us a lot about writing and structuring them for respondents. You can’t put a price on that kind of education.” — Lachlan Shaw-Stewart, Head of Product, ApTap
