{"id":15178,"date":"2022-01-26T17:38:37","date_gmt":"2022-01-26T16:38:37","guid":{"rendered":"https:\/\/usersnap.com\/?p=15178"},"modified":"2025-04-01T11:17:58","modified_gmt":"2025-04-01T09:17:58","slug":"early-adopters-tango","status":"publish","type":"post","link":"https:\/\/usersnap.com\/blog\/early-adopters-tango\/","title":{"rendered":"How Tango incorporated user feedback from early-adopters to achieve hyper growth"},"content":{"rendered":"\n<p>September 2021 was a spectacular month: Tango was voted <a href=\"https:\/\/www.producthunt.com\/posts\/tango-ea7e889d-3878-4e0d-9c92-e05d566728b4\">#1 Product of the Week<\/a> on Product Hunt (and later on got recognized as Product of the Year) and acquired more than 10,000 early adopters! It was also the month they started collecting <a href=\"https:\/\/usersnap.com\/blog\/customer-feedback\/\">customer feedback<\/a> with Usersnap. That leads us to this story!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"579\" src=\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/02\/image2-1024x579.png\" alt=\"Product of the Year! - Tango Product Hunt \" class=\"wp-image-15235\" srcset=\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/02\/image2-1024x579.png 1024w, https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/02\/image2-300x170.png 300w, https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/02\/image2-1536x869.png 1536w, https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/02\/image2.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Now, as they say: shall we tango?<\/p>\n\n\n\n<!--more-->\n\n\n<div class=\"wp-block-ub-table-of-contents-block ub_table-of-contents\" id=\"ub_table-of-contents-542e249d-2653-4627-a72f-656eb7fd2883\" data-linktodivider=\"false\" data-showtext=\"show\" data-hidetext=\"hide\" data-scrolltype=\"auto\" data-initiallyhideonmobile=\"false\"\n                    data-initiallyshow=\"true\"><div class=\"ub_table-of-contents-header-container\"><div class=\"ub_table-of-contents-header\">\n                    <div class=\"ub_table-of-contents-title\">Table of contents<\/div><\/div><\/div><div class=\"ub_table-of-contents-extra-container\"><div class=\"ub_table-of-contents-container ub_table-of-contents-1-column \"><ul><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#0-rising-star-tango-aces-the-game-with-early-adopters>How it all started<\/a><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#3-providing-customer-support-to-early-adopters-with-usersnap>Supporting early adopters with Usersnap<\/a><ul><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#4-how-to-manage-questions-from-early-adopters>How to manage questions from early adopters?<\/a><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#5-power-up-customer-support-with-visual-in-app-feedback>Why visual communication in customer support was essential<\/a><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#6-don%E2%80%99t-underestimate-closing-feedback-loops>Don\u2019t underestimate closing feedback loops<\/a><\/li><\/ul><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#7-entering-early-majority-with-customer-feedback-and-usersnap>Entering early majority in less than one year<\/a><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#10-tango%E2%80%99s-team-values-and-superpower>Tango\u2019s team values and superpower<\/a><\/li><li><a href=https:\/\/usersnap.com\/blog\/early-adopters-tango\/#12-the-value-of-customer-feedback-%E2%80%8B%E2%80%8Bfrom-early-adopters-to-the-early-majority>The value of customer feedback \u200b\u200bfrom early adopters to the early majority<\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"0-rising-star-tango-aces-the-game-with-early-adopters\">Rising star Tango aces the game with early adopters<\/h2>\n\n\n\n<p>Have you ever taken step-by-step screenshots to show a team member how to perform a task? If you find dragging screenshots onto a document and editing the images slightly pesky\u2026 you\u2019ll be stoked to meet <a href=\"https:\/\/tango.us\/\">Tango<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-it-all-started-with-a-passion-for-work-excellence\">It all started with a passion for work excellence<\/h3>\n\n\n\n<p>During the COVID-19 pandemic, workplace training became fully remote for many teams. This was a challenge for many new hires and training managers. Companies lacked smart ways to share workflows, and training often consisted of time-consuming video presentations or poorly communicated emails.<\/p>\n\n\n\n<p>Tango\u2019s three founders, Ken Babcock, Dan Giovacchini, and Brian Shultz, were frustrated by the absence of a solution to such a pervasive problem, so they built it! They dropped out of Harvard Business School to reinvent remote training and knowledge sharing. Today, Tango has secured $5.7 million in seed funding and has onboarded 15 team members who share the same mission and passion.&nbsp;<\/p>\n\n\n<div class=\"acf-cta\" style=\"background-image: url(https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2025\/02\/Group-1000004194.svg); width: 100%;\"><h2>Try Usersnap for User Feedback<\/h2><a href=\"https:\/\/usersnap.com\/signup\" class=\"cta-button\">Try Usersnap Now<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-finding-early-adopters-on-product-hunt\">Finding early adopters on Product Hunt<\/h3>\n\n\n\n<p>Tango is a browser extension that helps you create beautiful step-by-step guides with automatic screenshots and seamless documentation. They quickly became popular when the freemium tool was launched on the <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/tango\/lggdbpblkekjjbobadliahffoaobaknh\">Chrome Web Store<\/a> and gracefully took the spots for #1 Product of the Day, #1 Product of the Week, and #2 Product of the Month on <a href=\"https:\/\/www.producthunt.com\/posts\/tango-ea7e889d-3878-4e0d-9c92-e05d566728b4\">Product Hunt<\/a> in September 2021.<\/p>\n\n\n\n<p>Thousands of teams have captured workflows and shared knowledge with Tango. While this is 100% celebration-worthy, Tango\u2019s team was humble and focused on listening to feedback from early-stage users to improve product-market fit.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cIn our product\u2019s early adopter stage, we needed a way to easily communicate with users who would have questions, issues, or feedback. We believe these insights are fertilizers for our growth.\u201d<\/em><\/p>\n<cite>Annie Ng, Growth @ Tango<\/cite><\/blockquote>\n\n\n\n<p>This is how Tango encountered Usersnap. To support product questions and understand additional customer needs, Tango added Usersnap\u2019s <a href=\"https:\/\/usersnap.com\/blog\/feedback-widget\/\">customer feedback widget<\/a> to their website and web app. In the next chapter, you can see what the feedback menu offers and how to learn from customer feedback.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-providing-customer-support-to-early-adopters-with-usersnap\">Providing customer support to early adopters with Usersnap<\/h2>\n\n\n\n<p>As we\u2019ve seen with many early-stage SaaS products, the questions and feedback from your users reveal what their motivations are, what features they expect, and how UX can be improved.<\/p>\n\n\n\n<p>And the easiest way to obtain these invaluable insights is a welcoming yet non-intrusive feedback button.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-how-to-manage-questions-from-early-adopters\">How to manage questions from early adopters?<\/h3>\n\n\n\n<p>Your website is the place your customers go to when they want to get to know you more. As they browse and questions occur, they can seek help immediately with Usersnap. Here is Tango\u2019s website with a custom-designed \u201cQuestions?\u201d button, which offers the option to contact Tango\u2019s team or visit the FAQ page.<\/p>\n\n\n\n<p>Usersnap and Tango are both platforms that advocate visual communication. In other words, you can capture screenshots along with the <a href=\"https:\/\/usersnap.com\/blog\/feedback-form\/\">feedback form<\/a> by Usersnap.<\/p>\n\n\n\n<p>Questions and issues become much clearer when there\u2019s visual context!<\/p>\n\n\n<div style=\"gap: 20px;\" class=\"align-button-center ub-buttons orientation-button-row 1 wp-block-ub-button\" id=\"ub-button-73856e1a-c7a4-4d2f-96e6-2a767e2635db\"><div class=\"ub-button-container\">\n\t\t\t<a href=\"\" target=\"_blank\" rel=\"noopener noreferrer  nofollow \" class=\"ub-button-block-main ub-button-medium   ub-button-flex-medium\" role=\"button\" style=\"--ub-button-background-color: #f3565b; --ub-button-color: #ffffff; --ub-button-border: none; --ub-button-hover-background-color: #313131; --ub-button-hover-color: #ffffff; --ub-button-hover-border: none; border-top-left-radius: undefinedpx;; border-top-right-radius: undefinedpx;; border-bottom-left-radius: undefinedpx;; border-bottom-right-radius: undefinedpx;; \">\n\t\t\t\t<div class=\"ub-button-content-holder\" style=\"flex-direction: row\">\n\t\t\t\t\t<span class=\"ub-button-block-btn\">Try Usersnap for free today<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/a>\n\t\t<\/div><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"5-power-up-customer-support-with-visual-in-app-feedback\">Power up customer support with visual in-app feedback<\/h3>\n\n\n\n<p>When logging into Tango\u2019s web app, you\u2019ll notice a subtle \u201c?\u201d button that opens up to a 4-option support menu.<\/p>\n\n\n\n<p>Allowing users to select what type of feedback or support they need not only amplifies customers\u2019 perception that you care but also helps you categorize and manage the feedback better.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"426\" height=\"512\" src=\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/01\/Tango-using-Usersnaps-Feedback-Menu-Widget.png\" alt=\"Usersnap feedback menu - Tango early adopters success story\" class=\"wp-image-15180\" srcset=\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/01\/Tango-using-Usersnaps-Feedback-Menu-Widget.png 426w, https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/01\/Tango-using-Usersnaps-Feedback-Menu-Widget-250x300.png 250w\" sizes=\"(max-width: 426px) 100vw, 426px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n<\/div>\n\n\n\n<p>Tango\u2019s Growth team is the main owner of user feedback and support requests. They resolve customers\u2019 questions and disseminate suggestions, repeating issues and insights to the rest of the team.<\/p>\n\n\n\n<p>Technical issues will be filed to \u201cReport a bug\u201d for the engineering team. User metadata are automatically captured with the screenshots by Usersnap for necessary context to help make troubleshooting easier and faster.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Here\u2019s a <a href=\"https:\/\/app.tango.us\/app\/workflow\/f104fb5a-431f-46bf-80f9-97dcbcc84b71\">Tango Workflow<\/a>, the Growth team, made to show other team members how to respond to feedback items in Usersnap, as well as add a label and mark a ticket as completed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-don%E2%80%99t-underestimate-closing-feedback-loops\">Don\u2019t underestimate closing feedback loops<\/h3>\n\n\n\n<p>Responding to customers to tell them how important their feedback is, particularly at the early adopter stage of your product lifecycle, can add great value and build trust in your customer relationships.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cAs Tango is an early stage start-up, Usersnap has elevated customer support by providing a quick way to communicate with users outside of traditional methods like email.\u201d<\/em><\/p>\n<cite>Annie Ng, Growth @ Tango<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"7-entering-early-majority-with-customer-feedback-and-usersnap\">Entering early majority with customer feedback and Usersnap<\/h2>\n\n\n\n<p>Since the success of Tango\u2019s Product Hunt launch, it is clear as a day that Tango is tackling a huge pain point that many working professionals experience in their respective industries and roles. So what\u2019s next?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"8-building-saas-products-with-customer-feedback\">Building SaaS products with customer feedback<\/h3>\n\n\n\n<p>In the growth of Tango\u2019s user base, feedback poured in from Usersnap and other various channels. We\u2019ve summarized Tango\u2019s approach on how they made feedback matter in 3 steps.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Digesting feedback&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>As mentioned above, feedback or even questions reveal what expectations were not met and why customers use your product.<\/p>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li>Prioritizing the most important and impactful feedback<\/li>\n<\/ol>\n\n\n\n<p>In less than half a year, Tango has acquired over 20,000 users in various industries and roles, so imagine the amount and diversity of feedback they\u2019ve received! How to categorize feedback and prioritize the areas that add the most value is the real science and art.<\/p>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li>Building a roadmap that reflects the voice of customers&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Once Tango\u2019s team works through the new ideas and improvement contenders, they can start planning their roadmap. Finally, they\u2019re able to release new features with confidence that their users will be delighted.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe challenge with early majority is to figure out the most important pieces of feedback so that our product reflects what users find most valuable.\u201d<\/em><\/p>\n<cite>Annie Ng, Growth @ Tango<\/cite><\/blockquote>\n\n\n<div class=\"acf-cta\" style=\"background-image: url(https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2025\/02\/Group-1000004194.svg); width: 100%;\"><h2>Try Usersnap for User Feedback<\/h2><a href=\"https:\/\/usersnap.com\/signup\" class=\"cta-button\">Try Usersnap Now<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"9-validating-a-new-release-tango-pro\">Validating a new release: Tango Pro<\/h3>\n\n\n\n<p>As a product-led growth company, Tango leveraged the essential hook with initial power users and the user feedback collected to refine their market strategy. The large, varied user base gave Tango the opportunity to test the product, understand user adoption and engagement, and navigate product decisions. It also helped them see who Tango can best serve and how to evolve.&nbsp;<\/p>\n\n\n\n<p>On November 17th, Tango Pro was introduced! It\u2019s their first paid version of the product and focuses on brand customization and team collaboration features while providing additional security!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"10-tango%E2%80%99s-team-values-and-superpower\">Tango\u2019s team values and superpower<\/h2>\n\n\n\n<p>A core value that unites the Tango team is what they call \u201cTeam First.\u201d This core value reflects the team\u2019s approach to solving problems collaboratively while celebrating wins together.&nbsp;<\/p>\n\n\n\n<p id=\"11-another-core-value-%E2%80%9Cbestow-superpowers%E2%80%9D-in-which-everyone-is-empowered-to-delight-the-customers-and-provide-true-value-corresponds-a-lot-with-one-of-usersnap%E2%80%99s-values-%E2%80%9Cmake-feedback-matter%E2%80%9D-we-are-incredibly-honored-to-have-in-common-this-customer-centric-value-with-tango-\">Another core value \u201cBestow Superpowers\u201d in which everyone is empowered to delight the customers and provide true value, corresponds a lot with one of Usersnap\u2019s values \u201cMake Feedback Matter\u201d. We are incredibly honored to have in common this customer-centric value with Tango!&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"11-\"><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cEvery team member works to provide value to our users, show up authentically, and keep things fun.\u201d<\/em><\/p>\n<cite>Annie Ng, Growth @ Tango<\/cite><\/blockquote>\n\n\n\n<p>Tango\u2019s company culture to focus on customer values and act purposefully truly is a superpower.<\/p>\n\n\n<div class=\"acf-cta\" style=\"background-image: url(https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2025\/02\/Group-1000004194.svg); width: 100%;\"><h2>Try Usersnap for User Feedback<\/h2><a href=\"https:\/\/usersnap.com\/signup\" class=\"cta-button\">Try Usersnap Now<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"12-the-value-of-customer-feedback-%E2%80%8B%E2%80%8Bfrom-early-adopters-to-the-early-majority\">The value of customer feedback \u200b\u200bfrom early adopters to the early majority<\/h2>\n\n\n\n<p>We cannot promise all companies product-market fit or hyper-growth like Tango, but listening to customer feedback can certainly help you understand what problems you need to solve. And with Usersnap, you have access to collect visual feedback, vote on feature requests, and measure NPS and CSAT, this all helps make feedback more actionable. Why not give it a try today?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe value all of the feedback from our users, as it drives Tango\u2019s future product decisions.\u201d<\/em><\/p>\n<cite>Annie Ng, Growth @ Tango<\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>September 2021 was a spectacular month: Tango was voted #1 Product of the Week on Product Hunt (and later on got recognized as Product of the Year) and acquired more than 10,000 early adopters! It was also the month they started collecting customer feedback with Usersnap. That leads us to this story! Now, as they [&hellip;]<\/p>\n","protected":false},"author":47,"featured_media":15233,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[841,1037,856],"tags":[1054,1129,1130,1063],"class_list":["post-15178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-feedback-ultimate-blog","category-product-management-blog","category-website-feedback-blog","tag-customer-feedback","tag-early-adopters","tag-saas-growth","tag-user-feedback"],"acf":[],"featured_image_src":"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2022\/01\/Tango_-going-from-early-adopters-to-early-majority-with-Usersnap@1x.png","author_info":{"display_name":"Ashley Cheng","author_link":"https:\/\/usersnap.com\/blog\/author\/ashleycheng\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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