She's Birdie product defect report: ticket counts, failure modes, and trend by product (3.0, Disc, Box, Keychain, and Birdie+).

she's birdie 🐦
Customer Truth Mining

Product Defects & Quality Signal, by Product

What 2,853 support tickets describing an actual defect say about each product in the line: 3.0, Disc, Box, plus Keychain and Birdie+ for scale. The next slide is the one-slide summary; everything after it is the detail behind it, broken out per product.

Aug 5, 2026 · Source: coded support-ticket corpus, joined to real ticket dates via the helpdesk ledger and real units-sold from Shopify
The one slide, if that's all there's time for

Quality signal: customer service

0.95
quality contacts per 1,000 units, last quarter (65 tickets / 68,120 units, 3.0 + Disc + Box)
1.47
same rate, prior quarter (93 / 63,398) — direction: down
Sound/alarm
26%
Light/LED
15%
Switch/button jam
14%
Other
45%
"it doesn't make a sound when I pull out the pin, so it's not really useful at all" (3.0, sound/alarm)
"the instruction page states the light will turn green once fully charged, and this still hasn't happened" (3.0, light/LED)
"the button essentially dropped into the unit... I can't get the switch now to go on and off" (Box, switch/button)
"My birdie disc fell off my bag twice the first time I wore it... the second time I did not, and it's gone now" (Disc, other: attachment)

What I'm doing

Reviewing the Box on/off-switch design with the manufacturer this month (it's 63% of Box's own defect tickets and the single most concrete fix in the data). Reporting back next meeting.

Last quarter = May to Jul 2026. Prior quarter = Feb to Apr 2026. Rate covers 3.0, Disc, and Box only, the three products currently sold — see the next slide for why Keychain and Birdie+ are tracked separately.

The headline numbers

2,853
defect tickets read & coded
3 yrs
span covered (2023–2026)
5
products / lines compared
1 in 7
coded tickets carry a product tag

Rates below are for 3.0, Disc, and Box (the three products Shopify still sells)

Joined to real monthly units-sold from a Shopify export, so those three are real per-1,000-units rates, not just counts. Keychain and Birdie+ sold zero units in either window (discontinued lines) but still generate tickets: a support-tail finding, not a rate. Everything here is CS tickets only, so treat every number as a floor, not a ceiling.

Defect ticket volume, by product

Keychain (classic)
1,270
3.0
542
Birdie+ (sub. device)
287
Disc
28
Box
24

Keychain leads on raw count because it's the oldest, highest-volume product, not evidence it's the least reliable one.

By product: trend, top failure modes, real quotes

3.0

1.10 defects / 1,000 units

Recent: 44 / 40,102 unitsPrior: 1.88 / 1,000 ↓
Sound/alarm
23%
Light/LED
15%
Clip/attach
10%
"the carabiner part doesn't stay closed, so it always falls off of her key chain"
Disc

0.52 defects / 1,000 units

Recent: 10 / 19,273 unitsPrior: 0.36 / 1,000 ↑
Battery/charge
29%
Clip/attach
29%
Light/LED
14%
"My birdie disc fell off my bag twice the first time I wore it"
Box

1.26 defects / 1,000 units

Recent: 11 / 8,745 unitsPrior: 1.20 / 1,000 ≈
Switch jam
63%
Sound/alarm
21%
"on/off switch recessed into box, cannot be turned on or off"
Keychain (classic)

1,270 defect tickets, 0 units sold

Recent tickets: 19Prior: 39, both 0 units
Sound/alarm
26%
Light/LED
15%
Clip/attach
11%
Discontinued line: no new sales, still generating support tickets from existing owners.
Birdie+ (subscription)

287 defect tickets, 0 units sold

Recent tickets: 11Prior: 11, both 0 units
App/connectivity
39%
Battery/charge
8%
Also discontinued. Only product where app/connectivity, not sound or light, is the #1 failure mode.

Recent = May to Jul 2026. Prior = Feb to Apr 2026. Same months for both units and tickets.

The discontinued-product support tail

Keychain and Birdie+ generate about 30 tickets a quarter with zero attached sales

There's no unit sold to attach a rate to, so this is pure post-sale support cost on products no longer sold, not a quality problem. Worth a deliberate policy decision on how long support continues for a discontinued unit.

The one cross-product finding

Clip / attachment failure appears in the top 3 for every product

3.0, Disc, Box, and Keychain each show device-detaches-and-gets-lost as a leading complaint: a carabiner, a screw ring, a run-belt clip, a door mount. Different hardware, same symptom, across the whole line. Worth one cross-product engineering review rather than four separate ones.

What to do next

  1. Disc's defect rate is climbing while it ramps. 0.36 to 0.52 per 1,000 units in one quarter: small today, wrong direction, worth getting ahead of.
  2. Box's on/off switch is the clearest hardware fix here. 63% of its defect tickets are the same switch-jamming complaint, and it already has the highest rate of the three active products.
  3. One engineering review of attachment/clip mechanisms across the line. The failure shows up everywhere, so treat it as one problem, not four.
  4. Decide the support policy for discontinued units. Keychain and Birdie+ carry a real ongoing support cost with no offsetting sales.
  5. Re-code "other/unclear" (1,381 tickets) with a tighter taxonomy if this becomes a recurring report. Most of it is legible, it just wasn't what the original read was built to extract.

Full detail, all quotes, and every caveat: see the companion written report, DEFECTS-BY-PRODUCT.md.