How to improve product feedback
As with any area of UX, we follow a methodology to make product feedback as useful as possible — guiding the process and meeting our goals.
We can divide the process into three parts: preparing the feedback session, conducting the session, and taking action after receiving comments. In each stage there are key points to consider so we can get the most out of our feedback sessions, especially when users are involved.
What is feedback?
Feedback is the reaction, response, or opinion that an interlocutor offers about a specific topic — in this case, a user’s thoughts on a product or a particular feature. The results help us better understand users’ expectations and serve a business goal: improving the user experience to foster loyalty and retention.
Preparing the feedback session
The first step when preparing a feedback session is to determine the right questions tailored to the product we are evaluating. You need to develop specific questions aimed at the objectives sought with the new product being designed.
One tactic to make the information as useful as possible is to ask the same thing with both an open-ended question and a closed, more specific one. This helps uncover the reasons behind the answers and makes it easier to identify which parts need more work.
It is also important to keep in mind that comments about the product can be either positive or negative. You must maintain a positive attitude and a critical mindset to accept feedback. Furthermore, remember that comments are based on perceptions, and questions should be phrased so they neither influence nor bias the response.
During the session
When conducting an interview, we must be aware of how we are communicating. During this process, our goal is to ensure that interviewees are as honest as possible, and that only happens if we create a comfortable environment that encourages dialogue. Just as in any interview, establishing a relationship of trust yields better results.
We should maintain eye contact and show that we are paying attention to everything being said. It’s important to use both verbal and non-verbal language — nodding and using words that convey interest in the conversation.
It is also very important to know how to ask clarifying questions during the interview so we can dig more deeply into the topics that interest us. We need to help steer the dialogue in the direction we want without leading the answers.
After the feedback session
After the individual feedback sessions, it is very important to thank the people who participated in the interviews for their time and the comments they provided about the product. We can also suggest keeping an open line of communication in case they want to share more information in the future.
The next step, after finishing all the individual sessions, is to organize and analyze all the information and comments received. It is very useful to ensure that we have gathered all the information we needed, and if during any interview we feel that clarifications or additional comments are required, we can conduct further follow-up.
Ultimately, obtaining feedback on new products is essential for improving them and ensuring that the designs adapt 100% to the goals set at the outset.
We at Torresburriel Estudio encourage you to put these small tips into practice so that you can get the most out of your product feedback interviews.
This is a translation of the following article from our corporate website:
