Clients will often come to us to say “We’re redesigning so-and-so tool/page/journey and we’d like to use customer feedback to inform some key decisions.”
The advice we invariably give is to examine it from multiple angles.
What does that mean?
You can break down your learning into discreet questions. Any one question alone gives you new insights, but taken together, you have a holistic picture of your biggest opportunities. When taken together, you can contextualize and keep feedback in perspective, which is the key to making optimal business & UX decisions.
For example, I’d want to know:
- How happy are people with the current iteration?
- For those that aren’t happy, what do they have in common? Do things fall apart for certain audiences? Do things fall apart for certain use cases?
- What explicit advice do users give you to improve it? You can ask directly and get feedback at scale.
- Do you have some hypotheses about what causes friction? Ask. Do you understand this feature? Does this benefit make sense?
- Ask targeted questions: Why did you use this feature instead of that feature?
- Ask users to rank options: What’s more important to you, A or B?