Collecting customer feedback is essential for making informed decisions and improving experiences. This article covers the importance of gathering feedback, along with practical guidelines and resources to help your team determine the best approach and timing for engaging with customers. |
This article applies to: UserTesting
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About collecting feedback
- The standard response to the user experience question, “How often should I test?” is to start early and test frequently.
- The intent of this answer is to indicate that there is never a bad time to test.
- The more your team understands and empathizes with your customers, the better your decisions will be.
Run a test when you...
- Have a question during your project, it's key to get the perspective of your customers.
- Have to make a choice around such things as design options or prioritizing features.
- Need customer feedback as to why they would choose one option over another.
Guidelines and resources for collecting customer feedback
Create a high-level roadmap
- Create a high-level roadmap of your team’s initiatives for the next year and identify what data you need to gather from your customers to inform those initiatives.
- The master class on test creation includes some lessons and a template for creating a roadmap.
- Plan regularly scheduled benchmark studies to evaluate existing experiences over time.
- Even if you don’t change a design or webpage, external factors (or experience with your company’s other offerings) may change your customers’ expectations or needs.
Test throughout the product development life cycle
- For each project or initiative, test throughout the project life cycle.
- Discover your customers’ needs, collect feedback on your solution ideas, and test to ensure your solution is meeting those customer needs.
- The University’s Planning with the product development life cycle course is a good introduction to use cases that illustrate at what points in your project life cycle you should gather feedback.
- The platform also includes templates you can use throughout your projects.
Make collecting feedback a repeatable process
- Creating a repeatable process helps make this an integral part of all the project work you do.
- See our course Measuring the success of your testing program.
Share the value of customer insights
- When you collect feedback, determine the most compelling way to communicate findings to the appropriate stakeholders.
- Building a practice to collect customer insights enables everyone in your organization to leverage those insights.
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