How to better incorporate customer feedback into your engineering driven product.

Limina is often faced with products that have been in the market for years with little to no professional user centered and UI design methodology applied. It’s typically apparent in the interface before delving into the history of development through issues including but, not limited to the following examples:

• inconsistent UI patterning
• obtuse, or in many cases, non-existent workflows where users are either left to their own devices to develop their own approach to the system or spend time in manuals or training
• random color and graphic treatments with little or no usage rationale
• core features and functions hidden in right click menus with no alternative access
• extensive use of dialogs and workspace changes to complete primary tasks
• random and inconsistent screen layout
• chop-shop iconography, cut and pasted from other applications

Most of these issues can be attributed to an engineering driven culture where usability has not been a core part of the methodology. Sure, the code is clean, the feature works, QA and Unit Tests have passed with flying colors… but is it usable or useful from an end to end experience?

A typical engineering approach to incorporating customer feedback
As a stop-gap to implementing user centered design practices, we’ve heard: “We’re meeting with our customers regularly to hear what they need and we keep them happy by feeding these requirements directly to the engineers to implement.”

First of all, we applaud you for going directly to the users with your product and taking back their requests into the design… but this is a slippery slope.

Although you may know your users and even have some working for you, how well are you capturing their needs? Are you asking the right questions? Are your users able to articulate what they need? You may have voluminous user feedback, support call logs, or error log reports on file, but have you put the user data into a framework that generates an actionable set of UI enhancements?

Equally important; when you have captured their feedback, how do you use it? Without a clear definition or roadmap for incorporating the user feedback, your product is at risk of losing competitive ground. When a company has to spend additional revenue in extensive training sessions, help documentation, call centers and product revisions, the margin of return on investment can take a massive beating.

Here are some activities to help you to incorporate user feedback into your agile development practice:

1) Give the feedback some context – What were users doing or attempting to do when they encountered the issue, and what are their roles? Usability specialists conduct a set of contextual inquiries to interview and observe users as they are performing various tasks in the context of their workplace to determine both system and non-system based activities, documents, and tools that are used to complete their tasks.

2) Quantify and qualify the user data – Where do you see common issues reaching a critical mass? Which are the exceptions and how do you prioritize them? What issues constitute a completely new set of features and possibly a new product?

3) Organize it – Once you have synthesized and prioritized the issues, determine their relationship not only to the system, but also to each other. Which comments are related and which ones are specific to a given task or feature?

The result is a set of researched usability issues that can be organized into enhancements prioritized by issue, prevalence, technical complexity, business, and user benefit.

Such a framework should be employed when embarking on a product definition or enhancement process. It allows parties from marketing, product management, and engineering to uncover the root of software design issues that challenge usability, and ultimately to gain a deeper understanding of their users. Product managers and engineers who gather and process user feedback assist their company by developing the right products and tools for their customers.

This post includes an excerpt from Limina’s white paper “Nine Ways to Improve Software Usability and Increase Market Share“.

Skipping this step leads to an iterative path of organically distorting the original design of the system and frankin-hacking patches and appendages to the product to the point where rebuilding from scratch is easier than overhauling the UI when your users start running to your competitors.

There are a great many development teams using agile methods, SCRUMing it out, getting the features out the door to see what sticks. In many ways, this is a helpful model to beat the first-to-market and innovation clocks, but if the net result is revisiting the feature again and again or playing “pass the trouble ticket” from developer to developer as the feature enhancement is punted to the next iterations for months… something isn’t working.

We are all for engineering driven product teams. In most cases, massive leaps in technical innovation are paved by developer teams and individuals unhindered by business and user requirements. But we’re talking about products in the market that have ROI, user adoption, marketability, competitiveness and other business considerations to name a few.

There’s something to be said for dealing with the cost up-front; for taking the time to build a sustainable product whether in its initial incarnation or when producing the next generation of its kind, because the hidden cost of maintenance, marketing and training can work against you in the long run.

Give us your thoughts and share your experiences with us and our readers!

Tags: agile, contextual research, usability, user experience, User Research

This entry was posted on Thursday, September 10th, 2009 at 3:14 pm and is filed under Agile Usability, Limina Perspective, Software Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.