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User Feedback

By Gerd Waloszek, SAP AG, SAP User Experience – Originally published in the Philosophy section

Abstract

User feedback is the key factor in a user-oriented development process, because only user feedback can ensure that a software product comes up to the users' needs. User feedback also helps to continually improve products and to adapt them to changes in the work practice. This article discusses a variety of ways to get useful user feedback.

User feedback is the essence to a user-driven development process. Developing software without listening to the users may be possible, but it is unlikely that such software will come up the users' needs. Only user feedback can ensure that users get what they want, namely "software that works the way they do". Also, user feedback is needed during the whole life-cycle of a software product. It ensures that a product is continually improved and adapted to changing work practices.

In a broad sense, user feedback is any input coming from the users of your software. While any input is better than none, it is useful to ask which methods exist in the field that yield useful user feedback. To simplify the discussion, we will distinguish between two types of user feedback:

 

Test-Based User Input

There are two important ways in which you can get feedback from your users.

In the early design stages you think about the general design of your application and may consider a variety of design alternatives. Here, user feedback can help to resolve design issues and direct the design specification in ways that the users' needs are satisfied.

Later, when the application is nearly finished, tests usually are conducted in more formal ways, e.g. in a lab under "standardized" conditions. In this case, user feedback is collected from several individuals and may even be analyzed statistically. Now user feedback is no longer used on a "conceptual" level, but helps to find deadlocks in your software, non-intuitive features, hidden functionality, and of course, quality problems.

It is important to evoke user feedback repeatedly in order to iteratively improve your software and to adapt it to the ever-changing needs of the users' work.

At SAP, User Days include a variety of activities that serve as sources for user input: Workshops, "quick&dirty" user tests, as well as the standard user test in the SAP usability lab.

 

"Freeform" User Input

With respect to "freeform" user feedback, the number of ways that users can respond to your product is limited by your imagination only. Therefore, we will mention just a couple of possibilities, most of them are common practice at SAP.

Let us again begin with a simple distinction: You can either get your feedback directly, e.g. by talking to your users, or you evoke other ways of user input like mails, letters, questionnaires, online media etc. We will start with the face-to-face mechanism for gathering input and then cover a variety of other ways you can get user feedback.

User Workshops

User workshop may involve a variety of forms of user feedback. We have already mentioned the prototype testing. User workshops may also include presentations of your software or just of design ideas. By discussing these with users, users may have a very effective impact on the final design.

Site Visits

Site visits are conducted to learn more about actual work practices at the customers' sites. This includes watching how your or even a competitor's software is used, as well as observing the general context in which software is used. Note, however, that many customers also use site visits to bring forward their personal needs, suggestions and problems with respect to your company's software. Be prepared that they will not focus on your software, but will talk about any (in this case SAP) software they use.

Mailing Actions, Questionnaires. Phone Calls

Mailing actions are a well established way to receive user feedback. Typically, questionnaires are used when customers or end users can fill in fixed or free-form answers. Do not expect too many questionnaires to return. So, think of ways to make your mailings more attractive for users, for example by awarding them with little prizes for returning the questionnaires.

Phone calls can also be a way of getting into contact with customers. Phone calls show that you are interested in their software tool needs. Often, people prefer to answer questions on the phone rather than filling in a questionnaire.

Online Services and Online/Communities

Nowadays, online communication is getting more and more popular. SAP has used an online feedback system for customers for a long time. Customers can report problems and propose development ideas. With the rise of the web, message boards or chat rooms provide more interactive ways of getting user feedback.

Contests

Contests are a good way to motivate user feedback because it evokes customers' "sport spirit". SAP did this successfully during the Enjoy initiative, and will surely repeat this in the future. Be prepared for a lot of proposals that have already been implemented – the users just do not know this, because they are still using older systems...

Your Ideas Wanted!

Well, this space is intentionally left blank for your ideas! We are sure that there are lots of good ideas lingering around for getting useful user feedback!

 

Conclusion

A user-oriented development process cannot exist without sufficient user feedback. There are many ways to get this input and still room for new and exciting ideas for reaching out to users.

 

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