How to Use Microfeedback for Product and UX Research (Part 2)
In How to Use Microfeedback for Product and UX Research (Part 1), we discussed the idea of microfeedback, and went over some microfeedback bets practices. Here, we present a quick primer on how to put the implement processes to effectively gather microfeedback. We highly recommend reading Part 1, before proceeding to read this article.
How to Effectively Obtain Microfeedback
1. Decide what information you would like to obtain. The data that’s collected by microfeedback devices should provide insights that can be used to further your product’s goals or core purpose.
2. Decide the characteristics of the data that you’re trying to obtain
a. Is there a time limit, beyond which, the data you collect will no longer be useful?
b. Can the data be represented numerically?
i. Can the data be represented on a scale? Is the scale continuous or discrete?
ii. How many levels are necessary to represent the data with an appropriate degree of precision?
c. Which subset of a product’s users can provide the required data?
i. Can all users provide the data?
ii. Are only registered users able to provide the data?
iii. Are only paid users able to provide the data?
iv. Is there a particular target demographic?
3. Consider appropriate feedback channels/media. These may include the product, third-party products, email, text, in-person interviews, or others.
a. Gather data about the devices by which users use your product.
i. Phone, table, desktop.
b. Gather data about available channels through which you communicate with your users.
c. Take budgetary constraints into account.
4. Evaluate options for microfeedback device(s).
a. Evaluate the pros and cons of potential options.
b. Consider the advice provided in the “Best Practices” section in Part 1.
i. Collect microfeedback passively, when possible.
ii. Question copy should minimize ambiguity.
iii. Minimize the potential for user error.
iv. Microfeedback devices that appear too frequently disrupt user experience.
v. Microfeedback devices that are not timely, can disrupt user experience, and may diminish the accuracy of feedback.
5. Implement microfeedback device(s).
a. Ensure that there are no obvious technical errors in the implementation that could cause loss of data.
6. Collect data.
7. Evaluate the characteristics and quality of microfeedback.
a. Is there any apparent loss of data?
b. Are there any user groups (i.e. mobile users) from whom data is not being collected, for technical reasons?
c. Are users responding to the microfeedback device at a reasonable frequency?
d. How long are users taking to respond provide microfeedback? Is it potentially disrupting their experience?
e. Are users leaving the page after providing microfeedback? If so, could the user experience disruption caused by the microfeedback device be causing them to leave the page?
f. Assess the distribution of quantitative microfeedback. Does the distribution look reasonable, or could it be the result of a technical problem, or some other problem?
8. If any problems have been discovered with any aspect of the microfeedback or the collection process, consider going back the appropriate step out of steps 1-7.
9. Analyze the collected feedback, and turn the findings into a story that provides useful information about a product, or about its users and stakeholders.
10. Make Product/UX decisions, in accordance with the findings of your analysis.