This document provides advice for how to respond when initial feedback on a new product is negative: - Observational research should be prioritized over focus groups, as people may not be honest about problems. Observe how users interact with the product in real-world settings. - Ask open-ended "why" questions to understand the real issues rather than superficial complaints. People's eyes and actions can reveal more than their words. - Reflect on whether the negative feedback actually reveals flaws in the product or in the designer's understanding of customers. Use the feedback as an opportunity to learn and improve the design.

2. • Award-winning Industrial Design and experience design leader
– Broad experience working in interface and hardware design, development, and
manufacturing across consumer and enterprise focused solutions.
• International experience in start-up, consultant and corporate design
environments
– Founded first expatriate staffed ID firm in Hongkong
• Focus on strategic user-centered product and business definition,
mapping, and architecture
• Startup mentor and advisor, fractional CDO/CTO

4. They don’t love it.

5. Now what?

6. • Is your baby ugly?
– But Mom likes it
• Getting unbiased feedback
– What’s wrong with these people?!
• Product semantics
• What do I do now?
– What’s really the problem?
• Is it me?
– Your first existential crisis

7. • Maybe, maybe not – Observational research
– You’re (probably) not designing it for Mom
– Focus groups are virtually useless
– Observational (ethnographic) research
• Where do you look?
– Your customer journey map
• Who do you talk to?
• Remote/Online should be avoided

8. • Product Semantics
– You have no idea
• Watch their eyes
• Let them crash and burn
• Ask the right questions, the right way
• They WILL lie to you
• “Why” is your friend
– Blink by Malcolm Gladwell

9. • What do I do now?
– What’s really the problem?
• Is it me? Probably.
– Your first existential crisis
• What is the feedback really telling you?
• Who are you – Really?

10. • Back to your roadmap
– Update, bifurcate, pivot?
– Keep it alive; use it
• Iterate
• Discover
Mild
Wild