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Buried in UX Feedback? How We Went from Overwhelm to Prioritized Backlog

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Evaluating input from your customers when the feedback is based on their feelings, emotion, or aesthetic preferences is already a challenging. Anytime you get a spike the amount of user experience feedback you receive—like we did during a beta of a major redesign of one of our products—your project team can be quickly overwhelmed without a clear direction on where to get started. In this presentation I share the system we developed to give us a way to evaluate, score, and prioritize our customer's UX feedback.

Want the handout with presenter notes? Grab the PDF at:
https://drive.google.com/open?id=0B20rch3MynZ1THA2NE9wTUYycjQ

Originally presented at Product Camp Austin (August 19, 2017).

Published in: Software

Buried in UX Feedback? How We Went from Overwhelm to Prioritized Backlog

  1. 1. www.bestppt.com How We Went from Overwhelm to Prioritized Backlog BURIED IN UX FEEDBACK?
  2. 2. @winnermint ABOUT YOUR SPEAKER 2 I’m Stephanie Schuhmacher, a UX Designer and breakfast taco enthusiast 🌮 BONJOUR!
  3. 3. USER FEEDBACK YOU
  4. 4. OUR NEED AN OBJECTIVE SCORE TO PRIORITIZE SUBJECTIVE FEEDBACK
  5. 5. @winnermint KNOW YOUR RED ROUTES 6 LET’S GET STARTED The first two variables in the score are based on your product’s red routes. These are frequently used or most critical activities that your users do. A simple rule of thumb: red routes are the key things that users bought your product to be able to do.
  6. 6. @winnermint KNOW YOUR RED ROUTES 7 How often do users need this function? FREQUENCY OF USE How many users need (or have access to) this function? NUMBER OF USERS AFFECTED ONE CONCEPT, TWO VARIABLES To determine a red route you need to know:
  7. 7. @winnermint ASSIGNING POINTS TO THE LEVELS 8 Almost universally all users of the product see or use this. ALL USERS 3 This isn’t something seen or used frequently by all of the users every day, but it’s often enough that it’s not uncommon.. SOME USERS 2 Users very infrequently see or do this, or it’s limited to a very small role (e.g., account administrators). A FEW USERS 1 NUMBER OF USERS AFFECTED
  8. 8. @winnermint ASSIGNING POINTS TO THE LEVELS 9 0 We added this one for activities that we have little to no user data on. These are typically for new features. UNKNOWN 2 This isn’t something seen or used every day, but it’s often enough that it’s not uncommon.. SOME OF THE TIME This is the “People buy our product specifically so they can do this” activity ALL OF THE TIME 3 1 A few users do this every once and a while, some users may never see this, or users do this one or twice over the lifespan of their use of the product. INFREQUENTLY FREQUENCY OF USE
  9. 9. @winnermint RATING ISSUE SEVERITY 10 HOW BAD IS “BAD”? Next, you’ll next need to choose on how you want to describe and rank how severe a user experience problem is. The scale should range from “This is kind of annoying” to “OMG, everything is on fire.” You decide how many steps go in between them.
  10. 10. @winnermint ASSIGNING POINTS TO THE LEVELS 11 1 Minor but irritating problem, or nice-to-have. Cosmetic or consistency issues. Fix this if you’ve got the time. LOW 3 It’s difficult for users to get work done and there’s no work- around to the problem. It’s so bad that the product to be regarded as “pitiful.” SERIOUS It’s easy for a user to accidentally, permanently lose data. The issue is so bad it prevents people from getting work done. FIX THIS BEFORE YOU EVEN THINK ABOUT RELEASING. CRITICAL 4 2 The user can still accomplish tasks, but may need to figure out a work-around. Slows down the users ability to use the product. MEDIUM SEVERITY OF USER EXPERIENCE ISSUE
  11. 11. @winnermint MULTIPLY POINTS TO GET YOUR FEEDBACK SCORE 12 USERS AFFECTED 3 FREQUENCY 3 SEVERITY 4 FEEBACK SCORE 36XX =
  12. 12. @winnermint FEEDBACK SCORE AND STORY POINTS ARE BFF’S 13 FEEBACK SCORE 27 STORY POINTS 3
  13. 13. @winnermint PAIR FEEDBACK SCORE AND STORY POINTS TO REVEAL THE MAGIC 14 LOW IMPACT HIGH EFFORT LOW IMPACT LOW EFFORT HIGH IMPACT LOW EFFORT HIGH IMPACT HIGH EFFORT IMPACT EFFORT
  14. 14. @winnermint PAIR FEEDBACK SCORE AND STORY POINTS TO REVEAL THE MAGIC 15 LOW IMPACT HIGH EFFORT LOW IMPACT LOW EFFORT HIGH IMPACT LOW EFFORT HIGH IMPACT HIGH EFFORT IMPACT EFFORT 🙌
  15. 15. @winnermint EXAMPLE ONE 16 9 I was surprised the hangup button wasn’t red like it is on my smartphone. All users USERS AFFECTED 3 Every time they make a call (a lot) FREQUENCY 3 No difficulty finding the button, they just want a different color. SEVERITY 1 FEEDBACK SCORE 9 STORY POINTS 1
  16. 16. @winnermint EXAMPLE TWO 17 9 All users USERS AFFECTED 3 Each time they open the app FREQUENCY 3 It just a nice touch to make the app feel less formal. SEVERITY 1 FEEDBACK SCORE 9 STORY POINTS 72 “Welcome back, Stephanie!” is so much more inviting.
  17. 17. @winnermint THANK YOU AND QUESTIONS 18 THANK YOU! ENJOY THE REST OF PRODUCT CAMP! @winnermint winnermintSTEPHANIE SCHUHMACHER a.k.a., Winnermint stephanie@winnermint.com
 www.winnermint.com
  18. 18. winnermint.com REFERENCES & FURTHER READING 19 These are some articles that informed and inspired the system we designed: Sauro, Jeff. “Rating the Severity of Usability Problems.” Measuringu.com, 30 July 2013, https://measuringu.com/ rating-severity/. Accessed 20 Aug. 2017. Travis, David. “Red route usability: The key user journeys with your web site.” Userfocus, 25 March 2006, http:// www.userfocus.co.uk/articles/redroutes.html. Accessed 20 Aug. 2017. Travis, David. “How to prioritise usability problems.” Userfocus, 5 October 2009, http://www.userfocus.co.uk/ articles/prioritise.html. Accessed 20 Aug. 2017. Rosenberg, Carlos. “Turning Usability Testing Data into Action without Going Insane.” UX Planet, 26 Jun. year unknown, “https://uxplanet.org/turning-usability-testing-data-into-action-without-going-insane-9f364a683076. Accessed 20 Aug 2017.

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