Navigating Feedback During User Testing

In October, I decided to invest in myself and hone my skills in one of my passions - UX design. As part of BrainStation’s User Experience Design Certificate Course, I was asked to address pain points in the nightlife space and create an interactive prototype for a mobile app. During the 10 week course, I dedicated over 100 hours to research, ideate, and design an app called Wingman - an app designed to improve the nightlight experience for young adults.

One major component of this project, or any design project, was user testing. User testing is a process where a designer seeks to validate their prototype. By speaking with real potential users, a designer can validate whether key pain points discovered during their research stage are being addressed, understand how users interact with the app to identify areas of improvement, find data points to support design decisions, and ultimately improve the user experience. But what happens when you get so much feedback that it’s hard to know what to use and what may not be as relevant?

With each major iteration of Wingman, I was met with feedback from user testing participants on the colours, name, and general interface of the app. At first, I found it hard to decide when I would make changes and when I would choose to keep what I had designed. In the end, it came down to understanding which suggestions would actually create a better user experience, and when I should defend my design decisions. 

After this experience, I compiled some general rules of thumb to guide how I now navigate feedback from user testing. It can be tough, but finding the balance between implementing feedback and standing your ground is a key skill for every designer.

1. Target usability tests with your primary users, and prioritize their feedback above others

As a designer, it is your job to ensure the product you are designing is desirable for users. Imagine you’re testing an app designed for musicians. In this case, your close group of friends may not be the ideal demographic to test with, even if they’re easy to ask to participate. It can be great to get different perspectives and find out ways your product can help those in demographics you did not even consider, but targeting your test participants can help you prioritize which feedback you choose to base your iterations upon.

• Recruit specific participants you know lie in your target demographic. For example, if you wish to test with people who use your product already, or use a competitor’s product, find ways to reach out to them directly.

• Include a short questionnaire before having users participate in the testing session so you can identify how closely they align with your target market. These questionnaires can be included on platforms such as usertesting.com, which is also a great way to get remote feedback if you are unable to meet with your participants face-to-face.

• If possible, conduct street interviews in areas where you may find your target demographic. If you’re testing a travel solution, go to an airport. If you’re building an e-commerce website, go to a mall to find participants.

2. Prioritize feedback to narrow your focus

As a designer, I choose to prioritize user feedback that impacts the user experience. If a task is too complex, users can’t figure out how to interact with your product, or they don’t see its value, then your product needs some improvement. These types of iterations benefit the end-user and make your product better. But what about feedback on the shade of blue you picked, the style of illustrations you used, or even the name of the solution? Take these comments with a grain of salt. If their concerns are not related to accessibility, usability, or desirability, consider making them a lower priority. While this is still great feedback to hear and take into consideration down the road, especially if you are hearing similar things from many of your users, these changes may not be the factor that makes or breaks a great experience. Prioritization helps narrow the focus on the items that need to be addressed now, so you can focus on the big items first, and iron out the details later on.

3. Don’t let a loud voice change your direction

This is one of the easiest ways to get off track with user testing. An opinionated participant can be great to get feedback on the extreme positives and negatives of your product. But, when this person’s voice becomes too loud and all you can hear, you may need to remove them from the equation. One user, no matter how loud, does not represent your entire user base, and you should not put their opinions above others.

4. When in doubt, go back to your research objectives

Think back - what were the initial objectives of your test? If the feedback relates to one of your objectives, great! Make sure implementing that feedback is your priority. Otherwise, maybe save it for a later iteration. While you’re thinking back, do the findings from this test align with the questions you initially had, or do you have even more questions? Sometimes it can be helpful to take a step back and see if your test strayed away from your initial plan. Ultimately, you are looking to validate that your product addresses the insights you identified during discovery, and is usable. If you’re getting conflicting feedback from your users that doesn’t seem to line up with your initial research, it’s time to step back with your team and assess your next steps.

In my time working in product, I’ve seen and experienced first-hand how designers can struggle to navigate feedback during user testing. We know that our users’ needs are key, but it’s important to use a filter and prioritize the feedback. You don’t need to address every bit of feedback, but instead, focus on the most crucial aspects that need to be worked on. When we can begin to prioritize our user feedback, we will not only become better at defending our design decisions, but also better iterative and data-driven designers.