Design Insights about Feedback System
2021.10 Alibaba E-commerce
The article explores the systematic approach to collecting user feedback for continuous product experience optimization, emphasizing the importance of two-way communication for illuminating the To-B product experience
With the overall upgrade and revision of the new Qianniu Workbench product, in order to collect user feedback on the usability and product functions of the new version during the process, we first built a feedback product on the site.
2. Purpose of collecting feedback:
The goal of feedback has a great impact on the design of the feedback mechanism. Different collection purposes require different mechanism processes, otherwise it will affect the bias of the collected information.
The new version may have major iteration problems of old and new versions, as well as bugs in newly released functions, so this time we mainly want to collect bugs and product optimization suggestions for merchants’ new versions. The former still has great requirements for timeliness and processing coverage, while the latter is a phased and advanced monitoring.
3. Design and selection of feedback mechanism:
Provide a thinking model path for my thinking: [Problem-Purpose-Mechanism-Framework]
What needs additional explanation is: there may be multiple problems and multiple purposes at the moment, and the entire feedback design framework will have multiple modules. This is very common. At the front desk, users are guided and diverted, and at the backend, problems are categorized. There will be updates and evolutions based on the different stages of the product.
02. Overall product architecture
Feedback is the exchange of information between users and the platform, and the design must be considered from a global and full-link perspective. Then extract the real core process events and define and design them.
Therefore, the product design is divided into two parts: front desk (for merchants) & backend (for processors)
Linking the main processes of the client and the platform to extract the core process of the initial event can help us see clearly the experience difficulties and design priorities in the process
For links with greater difficulty, think about how to help users alleviate the pain and take one more step; when the emotional experience is unstable, such as waiting or achieving results, you can think about strategies such as how to relieve waiting and how to amplify the sense of accomplishment.
03. User-side design
User terminal: (1) Simple and accurate submission experience; (2) Expected and implemented feedback follow-up
04. Backstage design
Platform side:
(1) See the problem clearly and coordinate and distribute the solution in an orderly and efficient manner;
(2) Establish a communication channel with users
User side:
(1) From data to insights
Through the front-end data, we can collect original feedback data. How to process data and discovering problems is the first step in processing.
(2) Communicate with users and rebuild user trust
a. Respond promptly
b. Scoring mechanism
c. There is a sound when landing
05. Common feedback [difficulties/key points] thinking
Q1: Feedback? help? relationship and product structure relationship
A1: There is a vague intersection. We need to divert traffic so that users know which way to go.
Help and feedback are both communication about problems between users and the platform. The former is more about reverse consultation to identify obstacles, and the person who operates is the user himself; the latter is more about providing suggestions to the platform, and the person who operates is the platform.
(1) The level of the entrance determines what kind of people will come in at what scene.
(2) In the process of problem description, solutions can be intelligently recommended to users
Q2: How to improve the quality of feedback without raising the threshold for submission too much?
A2: Tell the user what structure they want to use to submit, and provide corresponding convenient tools to help make it faster and easier
(1) Do not give users absolutely free input and structure the submitted content
Different problem types and attributes have different subsequent problem processing.
(2) The feedback object is automatically positioned, and the positioning is accurate for better distribution and processing in the future.
(3) Quick voucher submission tool to better express current issues
Q3: What progress do users want to see?
A3: In the next iteration, although the post-submission process depends on the processing mechanisms and fulfillment timeliness of different business processes, the user perspective is as follows.
(1) Replies from real internal platform employees, not robots
(2) If you want the robot to reply automatically, please provide different expected processing timeliness and follow-up actions according to the scenario.
(3) After the b-side processing is completed, a public question square can be designed, which not only stimulates user feedback but also announces new features of the product.
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