We’ve been there, everyone seems to have an opinion on your design. “Move the button to the left!” “Make it blue!” and our favorite cliché “Make the logo bigger!” While many designers might want to filter that feedback out, we say: embrace it!
Reactive, Directive, and Critique
There are three types of feedback and some will cause you to roll your eyes. This feedback is often from your colleagues. But what about from your users?
Reactive feedback is where you’d hear an expression such as “That’s awesome!” or “Ugh, that’s was designed by a small blind parakeet.” There’s an emotion here and likely you can identify it not only based on what they express, but also how it is expressed. From your colleagues, this may be a little frustrating, but from your users, this is gold. You need this reactive, expressive feedback from your users and you need to know how to take action based on it.
Directive feedback is often in the form of “If I was designing this, I would…” it offers a specific direction on what you as the designer should do. Sometimes these are in the form of a question “Why don’t you move this to the right?” Regardless of how it’s delivered, you can identify these as a form of direction.
Critique is wonderful feedback, when you can get it. Many people, including some designers, are not trained in giving true critique. Critique is when a the objectives of the design are clarified and for each objective, there’s a comment ho how the design has allowed the user to reach the objective. For example: “If your objective is for the user to begin the checkout process, the choice to place the checkout button in grey on the bottom might not be easily discoverable.” You’ll rarely see this type of feedback from your users as they’re not designers nor are they trained in identifying design objectives.
Capturing Reactive Feedback
When you run a test with Vempathy, you’ll capture and quantify the emotions from your users that can help pinpoint your users reactive feedback and turn it into something that’s actionable.