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Easy 3 Gold Nuggets for Innovation

getting angry on feedbacks

Got no innovation ideas? Tired of hearing problems, complaints, negative feedback, or never-ending suggestions from customers, users, colleagues … or even yourself? Here is why you should welcome these in product design!

 

User’s feedbacks are the gold nuggets

  • to improve your products
  • for new products
  • for new market service opportunities

… additionally to very short terms sales wins

Customer feedbacks

Choose wisely who will face/be in contact with your customers. The most frequent cases are:

  • sales colleagues
  • sales administrative
  • customer support
  • forums
  • social media

And as a product designer or product manager, build a dedicated process to capture this feedback. The guys above should not only solve the problem in a very short-term solution but also have a long-term benefit for the other users and for your product/company.

Getting angry on feedbacks
getting angry on feedbacks

TIP: customer support, facing the customers … it is sometimes advisable to have an independent-from-creator guy to prevent some unwanted “hot reaction”

  • not too much “engineer”, but more a sales/marketing attitude; for the attitude so as for the communication and language aspects (not a code programming discussion here); the engineer could be tempted to see the technical feasibility or its cost rather than the user need or point of view (“voice of the customer”)
  • somebody not getting red while hearing any remarks on his “baby” on which he spent days, nights and week-ends to its development.

Tip on Tip: be especially careful when both your customer and your developer are both not interacting in their native language, like English. That would suppress all nuances in the comments and any misunderstanding could degenerate into angry unwanted communications. When applicable, pick-up the phone to clarify is better than tons of more and more angry email exchanges.

Product failure feedbacks

Take critism as idea gifts
take criticism as idea gifts

In technical design & Risk Analysis terms, this feedback will define the failure modes.

As soon as you start to have 2-3 similar bad product feedbacks, react, and don’t wait for a written claim! Take out of your mind that users are spending their time just to annoy you. There is something, even if that is possibly just a misunderstanding, but then the real problem is communication that you must also correct.

if it involves safety,  already one(1) bad market feedback or problem should already trigger a review action (automotive, medical, safety …)

Maybe the product is weak? –> design better & better than competitors

Maybe the product is used in the wrong way? –> Improve the Instruction for Use (IFU) or maybe some ergonomics issue or some labeling/marking or some translation; do again some usability tests with first-time users and be the-fly-on-the-wall (aka, look at the user testing it without interfering).

Maybe the product is used for something else than the intended use ? another market segment opportunity (maybe should be advertised or sold differently there also) or room for another easy-similar product.

See also the article about innovation between segments.

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Topics covered: Innovation, User feedback, Product design, Customer feedback, Long-term benefit, Communication, Failure modes, Usability tests, Market segment, Independent study, Feature request, Customer support, Ergonomics, Instruction for Use (IFU), Safety review, User needs, Word of mouth, Open-mindedness ISO 9241, ISO 9001, ISO 13485, ISO 31000, and ISO/IEC 25010..

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