designer/
manufacturer
makes first version of
makes next version of designer/ manufacturer
makes first version of
makes next version of
designer/
manufacturer
makes first version of
makes next version of
is used by
may provide feedback through
may suggest insights to
is used by
hardware
is used by hardware
may provide feedback through
may provide feedback through
re m ots u c
re m ots u c
hardware
re m ots u c
May be 12-18 months between versions.
may suggest insights to
seuqinhcetgnilp m as
customer support call
survey
usability study
focus group
ethnographic study
-
-
-
-
-
may suggest insights to
seuqinhcetgnilp m as
customer support call
survey
usability study
focus group
ethnographic study
-
-
-
-
-
seuqinhcetgnilp m as
customer support call
survey
usability study
focus group
ethnographic study
-
-
-
-
-
May be 12-18 months between versions.
May be 12-18 months between versions.
• Obtaining Customer Feedback for Traditional Hardware Products With traditional hardware products, designers have limited knowledge of customer use patterns. Support calls can provide important data on trouble areas (if properly cataloged), but other information is only available from small
samples and observers may bias results. Feedback is incomplete and lags actual use considerably.
may provide feedback through
may suggest insights to
sampling techniques
makes first version of
makes next version of
designer/
publisher
makes first version of
makes next version of
designer/
publisher
makes first version of
makes next version of
designer/
publisher
is used by
website
is used by
is used by
website
nidedrocersnoitca
may provide feedback through
nidedrocersnoitca
re m ots u c
mayprovidefeedbackthrough n i d e d r o c e r s n o it c a
re m ots u c
website r e m o t s u c Websites can iterate weekly or even daily.
snoisicedrofatad drah edivorp
sgoletisbe w
analytics tools +
may suggest insights to
sampling techniques
snoisicedrofatad drah edivorp
sgoletisbe w
analytics tools +
may suggest insights to
samplingtechniques s n o i s i c e d r o f a t a d d r a h e d i v o r p
sgoletisbe w
analytics tools +
Websites can iterate weekly or even daily.
Websites can iterate weekly or even daily. • Obtaining Customer Feedback for Websites With websites, designers can have almost complete
knowledge of how customers use a service: Which links receive the most traffic? Where in a process
do customers drop out? Websites also allow A/B testing: Which of several examples “performs” better? With realtime feedback, use-based design becomes possible. In this regard, website management is more like direct marketing than traditional hardware or even software development.
may provide feedback through
may suggest insights to
sampling techniques
September + October 2009
interactions
makes first version of
sends updated software to
snoisicedrofatad drah edivorp
designer/
manufacturer
hardware customer
may suggest insights to
sampling techniques
website logs
analytics tools +
Networked products can iterate every few days (depending on the size of the user group).
makes first version of
sends updated software to
snoisicedrofatad drah edivorp
designer/
manufacturer
may suggest insights to
sampling techniques
website logs
analytics tools +
Networked products can iterate every few days (depending on the size of the user group).
makes first version of
sends updated software to
snoisicedrofatad drah edivorp
designer/
manufacturer
is used by
website logs
analytics tools +
Networked products can iterate every few days (depending on the size of the user group).
• Obtaining Customer Feedback for Networked Hardware Products Consumer electronics (and office products) are increasingly connected to the Internet. That means use patterns
can be recorded and sent to an online database, giving designers almost complete knowledge
of how customers use a device: Which features are used most often? What’s not used at all?
With this knowledge, designers can refine software and content and they can send updated versions to the device. In this way, networked hardware design becomes like website design.
is used by
hardware
is used by hardware
nidedrocersnoitca
may provide feedback through
nidedrocersnoitca
customer
mayprovidefeedbackthrough n i d e d r o c e r s n o it c a
