Designing a reactive feedback feature for end-users in web-based media software

Abstract: Customer feedback is essential for improving a company's products or services and increasing customer satisfaction. Despite its value, user involvement faces many challenges, such as low user motivation and feedback with missing context information. To increase the chance of collecting user feedback, the process must be fast, easy, and well-integrated into the system or product.  In this thesis, a suitable way of designing a high-fidelity (Hi-Fi) prototype of a reactive feedback feature that improves the ease of submitting end-user feedback and enriching it with sufficient information to streamline the interpretation and handling process has been investigated. This was done by following the Design Thinking method and its five phases. In the first phase of the process, Empathize, information about the end-users' and the product teams' pain points, wants, and needs regarding the current feedback process were gathered through interviews. A literature study and research of existing feedback tools were also conducted to build a broader knowledge about the subject. The collected data was organized and analyzed during the second phase, Define, through affinity diagramming, a customer journey map, and defining user need statements. In the third phase, Ideate, a wide range of design solutions to the identified problems and user need statements were generated during a Crazy 8 workshop and initial sketching. The two final phases, Prototype and Test, consisted of three iterations of creating and evaluating prototypes through an expert review, a usability test, a heuristic evaluation, and a final usability test.  The two major identified pain points were the product team expressed that customer feedback is often difficult to interpret due to missing context information, and that end users have to go through a long and laborious procedure to provide feedback. End-users wanted an easy and fast way to submit a wide range of feedback to have some impact on the product's future improvement, and the product team wanted to collect as much sufficient information as possible to facilitate the interpretation and handling process. The study explores the challenges of including predefined feedback options and a prioritization feature to enhance the interpretation and management of feedback while maintaining ease of use. The prototype includes the possibility to attach annotated screenshots and screen recordings and automatically collects contextual data to address the lack of information and simplify and speed up the feedback process for end-users. The final usability test resulted in positive feedback and showed that the suggested feedback feature enables end-users to provide feedback quickly and easily while providing the product team with the most necessary information. The result also gives a first indication that the feedback feature will increase the end-user involvement in the product's future development.