We love getting feedback at nativeye. Not only does it mean we’re not just talking to ourselves, it helps us develop in a user-focused way. Receiving feedback of the type, ” it would be great if you had X as it would help us to do Y” is gold. If you hear it a few times from a few different people then you know you have a good argument for developing in that direction (balancing with internal factors such as strategy and resources).
But it’s more than getting user validation for innovations.
When you listen carefully to problems or wishes from real users you put yourself in the moment with your customer, faced with the same task they are facing. You might then start to think, “Yeah if that was me I’d really want to be able to do that too.” Taking on board their emotions leads you to a new level of understanding of the problem and how to design for it - but also the motivation to do something about it.
User research might not always tell you the answer straight away (the old “customers don’t know what they want” maxim), but it helps to build the empathy that can lead to user-focused innovation.
Do whatever you need to do. Build an experience map – include touchpoints and all the attendant emotions. But first and foremost watch and listen. That will throw into relief where there is room for improvement and critically, help you to empathise deeply with the emotions bundled in with the customer experience. That will lead you to consider the problem in detail and then do something about it.
And that’s the point -
Until you feel the customer’s pain you’re just not informed and motivated enough to solve the problem well.