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How Feedback is, and is not, a dirty word

In my experience as a UX and product strategist, I have seen one thing kill more products, and more companies, than anything else: feedback.

Not the feedback itself, mind you, it’s the reactions to feedback that act like a flamethrower to products, product teams, and eventually companies. In these places, feedback is a dirty word. Stakeholders avoid listening to honest feedback, and can even act out against the ones who give it to them. Designers are loath to seek feedback in these places where stakeholders act this way.

To do creative and innovative things, people must feel comfortable seeking feedback without getting their heads chewed off. In many places, this is not the case.

Feedback becomes the f-word most feared in some companies. But there is no need to fear feedback.

Anyone who has had design training has been trained, at least somewhat, in the feedback loop process. As part of their training, they have learned how to give and receive feedback. For designers, feedback is welcomed. Just because feedback is welcomed by a designer doesn’t mean that it’s always accepted and acted upon.

As part of feedback loop training, designers learn to filter useful feedback from non-useful feedback. They learn that pieces of feedback are not individual change requests, but pieces of data that can be gathered to determine a plan going forward.

For you, for your product, and for your company to be able to move forward, feedback must be available to both give and receive. Executives need to be receptive to it, product teams need to be able to seek it out, and customers need tan easy way to give it.

As a longtime designer, when I hear the term “design thinking”, what immediately comes to my mind is establishing a healthy practice to give and receive feedback. Far too often I have seen too many grown adults in executive positions in companies reacting to feedback as a personal attack. If you have never been trained in the feedback process, I can see how people can feel that way. I have felt that way myself sometimes, even though I’ve been trained not to take things personally. It can be very difficult to hear criticism of your work, something that you have invested a lot of time and heart into.

These adverse reactions end up being roadblocks to progress. Making a successful product means building an environment where ideas and opinions are welcomed, even sought out, and definitely free from retaliation and fear.

I have seen Object-Oriented UX and the ORCA process start meaningful conversations at companies and become a catalyst for innovation. That’s why I believe in it, it’s that powerful. To learn more, let’s talk.