Prepare for customer feedback

User adoption, engagement, and retention are key to successful innovation. Why?

Building an innovative new solution isn't about giving users what they want or think they want. It's about the formulation of a hypothesis that can be tested and improved upon. That testing comes in two forms:

  • Quantitative (testing feedback): This feedback measures the actions we hope to see.
  • Qualitative (customer feedback): This feedback tells us what those metrics mean in the customer's voice.

Quantitative data is number-based using a quantifiable measurement process. Quantitative feedback gives numeric insights into data, which is useful for gathering a large number of answers from customers quickly. Examples of quantitative feedback would be multiple-choice questions and numerical user engagement data. Qualitative feedback is more in depth to get a wider variety of answers and insights into customer thoughts or opinions. Examples of qualitative feedback would be a customer survey with open-ended questions. Both methods of customer feedback provide valuable insights to improve your company's products and services.

Before you integrate feedback loops, you need to have a shared repository for your solution. A centralized repo will provide a way to record and act on all the feedback coming in about your project. GitHub is the home for open-source software. It's also one of the most commonly used platforms for hosting source code repositories for commercially developed applications. The article on building GitHub repositories can help you get started with your repo.

Each of the following tools in Azure integrates with (or is compatible with) projects hosted in GitHub:

Application Insights is a monitoring tool that provides near-real-time quantitative feedback on the usage of your application. This feedback can help you test and validate your current hypothesis to shape the next feature or user story in your backlog.


To view quantitative data on your applications:

  1. Go to Application Insights.
    • If your application doesn't appear in the list, select add and follow the prompts to start configuring Application Insights.
    • If the desired application is in the list, select it.
  2. The overview pane includes some statistics on the application. Select application dashboard to build a custom dashboard for data that's more relevant to your hypothesis.

To view the data about your applications, go to the Azure portal.

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