Without feedback loops built into your software development processes, you are in danger of not delivering business value as quickly and cheaply as possible.
The creation of effective feedback loops is typically the responsibility of Project and Product Managers.
This article provides an overview of which feedback loops are important in software development and ways that they can be implemented.
Below are the 3 main groups that can provide valuable feedback on your software development efforts. Each provides a different critical perspective.
The following provides an overview of what you can gain from getting feedback from each of the above groups and methods for doing so.
End users
An end user is the person that a software program or hardware device is designed for. Thus their feedback is invaluable in ensuring that the business value of your software development is maximised.
Methods for getting end user feedback include:
Personal feedback
- Online surveys
- Interviews
- Focus groups
- Moderated user testing
Feedback may either be based on live software that the user has used or on software prototypes (not live) developed for the purpose of getting that feedback.
Analytical feedback
- Analytics
- A/B testing
The best methods for getting end user feedback will depend largely on the nature of the software and the end user. Some software applications, like public web sites, may have geographically dispersed anonymous users. The opportunity for personal interviews or focus groups may be limited. The other extreme is corporate software applications, where the users are known, geographically collected and (presumably) available for interview.
In the process of developing software, it's easy to make assumptions about end user needs, how end users actually use the software applications and what expectations they have. Developing an end user feedback loop can expose unexpected insights and greatly improve your ability to deliver business value as quickly and cheaply as possible.
Business stakeholders
Failure to integrate with business processes is one of the most common causes of failure for software development projects.
Setting up feedback loops with business stakeholders is key to avoiding such failure.
Business stakeholders includes staff who have an interest in the software application, are impacted by it and/or are required to support it in some way. This may include Receptionists, Sales executives, Customer Service representatives, Legal teams, IT Operations, Marketing and many more. Members of this group are highly identifiable and typically available for personal or group feedback:
Personal feedback
- Online surveys
- Interviews
- Focus groups
- Moderated user testing
Steering groups
This is typically the group that has commercial responsibility for the outcomes of the software development efforts and includes the Product Manager or Product Owner. It will typically be interested in cost, productivity and quality and how these are supporting business objectives.
Delivery teams
Delivery teams are typically living the software development and as passionate about the success of the software development effort as the Product Owner.
Whilst feedback from software development teams can often be gained from the regular Agile/Scrum process, formal processes for eliciting the feedback from the software development teams can provide Project and Product Managers with invaluable insights and opportunities for improvement.
Teams often appreciate that their input is sought. Though it is important for them to see that it is acted on or at least considered.
Conclusion
Without feedback loops built into your software development processes, you are in danger of not delivering business value as quickly and cheaply as possible.
The important thing is to recognise who you need to engage for feedback and how you can do this as effectively and efficiently as possible.
