SaaS business

Why User Feedback Is Important: Proofs It Works and Methods to Collect It


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Though as a product owner you may think you know better than your users in which direction to move business, listening to your customers’ opinions is essential at all stages of the product life cycle. 

Gathering qualitative insights from users helps business owners to validate their idea at the research phase, and lets the brand evolve, scale and improve together with users’ needs and preferences during the rest of the product’s lifespan. After all, in the first place, your product exists to solve clients’ problems. 

As a SaaS design agency, we perfectly understand why user feedback is important as we base each of our design decisions on user research to help businesses develop products that people love and need.

In this article, we are going to explain the importance of customer feedback, provide you with possible ways to collect it, and give an action plan on what to do after you’ve gathered the reviews.

The importance of customer feedback for business

We all know that putting positive users’ feedback on your product/service website makes your company look more trustworthy. Many businesses do so.

the use of testimonials on companies' websites
The use of testimonials on companies’ websites

But is it the only benefit you can get from collecting customers’ reviews? Of course not. Here are 4 more reasons why feedback from customers is beneficial for your business’s prosperity.

  1. It shows areas for improvement

Sheer guessing or the feeling of your heart is not a reliable basis for making any business decisions while gathering user feedback can go a long way in deciding which product area to optimize. 

Capturing users’ thoughts about your company’s product helps you track overall customer satisfaction and provide a clear understanding of what customers want in particular. Use the collected information to identify problem areas and efficiently solve the issues users face. When users have a positive experience, they will not only come back again and again for your product or service, but also will recommend it to their friends and family.

For example, to resolve the onboarding issue (high customer churn after the free trial version), Groove, a SaaS customer service software, decided to add one question to their welcome email: “Why did you sign up for Groove?” 

Numerous answers from their potential customers not only guided the company on how to set a better onboarding experience but also helped them find out what product features customers expect to see in their software.

welcome email Groove example
Groove’s welcome email. Image credit: groovehq.com
  1. It promotes customer loyalty

In the age of smartphones, customers conduct more research than ever before. According to a study by marketing agency Fan & Fuel (2016), 90% of online customers read reviews before making a purchase decision. 84% of people trust online opinions and reviews as much as personal recommendations, and 74% of consumers say positive reviews make them trust local businesses more.

Customers look to testimonials to better understand the product. The more positive reviews you have, the better. Regardless of your industry, positive feedback will increase your company's credibility and help build your reputation as a market leader.

  1. It helps you develop a better customer experience

A satisfied customer is the one who quickly and easily solved their problem with the help of your product/service. A well-thought-out customer experience (CX) at each touchpoint is a factor that provides successful achievement of the user's goal. Consequently, the better customer experience you provide, the happier your users are, the more successful your business is.

To make CX better, you need to know what areas work bad, and what needs to be improved first. The easiest and most effective way to find this out is to ask those who use the product and experience all issues in real life.

For instance, as a part of our user-centered design process at Textmagic, we turned to users’ feedback each time we created a prototype. It allowed us to come up with new ideas and improvements that eventually helped us create an intuitive and consistent user experience for a complex client experience platform.  

  1. It makes users feel valuable

By taking the time to review your product, users are more likely to feel loyal to you and keep coming back. By leaving feedback and thus establishing a relationship with the company, customers feel they are part of the organization and you value their opinions.

Customers kind of fulfill their public duty to other clients by giving them reliable information about their experience with your service, and at the same time giving the business a motivation to become better for their clients.

In 2018, Mozilla decided to rebrand Firefox. For that purpose, they created two variants of design systems and asked their users to choose which they liked more. This way, by involving customers in the Firefox growth, Mozilla increased users’ loyalty and gave a sense of familiarity to a new design. 

Firefox rebrand 2018
Two variants of Firefox’s design systems. Image credit: blog.mozilla.org

How to collect user feedback

After we’ve discussed why collecting feedback from customers is important, it’s time to move to more practical knowledge and learn some effective methods that promote users to cooperate with you. 


A survey is one of the most commonly used methods for collecting feedback. You need to create a list of questions and send it to customers via email, put it in-app, or ask through your UX customer support team. Moreover, there are a lot of survey tools that simplify this process, like Surveymonkey, SurveyKing, Google Forms, and others.

However, designing a survey that is informative is quite challenging. After all, you need to:

  1. make the person want to answer. For example, Slack shows you a small intro before the survey that makes you feel valuable and states the exact amount of time the user has to spend.
survey example by Slack
Long survey example by Slack. Image credit: blog.hubspot.com
  1. don’t get your users bored or frightened with questions. For instance, Uber keeps their in-app polls short and straight to the point to keep users engaged. 
in-app survey Uber example
An in-app survey by Uber. Image credit: blog.hubspot.com
  1. in case you want to get user feedback on a website/app make sure it appears on a relevant screen that a user is viewing at that moment. Google Meet asks about audio and video quality right after you left the meeting. 
How Google collets customer feedback
Google Meet quality survey

Live chats

Gathering feedback with the help of live chats is fast and easy, as you actually don’t have to ask or convince customers to do anything. Users start chatting with you when they need it: at the time they face some difficulty, have a question, notice some changes in the product’s work, and so on.

Keen live chat example
Live chat example. Image credit: keen.io

One more advantage of live chats is that in this short live conversation you can quickly ask an important question too. Such customer feedback is important to define a direction for improving small, ongoing issues.

User interviews

To learn details about user problems, it’s better to directly talk to users. These can be live conversations or in correspondence. Interviews allow you to receive higher-quality feedback.  Open dialogue provides an opportunity to understand feelings underlying user decisions and the public's reaction to the brand or company decisions.

Follow these tips when conducting user interviews:

  • Use open-ended questions - how? why? what can you advise? Such questions provide a clear understanding of the picture and help to identify product weak points
  • Start the conversation with broader questions about the brand, and then about the product itself
  • Be an active listener. To get helpful ideas, it is important to be open and receptive. Reflect on the key points you hear from customers.

Usability testing

Customer feedback is essential for UX researchers as well. While surveys and live chats mostly help to identify minor issues that customers regularly face, conducting usability testing can help a UX researcher to reveal problems that you and your users even don’t know about, and this way to make the user experience better.

To understand how important feedback is in user research, let’s take the example of Shopify. With the help of usability testing, they wanted to find out how to make Expert Profiles on the Shopify Experts Marketplace more valuable for users.

Collecting user feedback through usability testing led them to the following result:

Shopify usability testing results
Image credit: maze.co

Social media and specialized platforms

Don’t neglect the importance of gathering feedback from different sources including social media and websites that focus on your specific industry.

On social networks, user activity is usually much higher than on corporate websites. People love expressing their feelings on various social platforms. There is also more trust in reviews there, since you can always go to the author's profile and make sure that this is not a bot, but a person.

For example, at Eleken, we not only lead our Instagram account to be able to communicate with our customers but also have profiles at various design-focused platforms, like Dribble, Behance, Clutch.

collecting user feedback with social media
Eleken’s customer reviews on Clutch

Phone calls

Phone calls are not that popular nowadays, as more and more people prefer to type rather than speak. Still, customer phone calls are a very personalized way to get feedback. The key point here is that the call must be sincere, and questions for feedback are not a mere formality.

To get the most out of this method, reach out to clients at the right time. Research has shown that people are more likely to respond from 10  to 11 am and from 4 to 5 pm, while from 7 to 10 am is the worst time to call.

The greatest advantage of this method is that you get first-hand feedback. What's more, by hearing voices and tone of your customers, you can feel their satisfaction level.

Use customers’ reviews effectively

Collecting user feedback alone has no use if you do nothing with it. To start benefiting, you should learn how to act upon this valuable data.

Here are five basic steps on your further actions:

  1. Classify feedback. As soon as you have a number of insights from users, your task is to segment them into meaningful groups so that you can easily analyze and prioritize issues. For this purpose, you can order them in accordance with buyer personas as each customer type has its wants and needs or according to their problem area.  
  2. Add some analytical data. It’s often difficult to define what change to implement first, and you probably won’t be able to complete each user request. To put the right priorities, back up the feedback with analytical data. For example, you can support your ideas with usability metrics.
  3. Incorporate user feedback into your product roadmap. Product roadmaps explain to different team members not only what you are developing, but also why you are building this or that feature. Your employees will regularly use a roadmap to align with the company strategy. That’s why supporting goals in a product roadmap by user feedback can help workers have a better understanding of what they are doing and why.
  4. Share the insight. To successfully achieve your business goals, your whole team should understand in which direction you move and why. To have a strong understanding of common objectives, make sure everyone in your team has access to all documents that contain feedback (product roadmaps, buyer personas, and so on). 
  5. Bring in the changes. Final step is obvious, but the most important at the same time. The purpose of asking users for feedback is to turn it into action. The problem here is not to spend your time and budget on something that won’t bring value to your business and users. That’s why, follow the above steps to correctly choose which change to implement.

Final recommendations

Instead of summing all the information we’ve learned in this post, we’d like to give you some brief, but actionable recommendations on how to improve your business with the feedback. Maybe such pieces of advice sound obvious, but companies often forget about them from time to time.

  • Always thank your user for the feedback.
  • Make sure you react to each review you receive and customers feel you care.
  • Track your competitors’ reviews.
  • Offer a reward to encourage users to express their opinion.
  • Never ignore negative feedback.
  • Let each of your team members access user feedback.
  • Let your users know about changes you’ve made based on their feedback.

At Eleken, we help our clients not only design their products, but go through every step of SaaS product design including collecting customer feedback surveys. Learn more about our product design process.

Kateryna Mayka


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SaaS business
min read

Product Manager vs Project Manager: Main Differences in Goals, Responsibilities, and Skill Sets

Product manager vs project manager - potato potato - one may say and of course will be wrong. Project managers and product managers are vital roles in tech companies. However, if you're struggling to get the difference between product and project manager, the good news is - you're not alone. 

Eleken is a design company for SaaS businesses with years of experience. And in our day-to-day work we get to cooperate closely with both product and project managers. In this article, we'll break down the main differences between product managers and project managers to help you understand which one is better for you. 

Defining the role of a product manager

A product manager is a person responsible for a product and managing other teams to build, launch and maintain a successful product. A product manager is a key role in most technology companies.

Product managers need to be able to oversee the entire product life cycle, from concept to implementation. They usually need to have more diverse backgrounds and have to be very flexible and able to constantly learn new things, while interacting with different teams. Their goals are not predefined; moreover, their job is to determine goals for both themselves and the product. The result of their work is a solution that fully satisfies clients' demands and meets the company's expectations.  

Product managers work closely with designers to make sure that the product’s design fits customer needs, as well as with engineers to make sure that all design features can be implemented without affecting the functionality. They also work with the marketing department to make sure that the product is effectively marketed when it is released. A product manager is also responsible for taking and analyzing input from stakeholders and users and passing it to the development team. 

Now let’s look at a project manager.

Project manager definition

In a nutshell, a project manager is a person that organizes and coordinates the team to deliver a particular project on time and within budget.  So, to better understand the project manager’s role, we first need to understand what the project is. 

Project is usually defined as a sequence of steps or tasks that need to be completed to achieve a certain result in time and without using extra resources. Anything from designing a new application to building a house can be a project. Projects can vary by field and size, managed by one or many project managers, but the goal (and therefore the job of a project manager(s)) is pretty straightforward:  to complete the project in time and without exceeding the budget. That’s why, it's safe to say that planning the timeframe, resources pool and objectives is a modern project manager’s responsibilities, while the ability to mitigate the risks is their superpower.

Product manager vs project manager: main differences

As you already noticed there are some key distinctions between the two roles that set them apart. A project manager is responsible for delivering the project without breaking the bank, while a product manager is focused on ensuring that the product developed meets customer needs.

Product management is responsible for a whole product creation, while and project management focuses on a specific stage of product development.

The key difference between product managers and project managers  lies in how each role approaches the management process. Product managers focus on long-term strategy and goals, while project managers tend to focus on the project execution.

Project managers handle tasks within the scope of one project (or initiative). Product managers manage multiple initiatives across different teams to ensure alignment with business goals and objectives.

Now let’s explore the main goals, responsibilities, key performance indicators (KPIs), and skill sets of both project managers and product managers.

Responsibilities of a product manager vs a project manager

There are key distinctions in terms of responsibilities and deliverables of product manager and project manager roles that you should be aware of:

As you can see two roles have some common ground. Close cooperation with the team and lots of communication involved are typical for both positions. And no matter the role, both need to advocate for users’ needs and communicate with the team daily. Both roles also have to focus on idea implementation, need to have strong management skills, and be result-oriented. 

Let's summarize: product managers are typically involved in defining products, setting direction, creating product vision and strategy of a product, choosing features, and managing roadmap prioritization. A product manager can be involved in developing products, but they usually don't actually build them. 

KPIs of a project manager and product manager 

Key performance indicators of the two roles we're talking about emerge from the goals of their work. A product manager's KPIs are determined by a key goal to oversee the development and growth of a product, while a project manager's responsibilities are united towards completing specific projects within defined resources. A product manager typically focuses on metrics such as customer satisfaction, increased sales, user acquisition, retention rates, and other metrics related to product performance. Project managers monitor metrics such as project budget, schedule adherence, and quality control and focus more on team performance metrics

Project and product manager skill sets

Here we can see that product manager skills of and project manager skills are quite different.

Product managers need to have strong business skills, as they'll be dealing with the market, stakeholder’s expectations, and product’s development and performance. They also need to have a good understanding of technology so they can make decisions about what features to include in a product. They often are expected to have some basic skills in marketing, engineering, and design as well. 

In contrast, project managers need to be great organizers and have strong problem-solving skills. The project manager's superpowers include managing users' expectations, dealing with ambiguity and sudden changes, budgeting, and creating timelines. Project managers are more niche-oriented and have technical knowledge in particular directions. They should be stress-resistant as troubleshooting upcoming problems is one of the project manager’s challenges. Project managers have to keep the team’s course on the defined goals, which is why this role is most appreciated for their efficient diligent approach. 

Collaboration with designers: project manager vs product manager

When it comes to design, both product and project managers can be involved in managing the design team. However, the way both of them collaborate with designers is different.

Project managers define and manage the scope of tasks, organize efficient team collaboration, making sure that everyone is aware of their responsibilities and keep an eye on the team’s progress and deadlines. They help designers to estimate the timelines and set milestones for the team. With a project manager in the team, the workflow becomes more structured and often more efficient, everyone is on the same page and the project manager is the rockstar in this case. 

Product managers work with designers differently, they are more like chief operating officers for the product and their job is to align everyone with product goals. Their collaboration with designers is essential for the product's success, since the design team will create the product’s look and feel. That’s why product managers share the vision and make strategic design decisions together with the designers. Product managers prioritize work for designers and help them to see the bigger picture. With the product manager in the team designers feel more motivated and have a better understanding of the products they work on.

But when it comes to the question of who is more important - product or project managers - we can't just point at one side and say "Those are not needed". From our experience, both roles are irreplaceable and Eleken designers enjoy working with both project and product managers!    


I’m sure that by this point you have a solid understanding of the two roles and see that they are not the same and can't be neglected. In fact, both roles complement each other.
Project and product management together is a bit like… running a farm.

A product manager keeps in touch with the market and potential customers to understand what is in demand. Based on that decides what vegetables to plant, then ensures that farm workers know what is their end goal and everything goes according to the plan. 

Image source: APKFab

A project manager gets instruction from the product manager about what they want to produce for the autumn and takes care of delivering that: calculates the budget to buy seeds and pay workers, then manages workers to plant and harvest the best quality vegetables in time.

Project managers and product managers work closely with each other along with other members of their department to coordinate tasks so that all parties are working towards one goal: releasing an effective solution that matches clients' expectations. 

If you are now motivated and want to learn more, we have a great article on how to become a product manager.

SaaS business
min read

10 Principles of Great Product Vision to Guide Your Product Team

Have you ever wondered how to create a product vision that doesn't look like a cheap motivational poster but actually makes sense? Then, this article is just for you.

For years, we at Eleken have been creating UI/UX design for different kinds of SaaS companies, from startups to the ones that have been on the market for a long time. And one thing that we've learned is that product vision affects many aspects, including design. That’s why you should be thoughtful about creating it: an impactiful vision should be based on strict principles.

What is a product vision?

What is product vision? The future that we aim to create. What it is NOT - strategy, product spec, mission

The simplest explanation of product vision is that vision states the future that we aim to create. It reveals the purpose of your product, and the why behind it.

What product vision is NOT

A strategy

Strategy explains concretely the milestones that lie on the way to fulfilling product vision.

A product specification

While product vision is more abstract, specification tells in detail the tech requirements of the future product.

A mission statement

Mission is more abstract than product vision. “Making the world a safer place” is a mission, while “providing a safe and reliable opportunity for students to find accommodation” is a product vision.

3 signs of a good product vision

If you already have a raw version of product vision, I recommend checking it against these three criteria to see if it needs some improvement.

1. Easy to communicate and understand

The downside of inspirational phrases is that they can easily get too abstract and ambiguous. A good product vision is something that all team members understand in the same way.

To avoid the “curse of knowledge”, show the vision statement to a person outside of the team and ask how they understand it. If it coincides with what you think, the criteria are met.

2. Aligned with company goals

One can argue that the company goals are what must be aligned with product vision, but it doesn’t change much. In fact, the two must be coherent. That’s why “making the world a better place” is typically not a good mission statement.

This rule is a good reminder that a product vision must not just repeat the current company goal. If you are developing a fitness tracker app, for instance, the vision shouldn’t be “to create a great fitness tracker”. You can’t argue with this statement, true, but is it helpful..?

3. Open to changes

Many professionals would advise having a stable product vision, but we could argue with this position. Even the constitution changes sometimes, and so does the product vision. Sticking to the same no matter what means you assume you can never make a mistake. However, as the product goes through different stages of evolution, the vision must evolve, too.

Product vision must be reviewed from time to time (once every 3 to 5 years) to align it with the product development process. Strategic planning sessions are a good moment for that.

This is what makes a good product vision. Now, let’s see how to create one.

10 principles of great product vision

This is not a step-to-step guide, but rather a list of rules. Additionally, I suggest you get acquainted with the 10 principles of great product vision from Marty Cagan, author of Inspired: How to Create Tech Products Customers Love

  1. Start with why

There is a book written by Simon Sinek, whose title summarizes its plot. It tells how you should focus not on what you are doing, but on why you do it. Finding the why requires asking yourself many questions to get to the essence of the product.

  1. Focus on the problem, not on the solution

Marty Cagan uses “falling in love” here, but “focus” is quite enough. Why is it so important to think of a problem before anything else? When you are obsessed with the solution, you risk sticking to it even when it has proven to not be working. It’s like riding a dead horse.

To find the best solution, you need the courage to accept the fact that some of your ideas don’t work and abandon them. That’s why you shouldn’t be too much in love with your solution.

  1. Don’t be afraid to think big with your vision

Product vision is not a KPI. If the vision doesn’t come true in five years, it doesn’t mean that you failed. If you got a few steps closer to the vision, consider it a success.

That’s why one shouldn’t try to make vision “realistic”. If it is realistic, good, if it is a big dream, that’s fine, too.

  1. Don’t be afraid to disrupt yourself

(Or your competitors will, says Cagan). Again, it means not sticking to one solution, and leaving some room for experiments and innovations. Many successful companies create new products that compete with their own, and that’s what helps them keep up with the competitors.

  1. The product vision needs to inspire
If product vision doesn't look good on an inspirational picture, it's not a good one

It’s a joke, but only partially. The mission statement should be something that makes employees feel that their work has a greater purpose. Let’s face it, the product team’s work has many boring tasks that can decrease motivation. A vision statement must remind people what they are working for.

When a prospective employee is invited to a job interview, they see the mission statement and can immediately feel if it resonates with their values. That way, the company will get a motivated team united by something more than corporate parties.

  1. Determine and embrace relevant and meaningful trends

Even though each product has its own unique way, they all exist in a certain time and place. Success often depends on how well the product is adapted to the environment, and how it fits with the current trends. Being aware of what’s happening around is important to create an app that is well perceived by the public.

  1. Consider how things will change in the future

Or, as Marty Cagan wrote, “skate to where the puck is heading, not to where it was”. If you’re not fond of hockey references like myself, just keep in mind that the product vision is all about the future, but the world around will be different from what it is now.

Consider the trends around and try to place that vision in the world that is yet to come. Don’t worry if you can't guess in the years to come: remember, no one in 2019 could guess what turn the following year would take.

  1. Be stubborn on your vision, but flexible on the details

In other words, you can change some things, but don’t change the main idea. The rule is taken from the words of Jeff Bezos, so it’s safe to say it is more relevant to big companies. 

If you are at the beginning of your way, being flexible is natural. On the contrary, big companies are afraid to change their fundamentals, such as vision. This rule has to remind them that it’s OK to be flexible when it comes to details.

  1. Realize that any product vision is a leap of faith

Nobody knows if you will fulfill your vision and whether your vision is even good. We can judge in retrospect, but when you start formulating the vision, there is no objective measure to qualify it as good or not.

Even though we give a big piece of advice here, and even provide a product vision template, you have to be aware that it is a rather subjective matter. In the end, how well it resonates with the team will be one of the most important criteria.

  1. Evangelize continuously and relentlessly

The product vision should be communicated well. It’s often said that product vision is a “North Star” of the product. But to guide the team, it has to be visible. A common mistake is to leave it on the board after the strategic session and never get back. Don’t do that, get the most out of your product vision.

What is an example of a product vision?

In general, companies prefer sharing their mission publicly on their website, while the vision is not always that visible. Here is an example from one of our clients for whom we provided redesign services.

Gridle. Our vision is to make small businesses more efficient at managing clients

Gridle is a CRM platform that helps businesses store client information and manage sales. When they came to us for a redesign, they presented the product vision that became the North star for our designers just like it is for all their team.

This vision is short and concise. It focuses clearly on the target audience – small businesses – instead of claiming that they want to make the world a better place. It inspires employees, reminding them that their work helps small businesses owners. It also spoke to Eleken designers, since good UX design is something that can work processes more efficiently.

The result was the design that helps to automate working processes and make them as easy and fast as possible. To learn the details, read the full case study.

To sum up

Product vision principles are numerous, but to make a quick summary, here are the most important rules that will help you create an awesome product vision:

  • Dare to dream big and think of something that inspires you and the rest of the team
  • Start with why you’re doing this and what problem you want to solve
  • Always remain flexible and open to experiments

Ready to create a product vision? Check out the product vision templates!

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