A Black Hole for Feedback
March 30th, 2009Last week I was called a “bit of a black hole for feedback – in the nicest possible way” by our acerbically humoured CTO Adrian Sutton. I’ve been working with Adrian for many years now, and I find his perspectives forthright and valuable and often they lead to some manner of introspection – hence this blog post.
Before I embark on a journey of introspection though I think some exposition is warranted. The “black hole” remark came up as Adrian and I were exchanging emails about how best to improve our ability to track the veritable mountain of feedback that we receive from staff, clients, prospective clients, business partners and many others. This has become an increasingly important issue as the company has expanded and we seek to move from product design with heuristics to formal systems and processes in order to better cope with our growth.
Ephox is now a global enterprise software company, with several major OEM partnerships, a large number of clients in the Fortune 1000 and offices on three continents. At the same time as this expansion has been happening we’re having an increasing number of conversations with our clients. Adrian, Michael Fromin (my US-based counterpart) and myself talk with clients at every opportunity to discover how Ephox can provide them with better solutions to their content creation problems. Hence the mountain of feedback.
And this feedback is important! As a product company Ephox lives and dies by its ability to deliver solutions that the market wants – request and feature management is a key part of this. In the very beginning we determined what functionality to implement by looking at similar applications to EditLive! in the desktop space. We outgrew this eventually EditLive! matured and the requirements of a specialty web-based editor diverged from that of the desktop one around EditLive! version 4.0. By that time our second feature management system was in place. It was called “the product manager with a spreadsheet”. This system worked surprisingly well, even if I do say so myself, and gave us the basis of what we use today. Today the system has evolved and both components have received some decent upgrades and is now called “the Director of Products with JIRA”. [For the record I am simplifying here, there are more people and systems involved in this…but that just doesn’t make for a good story, and it is still a good analogy.]
Overall, I think that Ephox does a great job of tracking user feedback. We get a great deal of feedback from all of the sources I’ve mentioned previously and all feature requests are tracked in detail, prioritized and reviewed during every release planning phase. Yes this is time consuming but it is absolutely worth it, and to be honest I for one take great satisfaction in knowing we’re delivering functionality that our customers want and need.
Unfortunately though, in certain cases this system is not coping. For what it’s worth JIRA does a fantastic job of tracking discrete issues. While it’s “clicky” user interface may drive me nuts some days (I hope someone from Atlassian’s reading this) for the most part it does its job very well. To Adrian’s point though I think it’s the other part of the system that’s currently not as effective as it used to be.
The problem lies with the high level feedback. Those things that aren’t exactly features or specific requests but things more along the lines of someone saying, “you know, I think EditLive! could do more for authoring for mobile browsers.” Right now, those ideas are on paper, mind maps and spreadsheets. They are then centralized and processed in my head…which is unfortunately not a globally available system with 99% uptime.
So, I think it’s time for Director of Products 2.0. So over the next few weeks I’m going to try and upgrade our feature management to be something more like “Product Management Team with JIRA and some web 2.0 collaborative applications.” I’ll keep you posted.
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