Today I saw an interesting tool. It’s called Feedbox and I saw it as I was waiting for our car to be fixed at the garage. It was placed in the waiting room and looked simple and friendly enough. It said: “Was the service quick and usefull?” Click the face that matches your feelings and you’re done. What a great little gadget, I thought. I’m sure they’ll get a lot of positive responses.
But then two things happened that completely changed the picture. First, as the minutes went by I got more and more pressured and agitated. I could see this was true for each and every one of the people waiting with me in that waiting room. It is an absolute fact. People in waiting rooms get impatient, pressured and generally annoyed. So, where should one vent – but off course – those smiley faces are just getting to me right now, here you go, service is bad bad bad.
Then the second thing happened. 20 minutes later I was called to the front desk where I received my keys back with a smile, everything fixed. Happy and cheerful I thought to myself, this wasn’t so bad after all and walked out happily, the Feedbox long forgotten. What was wrong with this picture? Easy. The Feedbox should have been placed at the front desk.
A contextual inquiry would be the right method to reveal this bias that was caused by the context in which people used the product. There is a pretty good chance the people from my garage will learn this soon enough…or they will be wondering why they are getting so much negative feedback.