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How negative feedback leads to better UX

Before a brand or business launches a new product or idea, it undergoes a long process to get approved. There's always room for negotiation, but you have to get feedback and be open to altering plans accordingly with your team.

UX design and analysis

Last updated

29 Nov 2021

The feedback you receive—especially negative feedback—can play a vital role in revamping and enhancing your brand and your product’s user experience (UX).

I’m Saskia from Mojomox, an online logo maker that allows you to create high-quality, personalized wordmarks and color palettes for your brand. In this article, I’ll share the importance of channeling negative feedback to enhance UX and keep your team’s morale strong.

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2 types of feedback: negative and positive

There are two types of feedback: negative feedback—sometimes known as redirecting feedback—and positive feedback—aka reinforcing feedback

Reinforcing or positive feedback ensures and approves a specific game plan. With negative or redirecting feedback, businesses can alter their ideas and improve on them instead of taking offense. 

Redirecting feedback must be accepted as constructive criticism and be used to generate a better output or improve your product. 

Negative feedback is important to enhance UX

Identifying challenges through feedback in the initial stages of a project can work wonders: it highlights the need to have a strong, close-knit team with confidence and trust in each other and your product. If criticism is taken constructively and positively, you can turn it into a wonderful learning experience.

When you receive feedback that highlights flaws or improvements needed on a project, improving the overall design process becomes much more manageable.

When team members are on the same page on how to execute a plan, you can clarify expectations. For a team that suggests better ideas through negative feedback, feedback becomes a source of inspiration

Sometimes, it might be a case of having one member who has more experience with a particular group of customers, so they can suggest great ideas for an interactive and creative UX for that customer segment. 

When each product is targeted at particular groups of customers, each member pitches in to share their ideas and insight. It proves to be quite helpful when each member can help out with the challenges and expectations of their users, and what they look forward to in the product. Such attention to detail can enhance UX unlike anything. 

What makes negative feedback crucial to a business?

Statistics show that about 88% of users do not return to a product or website after a single bad experience. And about 40% of these wouldn't even wait for a website to load beyond 4 seconds. This tells us that companies need to give attention to UX feedback and make amendments accordingly. 

Any negative feedback about a brand or product spreads quickly to the public. Innovative businesses make the best of bad media and make changes to their product to create customer delight, get back in a positive image, and show that they are flexible with change. 

The way a business behaves in the face of criticism and how they take negative feedback makes all the difference. If a company makes a constructive plan to get back into the good books of the general public and target customers, they can turn events in their favor. 

Brands enhancing their UX through negative feedback

Once brands have collected negative feedback, they must categorize areas that need special attention and divide the tasks amongst the team. UX complaints and internal suggestions from the team can help make a difference and must not be taken lightly: businesses that don't pay heed to how the public reacts to their brand are not taken seriously in the long run. 

Bugs and technical problems on a brand’s website should be addressed immediately: it is essential to have a quick glitch-free web page, and every brand with an online presence must have a fast-loading page. Any small technical problem can drive away customers and prospective clients.

Having a business is not just about creating a logo and letting it run itself. There must always be constant improvement. A business must always be focused on fixing bugs and issues identified by customers, improving your product, and being on the lookout for technical problems. 


Negative feedback can be a business's greatest asset or its most significant liability. The way you accept and respond to negative feedback will determine the fate and strength of your product and team.

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