Azure innovation guide: Prepare for customer feedback

Prepare for customer feedback

User adoption, engagement, and retention are key to successful innovation. Why?

Building an innovative new solution isn't about giving users what they want or think they want. It's about the formulation of a hypothesis that can be tested and improved upon. That testing comes in two forms:

  • Quantitative (testing feedback): This feedback measures the actions we hope to see.
  • Qualitative (customer feedback): This feedback tells us what those metrics mean in the customer's voice.

Before you integrate feedback loops, you need to have a shared repository for your solution. A centralized repo will provide a way to record and act on all the feedback coming in about your project. GitHub is the home for open source software. It's also one of the most commonly used platforms for hosting source code repositories for commercially developed apps. The article on building GitHub repositories can help you get started with your repo.

Each of the following tools in Azure integrates with (or is compatible with) projects hosted in GitHub:

Application Insights is a monitoring tool that provides near-real-time quantitative feedback on the usage of your application. This feedback can help you test and validate your current hypothesis to shape the next feature or user story in your backlog.


To view quantitative data on your applications:

  1. Go to Application Insights.
    • If your application doesn't appear in the list, select Add and follow the prompts to start configuring Application Insights.
    • If the desired app is in the list, select the application.
  2. The Overview pane includes some statistics on the application. Select Application Dashboard to build a custom dashboard for data that's more relevant to your hypothesis.

To view the data about your apps, go to the Azure portal.

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