Testing Methods
Product Reaction Cards
Product Reaction Cards gives teams a repeatable mixed-methods research practice. It keeps everyone aligned around testing & validation by helping you gain insight into user perceptions of a product or service. Grounded in testing methods, the method turns insight into tangible next steps.
Goal
Testing & Validation
Group
Mixed-Methods Research
Users
Direct User Involvement
Overview
Product Reaction Cards are a user research tool that provides participants with a set of descriptive words to express their feelings and perceptions about a product or experience. By selecting and discussing specific words, users articulate their reactions, preferences, and expectations. Product Reaction Cards are used in usability testing, user experience design, and product evaluation, where understanding emotional responses and user perceptions guides design refinement and user satisfaction.
Step-by-Step Procedure
9 steps to complete
1
Prepare the Reaction Cards
Create a set of cards with adjectives or short phrases that describe various attributes and reactions one might have to a product or experience. These cards can include positive, neutral, or negative emotions or reactions, such as 'intuitive,' 'frustrating,' 'innovative,' 'boring,' etc. Prepare around 50-100 cards to ensure a diverse range of responses from users.
2
Select Participants
Choose a sample of users representing your target audience. These users should have engaged with the product or prototype under test. Aim for a diverse group of participants to better understand the range of reactions from various user personas.
3
Introduce the Exercise
Explain the purpose of the exercise and the Product Reaction Cards to the participants. Make sure they understand that they'll be selecting cards that best represent their feelings and reactions to the product.
4
Engage Participants with the Product
Allow the participants to fully engage with the product or prototype, ensuring they interact with its key elements and functionality. Give them ample time to develop an understanding of the product experience to accurately select reaction cards.
5
Participants Choose Reaction Cards
Ask the participants to choose 3-5 cards from the set that best describe their reactions to the product or experience. Encourage them to pick both positive and negative reactions to highlight strengths and pain points in the product.
6
Gather Feedback
Once participants have chosen their cards, encourage them to explain their choices. Ask them why they picked those particular cards, and identify any areas where there was consensus among participants. This will provide valuable context for further analysis.
7
Record and Analyze Results
Document the chosen cards and comments from participants, either through note-taking, audio, or visual recordings. Analyze the aggregated data to identify common themes or patterns across users' reactions.
8
Identify Actionable Insights
Based on the analysis, draw actionable insights on which aspects of the product need improvement and changes. This can help you create a roadmap for designing a better product experience or further validate the aspects working well already.
9
Share Findings with Stakeholders
Present your findings to the relevant stakeholders or project teams, outlining the key takeaways and suggestions based on the user reactions. Ensure that all insights are clearly communicated and actionable, allowing for informed decision making and improvements to the product.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Product Reaction Card Set
A comprehensive set of printed cards or digital cards representing various adjectives or phrases that users will utilize to express their feelings about the product's UX.
User Selection Criteria
A document outlining participant demographics, criteria for selection, the number of participants necessary, and any other relevant information on recruiting suitable test users.
Testing Environment Setup
Setting up the testing environment (either physical or digital) with all necessary equipment and proper testing conditions, ensuring a comfortable space for participants to engage with the product.
Testing Script
A written script with clear instructions on how to guide the participants during the test, which tasks they should perform, and what questions to ask to elicit their reactions to the product.
Consent Forms
Proper documentation to gain participant consent for the data collection process, ensuring compliance with ethical and legal requirements during the study.
Product Reaction Card Sorting Instructions
A written guideline explaining how participants should use the Product Reaction Cards during testing, and how they should choose and sort the cards to express their experience.
Data Collection Template
A pre-formatted document or digital file that allows researchers to document the participant's selected cards, feedback, and any additional comments or suggestions during the study.
User Testing Video Recordings
Recorded video and audio files of each participant's test session, capturing their interactions and moments of choosing product reaction cards, providing qualitative insights for analysis.
Data Analysis Report
A comprehensive document that highlights findings based on the collected data, including recurring patterns, trends, user behavior, and insights derived from combining the product reaction cards with other gathered feedback.
Recommendations & Next Steps
A document outlining the actionable improvements that can be made to the product based on the findings from the Product Reaction Cards study, and suggestions for further research or testing needed for refinement.
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