Link user feedback to related feature ideas using insights

Kristina Docheva
Written by Kristina Docheva


Whenever you receive user feedback about your product - whether in an email, a support ticket, a phone call, research notes, or some other form - Productboard allows you to capture the most important takeaway from that feedback and link it to a relevant feature idea. When you identify the most relevant takeaway and link it to a feature, we call that link an insight.


Linking feedback to feature ideas allows you to:

  • create a user impact score to identify your highest priority customer needs
  • consolidate feedback about an idea in a single place
  • identify which users requested a given feature idea

In this article:

How to link a piece of feedback to a feature idea


  1. Click the inbox tray icon to navigate to the Insights board.
  2. Click the blue + button to create a new note.


  1. Give your note a title.
  2. If you know it, add the associated company and/or user. (See more about adding companies into Productboard here.)
  3. Add any relevant tags. We have suggested tag ideas below.
  4. Copy-paste the user feedback. Productboard supports rich text.
  5. To add an inline image into a note, simply drag and drop the image into your note. Alternatively, you can also copy-paste the image or copy-paste the URL for an image into your note. (Make sure to include the entire image URL, beginning with https://...)
Note: Productboard supports jpg, jpeg, png, gif and bmp image types. Drag-and-drop images is not currently supported in Safari.


Now for the fun part: time to create an insight!

  1. Select the most relevant text or images.
  2. Click the highlighter icon which appears.
  3. Search for the relevant feature idea. Select a feature from your product hierarchy, or create a new feature idea.
  4. Identify the importance of this feature to this particular user or company. Was this a nice-to-have (+1) or a dealbreaker (+3)?
  5. Once you've selected the importance level, you've successfully created an insight! 🎉

We'll always show a list of recently linked features, in case you're processing a batch of related notes. If you're on a Scale or Enterprise plan, we'll use machine learning to offer smart suggestions as well.

Sometimes it's clear what a user needs but you just don't have a feature idea for it yet. You can create a new feature right from the linking popup by typing its name and then selecting [+] ... (new).


Or, from the linking popup, use the [+] icon to add a feature or subfeature somewhere in the product hierarchy:



Note: You can link a note to multiple feature ideas, and you can link the same highlighted text or image to multiple feature ideas!


Smart feature suggestions

✨ Scale or Enterprise plans: Once you've linked a significant number of notes to features, Productboard will offer smart feature suggestions powered by machine learning. We'll highlight the most relevant features so you can save time and process notes more efficiently.


In order to see smart feature suggestions:

  • The note must be written in English
  • The note must contain at least 5 words (excluding stopwords like "and", "or", "they" etc)
  • Suggestions can only include features which are linked to at least one note.
  • Suggestions for manual notes can take up to one day to appear after the note is created.


How to process a note


Once you've finished linking your note to any relevant feature ideas, you're not quite done!

When you're done categorizing a new note, mark it processed so you and your colleagues will know it's been reviewed. Doing so moves the note out of Unprocessed. (You'll still be able to find it in All notes.)


That way everyone can focus on the new notes arriving that have not yet been reviewed.

  1. Leave a comment about the note, or @-mention a colleague to draw their attention.
  2. Click Process to remove the note from Unprocessed.
Tip: Don't forget to process your notes when you're finished with them! 📭

Who should process a note?

When you come across a note your colleague should process, assign them ownership so it shows up in their Assigned to me. You can also claim ownership of notes that you will be processing in the same way.

  • Notes with an owner will still appear in Unprocessed until processed.
  • Once processed, notes will no longer appear in Unprocessed or Assigned to me.

How to process notes in bulk


You can select a range of notes by holding shift or selecting the checkboxes beside their name. In the notes sidebar, you can then use the following bulk operations:

  • (Un)process
  • Archive
  • Delete
  • (Un)assign owner
  • Add followers
  • Tag
  • Update Users/Companies

Once you're done, just deselect all the updated notes.


How to link a piece of feedback to a broader idea

Sometimes a new user insight rocks your world. It's something totally new and you don't have any related feature idea for it yet. We recommend linking these ideas to components higher up in your outline. (For that reason, our team uses components to represent high-level user needs.) Later, you can look for trends across all of the insights linked to those components and re-link them to new feature ideas beneath.


How to organize your insights with tags

In addition to linking insights to related feature ideas, you can also tag them. Tags on individual insights work similarly to tags on entire notes.


Tags are best used to help you retrieve certain sets of notes (e.g. User-Research-Jan-2018) or help product managers find the notes they should be processing (e.g. Product area A).


Here are a few popular ways to use tags:

  • [<product>] – tag by product or product area to help get the right feedback to the right people for processing.
  • love ❤️ — save positive feedback and compliments from users that product managers and marketers can return to later when looking for customer references & testimonials
  • performance 🛠 — track performance complaints to help PMs, architects, and engineers identify sluggish areas of the product
  • pricing 💰 — identify areas of confusion; log feedback that indicates pricing is too high/low
  • churn-alert 🚨 — track feedback from customers who are struggling with the product to help customer success plan interventions and inform product prioritization
  • loss-analysis 🙈 — track feedback from prospects who decided not to become customers to inform prioritization and product marketing decisions
  • [competitor-name] 🏆 — track users’ comments on other products in your space to inform competitive research and product positioning

How to review insights for a feature

Once you've highlighted an insight and linked it to a feature, component, or subfeature, you'll see that reflected on the Features board!


In a feature's details, you can see all of the user insights you've linked to it:



You can also submit new insights about a particular feature from its details pane:



These will appear on your Insights board but pre-linked to the entity they relate to.


How to use insights to generate a user impact score

Linking a snippet of user feedback to a feature idea creates a user impact score.


The user impact score represents the sum total of insights linked to a feature, weighted by importance:

  • +1 for unknown importance *
  • +1 for nice-to-have
  • +2 for important
  • + 3 for critical

Most user insights related to a feature are expressing a related need, so by default, any linked insights increase a feature's user impact score by +1.


You can find a feature's user impact score in its details pane, or by using the user impact score column on your Features board.


We go into this in greater detail here: Use the user impact score to surface your top-requested features.

See also

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