5. Insights: Understand what your users need

Aneta Ziegenfuss
Written by Aneta Ziegenfuss

It's no small challenge to manage the flood of incoming product ideas, requests, and feedback from colleagues and customers...

  • User interviews
  • Feature request emails
  • Support tickets from Intercom, Zendesk, etc...
  • Feature request forums
  • Win/loss analysis
  • Feedback from white-glove customers

That's why we built the Insights board, a central repository for all your ideas, requests, and feedback from colleagues and customers.


Here you can identify interesting insights and link them directly to related feature ideas.


Doing so means you'll be able to use the user impact score on the Features board to see which features would address the most pressing user needs. You'll also be able to see everyone who requested each feature, exactly what they said, and how important it is to them.


Learn how in 3 minutes... πŸŽ₯


Connect user feedback to feature ideas

The Insights board is the home for all your incoming research and user feedback, no matter who submits it: product managers, support, sales, marketing, or someone else.


Productboard lets you capture the most important part of each piece of user input and categorize it for easy retrieval down the road.


Consider the typical note that's added to the Insights board:

  • Notes from a customer call
  • Email containing feature requests
  • Support ticket with implications for the product team

There's a lot of information there, but each note contains just a few golden nuggets. Highlight these insights and link them to related feature ideas to put them to use during feature prioritization.


You can also link insights to high-level components if they relate to some broad topic that you don't have any feature ideas for yet. Or link insights to subfeatures if they relate to a specific aspect of some feature idea.



By linking insights in this way, you'll be able to see everyone who's ever requested each feature, what they said, and how important it is to them.


You can even navigate directly to the original note or source of the note (e.g. Intercom conversation). Just click on the note's title!


Use insights to figure out which features to build next

Linking user insights to features also automatically adds points to the user impact score, which you can use to sort and filter features on the Features board according to how well they address user needs.



Process notes to get to inbox zero



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.



Next steps

βœ… Add several new notes

Add some new notes to log several feature requests or pieces of user feedback you've heard recently.


βœ… Highlight an insight and link it to a related feature

Highlight the most important parts of the notes you've created and link them to one or more related feature ideas. Remember, you can create new features on the fly!


βœ… Review all integrations with customer touchpoints

See all the integrations Productboard offers with popular customer touchpoints like Zendesk and Intercom. Which will you set up right away? You can set up a new integration in minutes and begin consolidating user feedback in Productboard.


Watch our on-demand webinar!

Learn best practices around setting up integrations for consolidating feedback and workflows for collaboratively processing user insights. A member of team Productboard will explain key concepts, share tips, and answer all your questions so you feel prepared to hit the ground running.

πŸ‘‰ Watch "Getting Started with Insights" πŸ‘ˆ



That just about does it for our intro to the Insights board! Next we'll cover how to share your Roadmap with colleagues to earn buy-in for your plans.




See also

Related: Consolidate user inputs

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