Product Reaction Cards

Product Reaction Cards is a UX method that uses a set of cards with adjectives to help users describe their perception of a product or service.


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.

Suitable for

  • Testing information systems, online applications and websites; supplementing other testing methods, such as remote testing; getting more detailed feedback.


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.



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.


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.


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.


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.


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.


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.


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.


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.


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.

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