Continuous feedback in DevOps improves application release and deployment

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As digital technology continues to transform and the use of social networks continues to grow, user feedback on specific applications is crucial. Feedback today is almost immediate and can spread to multiple people in seconds. And it can be furious and unforgiving.

On the other hand, good feedback can increase both mind share and market share for your organization, directly impacting your corporate image.

With the advent of agile development, design thinking and DevOps, teams have a clear approach to provide new application releases directly to lines of business. Several times I have seen teams developing apps in an agile way—integrating more, testing more, delivering and deploying more—but in the end the user outcome and satisfaction was not optimal.

This is why continuous feedback is fundamental when it comes to continuous delivery in DevOps. An application delivered faster with weekly releases and with higher quality does not guarantee business outcomes nor user satisfaction.

Continuous feedback is essential to application release and deployment because it evaluates the effect of each release on the user experience and then reports that evaluation back to the DevOps team to improve future releases.

This feedback can be gathered through two methods: structured and unstructured. The structured method is applied through surveys, questionnaires and focus groups. However unstructured feedback, which is delivered through Twitter, Facebook, etc., is often neglected.

In the mobile app space, it’s even worse because the feedback comes so quickly. : “When someone leaves a negative review in the app store, it scars your app for life. You can’t respond to it, and you can’t learn more about the problem in order to fix it quickly.”

For example, a few days ago I was looking for a “to-do list” mobile app in the Apple Store and on Google Play. I found several different options. Which one do you think that I installed?

The one with higher rating.


Within a continuous feedback approach, it is fundamental to relate a set of feedback to one specific release. Continuous testing is performed against one release. Continuous feedback is provided regarding one release.

For example, a Canadian bank wanted to enhance its customers’ mobile experience. Using a continuous feedback and DevOps approach, the bank cut implementation time for a new customer service mobile app by between 90% and 95%, allowing it to quickly address customer needs.


Continuous feedback best practice is one of many updates in the newly released second edition of the Application Release and Deployment for Dummies eBook. I recommend you to get the book today to learn how continuous feedback can improve your software delivery method and speed your time to market.

Follow me on Twitter at @wagnerarnaut.

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