Users of software and services will always respond to change with mixed reaction. This is a reality that creators of interactive products always do or at least should expect. As brands work hard to innovate a product, some ideas bring improvement while others may not. Good or bad, user feedback is almost always helpful. By helpful I simply mean to include enough context that it can inform future iteration & progress. Lets face it… a simple “I love it – I hate it” does not reveal enough to build upon or respond to.