Abstract: Aspects include cross validation of user feedback in a dialog system. A repository of previous user feedback associated with a user interface is accessed. One or more identified features in the previous user feedback are classified. A sequence of cross-validation questions is generated in a dialog system to elicit further feedback from a current user of the user interface based on the one or more identified features and observed interactions of the current user with the user interface. Responses to the sequence of cross-validation questions are filtered to group the further feedback associated with the one or more identified features. One or more change suggestions to modify the user interface are stored based on the previous user feedback and the further feedback associated with the one or more identified features.