Micro Feedback / Maximum Insight?Let’s look at examples and share experiences
UXcamp Europe 2015 #uxce15
Julius Dietz | brandwatch.com | @juliusdietz
(Started onthe train to #uxce15)
Julius Dietz@juliusdietz
VP Engineering Product (UX)at Brandwatch (@brandwatch)
About me
Leading Social Media Analytics company. SaaS app.
Hiring… UX Designer / Berlin
Product Manager / Stuttgart & Berlin
Java dev / Stuttgart
Offices in UK, US, DE, Singapore soon
Brandwatch?
MicrofeedbackWhere does it fit?
Design Process / Usually looks something like this...
Source: http://www.meetpatrick.de/
Design Process / Feedback & Input Mechanisms
Source: http://www.meetpatrick.de/
Interviews
Usability Tests
Contextual Inquiries
Surveys
& loads more...
Feedback & Input / Mechanisms
Surveys...zoom in
When do you send out surveys?
Before launch (learn about user)
After launch (quite some time)(learn about happiness, get feedback)
Feedback Mechanisms / A closer look
Problem / Out of context
Lost valuable time to react.
Building the next thing?
Also...
You want to learn about several aspects of your product
And Finally…
Micro FeedbackE.g. Micro Surveys
To the rescue...
Fresh
Emotionally engaged
What’s good about this?
1.More accurate feedback
2.Higher willingness to participate
Leads to
1.More accurate feedback
2.Higher willingness to participate
Less effort for users
more reliable insights for you
Leads to
WIN WIN
Example / (Automated) Email
Example / On-site overlay with text field
Example / Classic: newsletter unsubscribe
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / How can we make it better?
Example / SMS rating FTW
How we did it(v1)
Brandwatch Query Builder / New Version
Brandwatch Query Builder / New Version
Brandwatch Query Builder / New Version
3 Minute Survey / Let’s see what we really need
3 Minute Survey / That’s better!
Different messages for
Promoters (9-10)
Passives (7-8)
Detractors (0-6)
Little Detail:
Different messages for
Promoters (9-10)
Passives (7-8)
Detractors (0-6)
Little Detail:
Rated vs Full Survey
The obligatory stats
Rated vs Full Survey
1 in 5 users → Full Survey
NPS score of ca 12
The obligatory stats
A third of users fed back vs closing
The obligatory stats
Both actions, one click…
Both actions, one click…
… though of course a bit more mental effort to rate.
Enough quantitative feedback to have a benchmark
Good qualitative answers to learn from
Success!
Also… increased our pool of users to easily talk to in future for research
Success! / Bonus
We’ve started another campaign using the same mechanism for another feature of the application.
We’ll try other tools like Intercom too and compare engagment rates.
Thanks!@juliusdietzBrandwatch
Discussion: yourMicrofeedbackexperiences!
Thanks / for a lively engaging #uxce15 audience :)
Sketch Notes
thanks @mge_de and @filtercake!
In Summary / Sketchnote
@mge_de