microfeedback - ux camp switzerland
TRANSCRIPT
Microfeedback / Maximum Insight?Let’s look at examples and share experiences
UX Camp Switzerland #uxcampch 2016
Julius Dietz | brandwatch.com | @juliusdietz
UX Camp Europe & UX Camp HH...
… & UX Camp CH :)
Julius Dietz@juliusdietz
VP Engineering – UXat Brandwatch (@brandwatch)
About me
MicrofeedbackWhat is it?
“Microfeedback is little bits of information collected from customers at specific trigger points in your product’s experience. The goal … is to get definitive feedback about key interactions with or outcomes from your product.”Sarah Doody inGet Better Qualitative Data ... With Microfeedback
What is Microfeedback
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/
InterviewsUsability TestsContextual InquiriesSurveys & loads more...
Feedback & Input / Mechanisms
Surveys...zoom in
When do you send out surveys?
Before launch (learn about user)
Surveys / A closer look
When do you send out surveys?
Before launch (learn about user)
After launch (quite some time)(learn about happiness, get feedback)
Surveys / A closer look
Problem / Out of context
Vague memories
Lost valuable time to react.
Building the next thing?
Also...
You want to learn about several aspects of your product
And Finally…
Credit: Sarah Doody, post on Microfeedback
To the rescue...
Micro FeedbackE.g. Micro Surveys
To the rescue...
Fresh Emotionally engaged
What’s good about this?
1.More accurate feedback2.Higher willingness to participate
Leads to
1.More accurate feedback2.Higher willingness to participate
Less effort for users more reliable insights for you
Leads to
WIN WIN
Out in the wild
Example / (Automated) Email
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
Example / (Automated) Email 2
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
Example / On-site overlay with text field
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
Example / Classic: newsletter unsubscribe
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / Classic: helpful page?
Example / How can we make it better?
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
Example / SMS rating FTW
Example / Wednesday night...
Example / Thursday night...
Example / Teasing ;)
Example / Teasing ;)
UX Camp CH / Sticky notes feedback at the door
How we did it(v1)
Brandwatch Query Builder / New Version
SAVE...
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:
Promoters DetractorsLittle Detail 2:
How did it go?
Apr-June
Shown to 2151 users782 users fed back / 902 closed
36% response rate
The obligatory stats
Nearly half the interactions were feedback rather than closing
The obligatory stats
Both actions, one click…
Both actions, one click…
… though of course a bit more mental effort to rate.
Rated vs Full SurveyThe obligatory stats
Rated vs Full Survey
1 in 5 users → Full Survey1 in 20 users → completedNPS score of ca 12
The obligatory stats
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 micro survey for another feature of the application.
We’ll try other tools like Intercom too and compare engagment rates.
Ahead / More campaigns, more tools
Check out Sarah Doody’s blog posts on Microfeedback.→ kick started my interest → her ideas and examples helped with this talk a lot→ (also sign up to Sarah’s weekly UX newsletter!)
Further Reading
More examples also in Markus Pirker’s microfeedback post on userbrain.net.
Thanks!@juliusdietzBrandwatch
Q&A / Discussion: yourMicrofeedbackexperiences!
Sketch Notes
thanks @mge_de and @filtercake!
