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)

About me

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

Vague memories

Lost valuable time to react.

Building the next thing?

Also...

You want to learn about several aspects of your product

And Finally…

To the rescue...

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

Out in the wild

Example / (Automated) Email

Example / 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

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:

How did it go?

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

@filtercake