microfeedback - ux camp switzerland

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!

In Summary / Sketchnote

Credit: @mge_de

Credit @filtercake

Credit @mk_it_easy