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