Talk and discussion at UX camp HH (UX un-conference in Hamburg). Looking at examples of Microfeedback such as micro surveys around the web and a little case study from our own platform: Brandwatch Analytics.

1. Microfeedback / Maximum Insight?
Let’s look at examples and share experiences
UX Camp Hamburg
#uxcamphh 2015
Julius Dietz | brandwatch.com | @juliusdietz

2. UX Camp Europe / #uxce15

3. Julius Dietz
@juliusdietz
VP Engineering Product (UX)
at Brandwatch (@brandwatch)
About me

4. Microfeedback
What is it?

5. “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 in
Get Better Qualitative Data ... With Microfeedback
What is Microfeedback

7. Microfeedback
Where does it fit?

8. Design Process / Usually looks something like this...
Source: http://www.meetpatrick.de/

9. Design Process / Feedback & Input Mechanisms
Source: http://www.meetpatrick.de/

10. Interviews
Usability Tests
Contextual Inquiries
Surveys
& loads more...
Feedback & Input / Mechanisms

11. Surveys
...zoom in

12. 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

13. Problem / Out of context

14. Vague memories

15. Lost valuable time to react.
Building the next thing?
Also...

16. You want to learn about several
aspects of your product
And Finally…

17. Credit: Sarah Doody, post on Microfeedback

18. To the rescue...

19. Micro Feedback
E.g. Micro Surveys
To the rescue...

20. Fresh
Emotionally engaged
What’s good about this?

21. 1.More accurate feedback
2.Higher willingness to participate
Leads to

22. 1.More accurate feedback
2.Higher willingness to participate
Less effort for users
more reliable insights for you
Leads to
WIN WIN

23. Out in the wild

24. Example / (Automated) Email
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

25. Example / (Automated) Email 2
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

26. Example / On-site overlay with text field
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

27. Example / Classic: newsletter unsubscribe
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

28. Example / Classic: helpful page?

29. Example / Classic: helpful page?

30. Example / Classic: helpful page?

31. Example / Classic: helpful page?

32. Example / How can we make it better?
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

34. Example / SMS rating FTW

35. Example / Wednesday night...

36. Example / Thursday night...

37. Example / Teasing ;)

38. Example / Teasing ;)

39. How we did it
(v1)

40. Brandwatch Query Builder / New Version

42. SAVE...

44. Brandwatch Query Builder / New Version

45. Brandwatch Query Builder / New Version

46. 3 Minute Survey / Let’s see what we really need

47. 3 Minute Survey / That’s better!

48. Different messages for
Promoters (9-10)
Passives (7-8)
Detractors (0-6)
Little Detail:

49. Different messages for
Promoters (9-10)
Passives (7-8)
Detractors (0-6)
Little Detail:

50. Promoters Detractors
Little Detail 2:

52. How did it go?

53. Apr-June
Shown to 2151 user
782 users fed back / 902 closed
36% response rate
The obligatory stats

54. Nearly half the interactions were
feedback rather than closing
The obligatory stats

55. Both actions, one click…

56. Both actions, one click…
… though of course a bit more mental
effort to rate.

57. Rated vs Full Survey
The obligatory stats

58. Rated vs Full Survey
1 in 5 users → Full Survey
1 in 20 users → completed
NPS score of ca 12
The obligatory stats

59. Enough quantitative
feedback to have a benchmark
Good qualitative
answers to learn from
Success!

60. Also… increased our pool of users to
easily talk to in future for research
Success! / Bonus

61. 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

62. Check out Sarah Doody’s
blog posts on
Microfeedback.
→ kick started my interest
→ her ideas and examples
influenced this talk & our work 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.

63. Thanks!
@juliusdietz
Brandwatch
Discussion: your
Microfeedback
experiences!

64. Sketch Notes
thanks @mge_de
and @filtercake!

65. In Summary / Sketchnote
Credit: @mge_de

66. Credit @filtercake