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Microfeedback / Maximum Insight?
Let’s look at examples and share experiences
UX Camp Hamburg
#uxcamphh 2015
Julius Dietz ...
UX Camp Europe / #uxce15
Julius Dietz
@juliusdietz
VP Engineering Product (UX)
at Brandwatch (@brandwatch)
About me
Microfeedback
What is it?
“Microfeedback is little bits of
information collected from customers
at specific trigger points in your
product’s experie...
Microfeedback
Where 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 ...
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 Feedback
E.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...
Out in the wild
Example / (Automated) Email
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-busine...
Example / (Automated) Email 2
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-busi...
Example / On-site overlay with text field
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-in...
Example / Classic: newsletter unsubscribe
Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-in...
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-yo...
Example / SMS rating FTW
Example / Wednesday night...
Example / Thursday night...
Example / Teasing ;)
Example / Teasing ;)
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 Detractors
Little Detail 2:
How did it go?
Apr-June
Shown to 2151 user
782 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 Survey
The obligatory stats
Rated vs Full Survey
1 in 5 users → Full Survey
1 in 20 users → completed
NPS 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 l...
Check out Sarah Doody’s
blog posts on
Microfeedback.
→ kick started my interest
→ her ideas and examples
influenced this t...
Thanks!
@juliusdietz
Brandwatch
Discussion: your
Microfeedback
experiences!
Sketch Notes
thanks @mge_de
and @filtercake!
In Summary / Sketchnote
Credit: @mge_de
Credit @filtercake
Microfeedback   ux camp hamburg
Microfeedback   ux camp hamburg
Microfeedback   ux camp hamburg
Microfeedback   ux camp hamburg
Microfeedback   ux camp hamburg
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Microfeedback ux camp hamburg

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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.

Published in: Design
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Microfeedback ux camp hamburg

  1. 1. Microfeedback / Maximum Insight? Let’s look at examples and share experiences UX Camp Hamburg #uxcamphh 2015 Julius Dietz | brandwatch.com | @juliusdietz
  2. 2. UX Camp Europe / #uxce15
  3. 3. Julius Dietz @juliusdietz VP Engineering Product (UX) at Brandwatch (@brandwatch) About me
  4. 4. Microfeedback What is it?
  5. 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
  6. 6. Microfeedback Where does it fit?
  7. 7. Design Process / Usually looks something like this... Source: http://www.meetpatrick.de/
  8. 8. Design Process / Feedback & Input Mechanisms Source: http://www.meetpatrick.de/
  9. 9. Interviews Usability Tests Contextual Inquiries Surveys & loads more... Feedback & Input / Mechanisms
  10. 10. Surveys ...zoom in
  11. 11. 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
  12. 12. Problem / Out of context
  13. 13. Vague memories
  14. 14. Lost valuable time to react. Building the next thing? Also...
  15. 15. You want to learn about several aspects of your product And Finally…
  16. 16. Credit: Sarah Doody, post on Microfeedback
  17. 17. To the rescue...
  18. 18. Micro Feedback E.g. Micro Surveys To the rescue...
  19. 19. Fresh Emotionally engaged What’s good about this?
  20. 20. 1.More accurate feedback 2.Higher willingness to participate Leads to
  21. 21. 1.More accurate feedback 2.Higher willingness to participate Less effort for users more reliable insights for you Leads to WIN WIN
  22. 22. Out in the wild
  23. 23. Example / (Automated) Email Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  24. 24. Example / (Automated) Email 2 Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  25. 25. Example / On-site overlay with text field Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  26. 26. Example / Classic: newsletter unsubscribe Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  27. 27. Example / Classic: helpful page?
  28. 28. Example / Classic: helpful page?
  29. 29. Example / Classic: helpful page?
  30. 30. Example / Classic: helpful page?
  31. 31. Example / How can we make it better? Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  32. 32. Example / SMS rating FTW
  33. 33. Example / Wednesday night...
  34. 34. Example / Thursday night...
  35. 35. Example / Teasing ;)
  36. 36. Example / Teasing ;)
  37. 37. How we did it (v1)
  38. 38. Brandwatch Query Builder / New Version
  39. 39. SAVE...
  40. 40. Brandwatch Query Builder / New Version
  41. 41. Brandwatch Query Builder / New Version
  42. 42. 3 Minute Survey / Let’s see what we really need
  43. 43. 3 Minute Survey / That’s better!
  44. 44. Different messages for Promoters (9-10) Passives (7-8) Detractors (0-6) Little Detail:
  45. 45. Different messages for Promoters (9-10) Passives (7-8) Detractors (0-6) Little Detail:
  46. 46. Promoters Detractors Little Detail 2:
  47. 47. How did it go?
  48. 48. Apr-June Shown to 2151 user 782 users fed back / 902 closed 36% response rate The obligatory stats
  49. 49. Nearly half the interactions were feedback rather than closing The obligatory stats
  50. 50. Both actions, one click…
  51. 51. Both actions, one click… … though of course a bit more mental effort to rate.
  52. 52. Rated vs Full Survey The obligatory stats
  53. 53. Rated vs Full Survey 1 in 5 users → Full Survey 1 in 20 users → completed NPS score of ca 12 The obligatory stats
  54. 54. Enough quantitative feedback to have a benchmark Good qualitative answers to learn from Success!
  55. 55. Also… increased our pool of users to easily talk to in future for research Success! / Bonus
  56. 56. 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
  57. 57. 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.
  58. 58. Thanks! @juliusdietz Brandwatch Discussion: your Microfeedback experiences!
  59. 59. Sketch Notes thanks @mge_de and @filtercake!
  60. 60. In Summary / Sketchnote Credit: @mge_de
  61. 61. Credit @filtercake

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