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Microfeedback - UX Camp Switzerland

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Talk about Micro Feedback and it's virtues, including examples and a case study form us at Brandwatch.

I want to add a big thanks to Sarah Doodey and her work around microfeedback which was inspirational and very helpful for the examples. Check out her UX newsletter too :)

Published in: Design
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Microfeedback - UX Camp Switzerland

  1. 1. Microfeedback / Maximum Insight? Let’s look at examples and share experiences UX Camp Switzerland #uxcampch 2016 Julius Dietz | brandwatch.com | @juliusdietz
  2. 2. UX Camp Europe & UX Camp HH...
  3. 3. … & UX Camp CH :)
  4. 4. Julius Dietz @juliusdietz VP Engineering – UX at Brandwatch (@brandwatch) About me
  5. 5. Microfeedback What is it?
  6. 6. “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. 7. Microfeedback Where does it fit?
  8. 8. Design Process / Usually looks something like this... Source: http://www.meetpatrick.de/
  9. 9. Design Process / Feedback & Input Mechanisms Source: http://www.meetpatrick.de/
  10. 10. Interviews Usability Tests Contextual Inquiries Surveys & loads more... Feedback & Input / Mechanisms
  11. 11. Surveys ...zoom in
  12. 12. When do you send out surveys? Before launch (learn about user) Surveys / A closer look
  13. 13. 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
  14. 14. Problem / Out of context
  15. 15. Vague memories
  16. 16. Lost valuable time to react. Building the next thing? Also...
  17. 17. You want to learn about several aspects of your product And Finally…
  18. 18. Credit: Sarah Doody, post on Microfeedback
  19. 19. To the rescue...
  20. 20. Micro Feedback E.g. Micro Surveys To the rescue...
  21. 21. Fresh Emotionally engaged What’s good about this?
  22. 22. 1.More accurate feedback 2.Higher willingness to participate Leads to
  23. 23. 1.More accurate feedback 2.Higher willingness to participate Less effort for users more reliable insights for you Leads to WIN WIN
  24. 24. Out in the wild
  25. 25. Example / (Automated) Email Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  26. 26. Example / (Automated) Email 2 Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  27. 27. Example / On-site overlay with text field Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  28. 28. Example / Classic: newsletter unsubscribe Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  29. 29. Example / Classic: helpful page?
  30. 30. Example / Classic: helpful page?
  31. 31. Example / Classic: helpful page?
  32. 32. Example / Classic: helpful page?
  33. 33. Example / How can we make it better? Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business
  34. 34. Example / SMS rating FTW
  35. 35. Example / Wednesday night...
  36. 36. Example / Thursday night...
  37. 37. Example / Teasing ;)
  38. 38. Example / Teasing ;)
  39. 39. UX Camp CH / Sticky notes feedback at the door
  40. 40. How we did it (v1)
  41. 41. Brandwatch Query Builder / New Version
  42. 42. SAVE...
  43. 43. Brandwatch Query Builder / New Version
  44. 44. Brandwatch Query Builder / New Version
  45. 45. 3 Minute Survey / Let’s see what we really need
  46. 46. 3 Minute Survey / That’s better!
  47. 47. Different messages for Promoters (9-10) Passives (7-8) Detractors (0-6) Little Detail:
  48. 48. Different messages for Promoters (9-10) Passives (7-8) Detractors (0-6) Little Detail:
  49. 49. Promoters Detractors Little Detail 2:
  50. 50. How did it go?
  51. 51. Apr-June Shown to 2151 users 782 users fed back / 902 closed 36% response rate The obligatory stats
  52. 52. Nearly half the interactions were feedback rather than closing The obligatory stats
  53. 53. Both actions, one click…
  54. 54. Both actions, one click… … though of course a bit more mental effort to rate.
  55. 55. Rated vs Full Survey The obligatory stats
  56. 56. Rated vs Full Survey 1 in 5 users → Full Survey 1 in 20 users → completed NPS score of ca 12 The obligatory stats
  57. 57. Enough quantitative feedback to have a benchmark Good qualitative answers to learn from Success!
  58. 58. Also… increased our pool of users to easily talk to in future for research Success! / Bonus
  59. 59. 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
  60. 60. 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.
  61. 61. Thanks! @juliusdietz Brandwatch Q&A / Discussion: your Microfeedback experiences!
  62. 62. Sketch Notes thanks @mge_de and @filtercake!
  63. 63. In Summary / Sketchnote Credit: @mge_de
  64. 64. Credit @filtercake
  65. 65. Credit @mk_it_easy

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