Talk and discussion at uxcamp Europe ux (un)conference in Berlin. Looking at examples of Microfeedback such as micro surveys around the web and a little case study from our own webapp: Brandwatch Analytics.

1. Micro Feedback / Maximum Insight?
Let’s look at examples and share experiences
UXcamp Europe 2015
#uxce15
Julius Dietz | brandwatch.com | @juliusdietz

2. (Started on
the train to #uxce15)

5. About me

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

7. 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?

8. Microfeedback
What is it?

9. “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

10. Microfeedback
Where does it fit?

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

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

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

14. Surveys
...zoom in

15. 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

16. Problem / Out of context

17. Vague memories

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

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

20. Credit: Sarah Doody, post on Microfeedback

21. To the rescue...

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

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

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

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

26. Out in the wild

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

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

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

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

31. Example / Classic: helpful page?

32. Example / Classic: helpful page?

33. Example / Classic: helpful page?

34. Example / Classic: helpful page?

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

37. Example / SMS rating FTW

38. How we did it
(v1)

39. Brandwatch Query Builder / New Version

41. SAVE...

43. Brandwatch Query Builder / New Version

44. Brandwatch Query Builder / New Version

45. 3 Minute Survey / Let’s see what we really need

46. 3 Minute Survey / That’s better!

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

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

50. How did it go?

51. Rated vs Full Survey
The obligatory stats

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

53. A third of users fed back vs closing
The obligatory stats

54. Both actions, one click…

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

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

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

58. 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.

59. 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.

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

61. Thanks / for a lively engaging #uxce15 audience :)

62. Sketch Notes
thanks @mge_de
and @filtercake!

63. In Summary / Sketchnote
@mge_de

64. @filtercake