microfeedback ux camp hamburg

66
Microfeedback / Maximum Insight? Let’s look at examples and share experiences UX Camp Hamburg #uxcamphh 2015 Julius Dietz | brandwatch.com | @juliusdietz

Upload: julius-dietz

Post on 10-Feb-2017

687 views

Category:

Design


0 download

TRANSCRIPT

Page 1: Microfeedback   ux camp hamburg

Microfeedback / Maximum Insight?Let’s look at examples and share experiences

UX Camp Hamburg #uxcamphh 2015

Julius Dietz | brandwatch.com | @juliusdietz

Page 2: Microfeedback   ux camp hamburg

UX Camp Europe / #uxce15

Page 3: Microfeedback   ux camp hamburg

Julius Dietz@juliusdietz

VP Engineering Product (UX)at Brandwatch (@brandwatch)

About me

Page 4: Microfeedback   ux camp hamburg

MicrofeedbackWhat is it?

Page 5: Microfeedback   ux camp hamburg

“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 inGet Better Qualitative Data ... With Microfeedback

What is Microfeedback

Page 6: Microfeedback   ux camp hamburg
Page 7: Microfeedback   ux camp hamburg

MicrofeedbackWhere does it fit?

Page 8: Microfeedback   ux camp hamburg

Design Process / Usually looks something like this...

Source: http://www.meetpatrick.de/

Page 9: Microfeedback   ux camp hamburg

Design Process / Feedback & Input Mechanisms

Source: http://www.meetpatrick.de/

Page 10: Microfeedback   ux camp hamburg

InterviewsUsability TestsContextual InquiriesSurveys & loads more...

Feedback & Input / Mechanisms

Page 11: Microfeedback   ux camp hamburg

Surveys...zoom in

Page 12: Microfeedback   ux camp hamburg

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

Page 13: Microfeedback   ux camp hamburg

Problem / Out of context

Page 14: Microfeedback   ux camp hamburg

Vague memories

Page 15: Microfeedback   ux camp hamburg

Lost valuable time to react.

Building the next thing?

Also...

Page 16: Microfeedback   ux camp hamburg

You want to learn about several aspects of your product

And Finally…

Page 18: Microfeedback   ux camp hamburg

To the rescue...

Page 19: Microfeedback   ux camp hamburg

Micro FeedbackE.g. Micro Surveys

To the rescue...

Page 20: Microfeedback   ux camp hamburg

Fresh Emotionally engaged

What’s good about this?

Page 21: Microfeedback   ux camp hamburg

1.More accurate feedback2.Higher willingness to participate

Leads to

Page 22: Microfeedback   ux camp hamburg

1.More accurate feedback2.Higher willingness to participate

Less effort for users more reliable insights for you

Leads to

WIN WIN

Page 23: Microfeedback   ux camp hamburg

Out in the wild

Page 24: Microfeedback   ux camp hamburg

Example / (Automated) Email

Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

Page 25: Microfeedback   ux camp hamburg

Example / (Automated) Email 2

Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

Page 26: Microfeedback   ux camp hamburg

Example / On-site overlay with text field

Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

Page 27: Microfeedback   ux camp hamburg

Example / Classic: newsletter unsubscribe

Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

Page 28: Microfeedback   ux camp hamburg

Example / Classic: helpful page?

Page 29: Microfeedback   ux camp hamburg

Example / Classic: helpful page?

Page 30: Microfeedback   ux camp hamburg

Example / Classic: helpful page?

Page 31: Microfeedback   ux camp hamburg

Example / Classic: helpful page?

Page 32: Microfeedback   ux camp hamburg

Example / How can we make it better?

Source: https://userbrain.net/blog/how-to-integrate-continuous-micro-feedback-into-your-business

Page 33: Microfeedback   ux camp hamburg
Page 34: Microfeedback   ux camp hamburg

Example / SMS rating FTW

Page 35: Microfeedback   ux camp hamburg

Example / Wednesday night...

Page 36: Microfeedback   ux camp hamburg

Example / Thursday night...

Page 37: Microfeedback   ux camp hamburg

Example / Teasing ;)

Page 38: Microfeedback   ux camp hamburg

Example / Teasing ;)

Page 39: Microfeedback   ux camp hamburg

How we did it(v1)

Page 40: Microfeedback   ux camp hamburg

Brandwatch Query Builder / New Version

Page 41: Microfeedback   ux camp hamburg
Page 42: Microfeedback   ux camp hamburg

SAVE...

Page 43: Microfeedback   ux camp hamburg
Page 44: Microfeedback   ux camp hamburg

Brandwatch Query Builder / New Version

Page 45: Microfeedback   ux camp hamburg

Brandwatch Query Builder / New Version

Page 46: Microfeedback   ux camp hamburg

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

Page 47: Microfeedback   ux camp hamburg

3 Minute Survey / That’s better!

Page 48: Microfeedback   ux camp hamburg

Different messages for

Promoters (9-10)Passives (7-8)Detractors (0-6)

Little Detail:

Page 49: Microfeedback   ux camp hamburg

Different messages for

Promoters (9-10)Passives (7-8)Detractors (0-6)

Little Detail:

Page 50: Microfeedback   ux camp hamburg

Promoters DetractorsLittle Detail 2:

Page 51: Microfeedback   ux camp hamburg
Page 52: Microfeedback   ux camp hamburg

How did it go?

Page 53: Microfeedback   ux camp hamburg

Apr-June

Shown to 2151 user782 users fed back / 902 closed

36% response rate

The obligatory stats

Page 54: Microfeedback   ux camp hamburg

Nearly half the interactions were feedback rather than closing

The obligatory stats

Page 55: Microfeedback   ux camp hamburg

Both actions, one click…

Page 56: Microfeedback   ux camp hamburg

Both actions, one click…

… though of course a bit more mental effort to rate.

Page 57: Microfeedback   ux camp hamburg

Rated vs Full SurveyThe obligatory stats

Page 58: Microfeedback   ux camp hamburg

Rated vs Full Survey

1 in 5 users → Full Survey1 in 20 users → completedNPS score of ca 12

The obligatory stats

Page 59: Microfeedback   ux camp hamburg

Enough quantitative feedback to have a benchmark

Good qualitative answers to learn from

Success!

Page 60: Microfeedback   ux camp hamburg

Also… increased our pool of users to easily talk to in future for research

Success! / Bonus

Page 61: Microfeedback   ux camp hamburg

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

Page 62: Microfeedback   ux camp hamburg

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.

Page 63: Microfeedback   ux camp hamburg

Thanks!@juliusdietzBrandwatch

Discussion: yourMicrofeedbackexperiences!

Page 64: Microfeedback   ux camp hamburg

Sketch Notes

thanks @mge_de and @filtercake!

Page 65: Microfeedback   ux camp hamburg

In Summary / Sketchnote

Credit: @mge_de