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 :)

1. Microfeedback / Maximum Insight?
Let’s look at examples and share experiences
UX Camp Switzerland
#uxcampch 2016
Julius Dietz | brandwatch.com | @juliusdietz

2. UX Camp Europe & UX Camp HH...

3. … & UX Camp CH :)

4. Julius Dietz
@juliusdietz
VP Engineering – UX
at Brandwatch (@brandwatch)
About me

5. Microfeedback
What is it?

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

8. Microfeedback
Where does it fit?

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

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

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

12. Surveys
...zoom in

13. When do you send out surveys?
Before launch
(learn about user)
Surveys / A closer look

14. 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

15. Problem / Out of context

16. Vague memories

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

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

19. Credit: Sarah Doody, post on Microfeedback

20. To the rescue...

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

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

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

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

25. Out in the wild

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

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

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

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

30. Example / Classic: helpful page?

31. Example / Classic: helpful page?

32. Example / Classic: helpful page?

33. Example / Classic: helpful page?

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

36. Example / SMS rating FTW

37. Example / Wednesday night...

38. Example / Thursday night...

39. Example / Teasing ;)

40. Example / Teasing ;)

41. UX Camp CH /
Sticky notes feedback
at the door

42. How we did it
(v1)

43. Brandwatch Query Builder / New Version

45. SAVE...

47. Brandwatch Query Builder / New Version

48. Brandwatch Query Builder / New Version

49. 3 Minute Survey / Let’s see what we really need

50. 3 Minute Survey / That’s better!

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

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

53. Promoters Detractors
Little Detail 2:

55. How did it go?

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

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

58. Both actions, one click…

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

60. Rated vs Full Survey
The obligatory stats

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

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

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

64. 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

65. 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.

66. Thanks!
@juliusdietz
Brandwatch
Q&A / Discussion: your
Microfeedback
experiences!

67. Sketch Notes
thanks @mge_de
and @filtercake!

68. In Summary / Sketchnote
Credit: @mge_de

69. Credit @filtercake

70. Credit @mk_it_easy