Simplifying feedback menu creation

Overview

Usersnap empowers SaaS companies by offering a comprehensive customer feedback solution, facilitating effortless collection, storage, and analysis of invaluable insights from users. The platform provides an extensive range of feedback collection options, including polls, satisfaction surveys, feature requests, etc. By consolidating these features into a unified feedback menu, Usersnap empowers users to effortlessly choose their preferred method of providing feedback. With a firm commitment to retaining its leading position in leveraging customer feedback for informed product decisions, Usersnap wants to enhance engagement and retention by refining the feedback menu creation process.

Project objective

The aim of this project is to define a way forward in refining the feedback menu creation process, as well as provide a prototype of the improved feature.

Deliverables

  • User research & testing

  • UX flow

  • UI components

  • High fidelity prototype

My role

Re-designing and improving existing experience, working with other departments.

Research

Understanding Usersnap’s current feedback menu creation process and its flaws was the first step of the research process. My goal was to collect all customer complaints linked to it as well as all feedback from customers and across departments.

Feedback menu was 3rd most used project type (9.8% of all projects); we had 16 recorded interactions per month with customer support due to confusions related to the feedback menu creation process.

Sales team reported a number of issues and questions that potential customers have in demo sessions.

Understanding user behavior

Upon receiving this feedback, our team embarked on an extensive investigation. We delved deep into the issue by meticulously analyzing user session recordings and heat maps within Hotjar. Additionally, we carefully examined the feedback gathered through Intercom and leveraging our own feedback collection tool. To address the feedback menu concerns effectively, we proactively utilized our widget, enabling us to pose targeted questions to our users. Complementing this approach, we initiated an email outreach survey campaign to gather quantitative insights. To gain a more in-depth understanding, we conducted 8 user interviews, enriching our analysis with qualitative data. Through this comprehensive approach, we sought to gather a holistic view and pave the way for informed improvements.

Old design & user flow

Defining the problem

Next, the product team organized a workshop where we transformed the insights and user needs uncovered during the interviews, along with the collected feedback, into concise Point-of-View statements and How-Might-We questions. By reframing the information in this manner, we effectively defined the problem, unlocking a world of possibilities for ideation and solution generation.

Insights

  • Insight 1: Users needed a clearer feedback creation flow. First-time users looking to create a feedback menu were unaware that they needed to connect single projects to individual feedback menu items.

  • Insight 2: Users expected the feedback menu to come along with already created projects. Users were puzzled when clicking on menu items yielded no response, as they didn't understand how projects were connected to the feedback menu.

  • Insight 3: Users wanted immediate access to the feedback menu option from the dashboard. Trial users who signed up specifically to explore the feedback menu had difficulty finding feedback menu templates, as they were only available in the "single project" template library.

HMW statements

  • How might we enhance our dashboard experience to provide users with easy and intuitive access to feedback menu templates?

  • How might we clarify the connection between projects and the feedback menu, enabling users to easily understand and set up their feedback menus?

Solution

  • Our solution involves implementing an onboarding flow for feedback menu creation. This will provide users with a clear and structured process for creating their feedback menus, while placing an emphasis on the connection between single projects and the feedback menu.

  • To address the identified pain points, our solution entails implementing two distinct categories on the dashboard. This approach aims to solve two challenges: displaying feedback menu templates prominently on the dashboard and categorizing them separately to emphasize the distinction between single projects and the feedback menu.

New user flow

The aftermath

Upon the release of the new feedback menu, we swiftly initiated our own survey to gather user feedback on their experience with the revamped flow. Notably, we observed a significant increase in the creation of new feedback menus. To gauge success, we tracked the frequency of customer support interactions related to the feedback menu, which decreased from an average of 16 interactions per month to just 2 interactions per month following the launch of the new menu.

Furthermore, we conducted in-depth analysis of user session recordings using Hotjar. These recordings revealed that users were able to set up feedback menus with greater speed and ease compared to before, indicating an improved user experience in terms of efficiency and usability.