The Problem

Our product requires users to make important decisions, which makes the task completion (in this case is registration) take longer. As a result, many users start the registration process but do not finish it. We’re left questioning whether the drop-off is due to the extended decision-making time or other factors.

To uncover the reasons behind this, we’ve been collecting user feedback through in-depth interviews. However, we face several challenges:

• Participant Recruitment: Finding participants for our niche product is difficult, complicating our research.

• Outdated Insights: Feedback is not captured in real time, leading to outdated information as users often forget their experience.

• Feedback Gaps: This lack of timely feedback makes it hard to refine our product to meet user needs effectively.

The Solution

After doing some desk research, we discovered an effective approach to our problem, is by implementing in-app surveys on our website. These kinds of surveys enable us to collect real-time feedback directly from users as they interact with our platform.

This immediate insight allows us to quickly understand and address user needs, ensuring our product meets their expectations. By integrating in-app surveys, we can fill the feedback gap and make more informed decisions to enhance our user experience.

The Goals

The goal of creating the in-app survey is to improve how we collect user feedback, making it more scalable and efficient. By gathering timely and relevant insights without relying solely on in-depth interviews, we aim to:

1. Understand User Drop-Off: Uncover the reasons why users abandon the registration process.

2. Improve Feedback Quality: Collect more accurate and actionable insights.

3. Refine the User Experience: Use the feedback to enhance the registration process and address user pain points effectively.

My Role

As a UI/UX Designer for this project, my role included:

• Identifying Pain Points: analyzing user behavior to understand their needs in their registration process and balanced it with our business needs.

• Concept Development: designing the in-app survey framework to collect real-time and relevant user feedback.

• Collaboration: working closesly with cross-functional teams, including: developers, product managers, and operation lead to ensure we solve the right problem and seamless integration.

Design Process

1. Understanding User & Business Needs

To gather valuable feedback, we needed to balanced business needs with user experience. From business perspective, we required several types of feedback but at the same time, it was crucial that the process didn’t disrupt the users.

Recognizing that completing surveys takes time and effort, we designed the experience to align with user’s habits and emotional states based on our user journey map, encouraging voluntary and comfortable participation.

2. Crafting Survey Question

I focused on the most representative questions to meet the company’s diverse feedback needs. This strategy aimed to cover all necessary areas without overwhelming the users. By eliminating overlapping questions, I made the survey quicker and easier to complete, while still gathering all the valuable insights needed to improve our product.

From this…

To this…

3. Placing the Survey

The placement of the survey was carefully planned based on the predetermined questions, user journey map, and the existing user flow. This approach ensured that the survey seamlessly integrated into the user experience, resulting in effective and relevant feedback.

4. Survey Methods

For most people, pop-ups are annoying. So, I explored alternative ways to implement surveys. After some research, I discovered a method called “chameleon”. This technique integrates the survey UI seamlessly with the main UI, allowing users to see the survey directly and choose whether to take it or ignore it.

To balance the need for critical feedback with user comfort, we implemented two types of surveys:

1. Pop-up surveys: these are used for questions where immediate responses are crucial.

2. Chameleon surveys: these are optional and blend into the main UI, ideal for gathering additional feedback without disrupting the user experience.

Final Design

Given that our website registration process is already long enough, I implemented emoji scales into the in-app survey feature to make the experience more engaging and prevent users from getting bored or overwhelmed with just text-based questions. This approach served multiple purposes:

• Enhanced engagement: by including emojis, we introduced an element of gamification, making the survey process more fun and interactive for users.

• Capturing emotions: emojis let us capture users’ emotions at different points in their journey, providing deeper insights into their experience.

Combining engaging and insightful elements helped us create a survey that users were more likely to complete, resulting in more comprehensive and actionable data.

Content Survey

Implemented on the homepage, product pages, and FAQ page of the TapHomes’ website. Our goal was to gather feedback on whether the information we provide on the website aligns with the users’ expectations and needs.

Drop-Off Survey

Many users were not completing their applications, and the reasons were unclear. To uncover why, I implemented a survey that appears when users exit the submission form or click “need help” button, capturing immediate feedback.

If users skip the survey, we follow up with a gentle reminder on their dashboard when they log in again. This strategy ensures we gather the necessary feedback to improve our service.

After Submit Survey

I implemented this at the the final step of the submission form. This kind of feedback helps us assess whether the current flow is effective or requires improvement.

Overall Experience Survey

After users complete both the internal and external steps of the submission process, we present them an overall experience survey on their dashboard. This final survey aims to gather comprehensive feedback on their entire journey and get insights about our customer satisfaction. These kind of insights allows us to identify areas for improvement in the overall TapHomes’ submission process.

The Results

Before implementing the in-app survey, we relied heavily on in-depth interviews, which made it hard to gather user insights due to low participant numbers and a non-representative sample of our user base.

With the in-app survey, we achieved a 47% customer participation rate within the first three months. While this may not seem like an impressive number, it marked a significant improvement in user engagement and provided a broader range of feedback. This success highlights the potential for further refining the survey to boost participation and continuously improve our product.

So, What's Next?

• Follow up with key users: engage with users who provided valuable insights to explore their feedback further, supporting ongoing improvements to our digital product.

• Gamify the in-app survey: add gamification elements to the survey to encourage more responses and enhance user engagement.