Feedback: “Information about reactions to a product, a person’s performance of a task, etc. which is used as a basis for improvement”
How can we motivate users to give feedback through UI?
The art of giving and receiving feedback involves social science and psychology. It is therefore crucial to explore possibilities of subtle motivators which could be used to encourage the user to give feedback.
There are two main ways of collecting feedback – one is by asking the user to actively fill in forms, surveys, questionnaires, etc. The other way is to passively observe and track the user behaviour and gauge feedback through their actions. This could be done by tracking the number of clicks, the kind of articles downloaded, etc.
The different kinds of feedback platforms predominantly used are Customer Satisfaction Score, Net Promoter Score, System Usability Score and In app feedback. Let us look more in detail into each of these to get a better understanding.
The most common feedback method is CSAT. Used commonly in most of applications. Since it’s such a quick survey, you can ask it across multiple experiences during a customer’s journey and get a big-picture view of how your customer feels at various touch points during the process.Measures Customer Satisfaction with a product
• Short and intuitive
• Flexible rating scale
• High responses
• Cultural bias
• After a customer lifecycle moments eg. After onboarding
• After customer support
• Prior to renewal
Measures the willingness of customers to recommend a company’s products/services to others
• Measure customer experience – physical and emotional
• Regular milestones
• Neutral scheduling
The System Usability Scale (SUS) provides a quick and reliable tool for measuring the usability.
• Applicable to a wide range of products/ technologies
• Highly accessible
• User test
• After using a product/service
In App Feedback
• Monitoring the app‘s performance with customer feedback
• Conversion rate – 400percent more response with good UX Design
• Ask specific questions in-context.
• Direct, candid and concrete
• After completing an action
However, with most of these feedback methods the user journey ends as soon as the questionnaires or surveys are answered. They fail to provide a motivating experience for the user to come back to give more feedback and make it look more like a task.
There are two primary ways of designing a product: function-focused design (FFD) and human-focused design (HFD). Both are closely related to gamifying user interactions and making the product/service more interactive. Incorporating this concept into the feedback platform could make it more motivating and encourage the users to give more feedback
This can be achieved by focusing on the emotional aspect of the user and by gamifying the feedback experience through right timing, element of surprise and visualisation by using the right colours, patterns and animations to support the emotional aspect of the user.
Feedback can be collected through voice and recognising facial expressions. Devices can detect the tone or expressions of the user and based on it analyse the emotional state.UIs are now letting the users be heard and gauge their voice in detecting their emotions.
Another important aspect of user feedback is to ask questions to the user at the right time during the user journey. Introducing surprise into an interface can break a behaviour pattern and force the brain to reassess the situation. Users tend to get distracted during the loading pages or error pages in UI and most of them switch applications. One way to keep the users engaged is by introducing an element of surprise by asking questions in these empty states to gauge the user’s emotional state during the experience. This is a way of gathering feedback. It is to turn the empty states or pause points in UI into feedback portals.
One of the main motivators revolves around the concept of ‘mirror neurons’ which means that humans have the tendency to mirror what other people are doing. Seeing the impact of your feedback on the overall feedback reminds the user that in a pool of feedback given by others, his/her feedback matters. This is a factor which could motivate the user to give more feedback and contribute to the feedback pool.
The next step is to give these feedback outputs a face by the right way of visualisation. This means studying colours, shapes, animations as each of them have a meaning and can be related to certain emotions or feelings while being perceived by the user.
Can a gamified and visually appealing feedback platform encourage users to actively give more feedback on a daily basis and how can this revolutionise In-App feedback platforms?
To be continued …