Online Surveys: The Jan Brady of the UX Toolbox
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Internet User Experience Conference 4/24/2017 - Ann Arbor, MI Presenters: Farris Khan and Chris Farnum Like Jan Brady, online surveys are the middle child. They occupy the space between analytics platforms which are highly quantitative and user testing which can often be very qualitative. Many people turn their noses up at surveys including some business stakeholders and even UX-ers. Have you ever heard a stakeholder say, “I never fill out one of those. I always just close them.” Though they are often misunderstood and overlooked (“Marcia, Marcia, Marcia!”) surveys can be a powerful tool for measuring and baselining your user experience. There are different types of surveys, and how you choose and configure them makes all the difference. Farris and Chris will take you on a tour of several different approaches to survey programs. We’ll outline their potential benefits as well as pitfalls. And we promise that we won’t be wearing wigs.
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Online Surveys: The Jan Brady of the UX Toolbox
- 1. OnlineSurveys TheJanBradyoftheUX Toolbox IUE 2017 | Farris Khan and Chris Farnum @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 2. Let’s take a quick survey about surveys… www.surveymonkey.com /r/WJRXZ2D or seeTwitter - #iue17 @BobbleHeadGuru @crfarnum #iue17
- 4. User testing and research So easy to connect with. The darling. A little goes a long way. (i.e. qualitative) @BobbleHeadGuru @crfarnum #iue17
- 5. Analytics and big data So popular And sophisticated. The attention getter. You can count on a reaction. (i.e. quantitative) @BobbleHeadGuru @crfarnum #iue17
- 6. Surveys Often misunderstood. The middle child. Harder to define. (part qual, part quant) @BobbleHeadGuru @crfarnum #iue17
- 7. DidYOU take the survey yet? www.surveymonkey.com /r/WJRXZ2D or seeTwitter - #iue17 @BobbleHeadGuru @crfarnum #iue17
- 8. Let’s get to know the real Jan Brady a little better… @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 9. Actionable Framework Results Intelligence Measure Action @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 10. Types of Surveys Comment Card Surveys Longitudinal Satisfaction Surveys Detailed Open Ended Surveys One question Quick Feedback NPS Online Product, Service Surveys LeveragingWebsite More QuantitativeMore Qualitative @BobbleHeadGuru @crfarnum #surveyUX #iue17 Ad Hoc Surveys
- 12. Detailed Open Ended Surveys Comment CardSurveys ACanary in a Coal Mine More QuantitativeMore Qualitative @BobbleHeadGuru @crfarnum #surveyUX #iue17 Comment Card Surveys Longitudinal Satisfaction Surveys One question Quick Feedback NPS Online Product, Service Surveys LeveragingWebsite Ad Hoc Surveys
- 13. Farris – insert slide here
- 18. TheUX Perspective on Comment Cards Canary in a coal mine Tempest in a teapot One comment card can cause a lot of chaos, especially in the hands of a well meaning stakeholder. Analyzing lots of comment cards can indicate trends and help judge the severity of issues. @BobbleHeadGuru @crfarnum #surveyUX #iue17 -OR-
- 19. Ad Hoc Feedback Surveys @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 20. Online Product, Service Surveys LeveragingWebsite Ad Hoc Feedback Nimble Optimization More QuantitativeMore Qualitative @BobbleHeadGuru @crfarnum #surveyUX #iue17 Comment Card Surveys Longitudinal Satisfaction Surveys Detailed Open Ended Surveys Ad Hoc Surveys One question Quick Feedback NPS
- 22. TheUX Perspective on Ad Hoc Surveys Overlap remote user testing. Use for: Design Input Detailed feedback Understand users UXD “sweet spot” Get involved! @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 23. C’mon now… www.surveymonkey.com /r/WJRXZ2D or seeTwitter - #iue17 @BobbleHeadGuru @crfarnum #iue17
- 25. One question Quick Feedback NPS Longitudinal Satisfaction Surveys More QuantitativeMore Qualitative @BobbleHeadGuru @crfarnum #surveyUX #iue17 Comment Card Surveys Longitudinal Satisfaction Surveys Detailed Open Ended Surveys Online Product, Service Surveys LeveragingWebsite Ad Hoc Surveys
- 26. Look familiar?
- 27. Customer Satisfaction Model via ForeSee Questions include “How likely are you to recommend Blue Cross Blue Shield's website to a family member, friend or colleague? Three weighted, independent questions determine C-sat Questions include “Please rate how well the site layout helps you find what you need.” https://www.foresee.com/why-foresee/proven-approach/ @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 29. @BobbleHeadGuru @crfarnum #surveyUX #iue17 Longitudinal Monitor “Differences in data that make a difference”
- 30. @BobbleHeadGuru @crfarnum #surveyUX #iue17 Longitudinal Monitor “Differences in data that make a difference”
- 31. @BobbleHeadGuru @crfarnum #surveyUX #iue17 Longitudinal Monitor “Differences in data that make a difference”
- 32. TheUX Perspective on Longitudinal Surveys A word of caution… Metrics like satisfaction are bellwether indicators, not outcomes. The real value comes from examining specific outcomes for target user segments and/or tasks. @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 33. Satisfaction Score is just the tip of the iceberg… Satisfaction score Voice of customer data @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 34. When you analyze results, the real questions are… What dates? Which personas? What tasks? Task success? Narrow and segment to find insights. @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 35. Longitudinal surveys can help with strategy questions. Where to invest for long term ROI? Tip – pay more attention to long term trends and aggregated data than seasonal or weekly fluctuations. @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 37. Actionable Framework Results Intelligence Measure Action @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 38. Types of Surveys Recap Comment Card Surveys Longitudinal Satisfaction Surveys Detailed Open Ended Surveys Ad Hoc Surveys One question Quick Feedback NPS Overall Customer Experience Survey More QuantitativeMore Qualitative @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 39. No survey is an island @BobbleHeadGuru @crfarnum #surveyUX #iue17 Surveys work best when combined with other techniques like user testing, user research, and analytics.
- 40. FinalThoughts Build on previous surveys, iterate • Surveys can be used iteratively, in a series. • For example, the results of an initial ad hoc survey can be used to inform the questions in a longitudinal survey. Get to know the survey programs in your organization. • Check out existing reports • Get access to the tools • Work with theVOC and analytics team to improve the surveys and interpret findings @BobbleHeadGuru @crfarnum #surveyUX #iue17
- 41. Survey says… Drumroll, please! @BobbleHeadGuru @crfarnum #surveyUX #iue17
Notas del editor
- 6 minute including audience survey
- (3mins)
- (3mins)
- Comment Cards Used to get biased feedback A canary in a coal mine Like a card that you fill out at a restaurant. Do NOT use for quantitative Satisfaction analysis Meta analysis… clustering of issues, open ended comments You will only get those that are happy …. And likely more of those that are upset
- Ad Hoc Surveys: Add Survey Distribution (send via email, intercept) Used to get quick feedback in areas that just launched. Directional, not statistically significant Do not use for too long. Use for making a A/B Decisions, Then move on to the next one. Be Nimble Was it easy to use.. Would you be likely to use it in the future.
- Can be helpful in getting: detailed input on designs feedback on an existing site fleshing out understanding of personas, tasks, and user needs Lots of overlap with remote user testing. UXD can (should) participate closely in designing the ad hoc surveys.
- Health with Ad Hoc / Deep Dive Add Survey distribution Show Foresee. Used to get long term feedback. Leverage Open Ended Comments Random Intercept Bell weather Segment questions (Task completion, primary reason, frequency of use) Proquest: Have an assignment in the UX team. Update or redesign: Arm yourself with information today and what their comments are. Pinpoint functionality… with Primary Reason… Use for long term monitoring. Most complex Most misunderstood NPS… Members Scores.
- Sports Reference Multiple sites.
- .. And tune your leadership that way too!
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