We recently launched an updated design for Revinate Surveys™, drawing on industry trends and user feedback for inspiration. Within weeks, we saw a dramatic increase of 10-15% in survey completion rates. This month for our product spotlight, I explore the tremendous impact great design can have on great products.
A hallmark of any successful product is exceptional user experience (UX). We here at Revinate know that while you can spend months developing powerful features rich with functions aimed at solving your clients’ problems, they’re essentially ineffective if they’re not easy to use.
That’s why we take UX extremely seriously, and jump at any opportunity to improve the usability of our products to best serve our clients’ needs.
Evaluating customer feedback and consumer trends
To better understand what goes into good UX, I recently sat down with Thuan Nguyen, our product designer who took the lead on redesigning Revinate Surveys™. With open-ended goals like “make this product work better,” how does one even get started?
“I began by analyzing the old survey and feedback from customers, specifically what confused their guests,” Thuan says. “For example, in some regions, a 1 is considered a very positive score. We’d hear from a beautiful luxury property getting straight 1s in a survey alongside emphatic comments about how great the place was! Clearly we could make this easier to understand,” he adds.
Thuan chose to incorporate a more universal indicator of negative and positive by adding red and green coloring to the scale, as well as frowning and smiling emojis—a change which led to much higher accuracy.
Likelihood to recommend, before and after the redesign:
In addition to user feedback, common design patterns can change over time, making it essential to keep up with industry trends. “I literally began taking all the surveys I could. If there was a company making surveys, I went through the process of completing that survey myself,” says Thuan. “Chances are, our hoteliers’ guests were taking them too. I wanted our surveys to look cutting edge while still feeling familiar and easy to use.”
How people respond to surveys has also changed. “Nowadays, it’s critical to focus on the mobile experience,” Thuan says. “Over fifty percent of Revinate-powered surveys are taken on mobile devices. If your guests can’t easily respond from their phones, you’re missing a staggering amount of feedback,” he adds.
Discovering new approaches
After such initial research, Thuan began sketching—a lot. “I must have drawn 50 different sample surveys. Some were great. Some ended up in the waste basket. It’s all part of the process,” he says. Thuan showed the designs to his team, as well as other co-workers, including those in unrelated departments. “It’s great because everyone has taken a survey at some point in their lives. Everyone brings a unique perspective and gravitates towards different elements,” he muses.
Once he settled on a direction, Thuan created a few different prototypes with the goal of getting to user testing quickly, and improving the design over and over based on feedback.
“It’s important to remember that while our hotelier customers often have great feedback, at the end of the day, it’s the guests, not hoteliers, who are taking the survey. Designing our surveys specifically for hospitality is only one part of achieving good UX. You also have to consider the end user, or consumer, who will actually be taking the survey,” Thuan explained.
So what did he do?
“We headed to the field! We went to the Palace of Fine Arts specifically, and asked people to try the survey. We picked this location because of the diverse group of locals and tourists from different countries that often visit, which gave us a great sample of a range of consumers who are likely to be hotel guests who have taken surveys in the past,” Thuan says.
In addition to cultural differences, age diversity was an important factor too. “We wanted to make sure that while we were designing something we thought was both beautiful and functional, we didn’t alienate anyone who wasn’t as tech savvy,” he explains.
Thuan, with a research participant using the survey:
After numerous rounds of testing, iterating, and re-testing, Thuan worked with developers to put on a final pixel-perfect polish and launch the new design to our customers. Their hard work paid off. Almost immediately, we saw a massive increase in completion rates. Guests that clicked on a survey were much more likely to complete it than before—10 to 15% more likely, to be exact.
“What I love about this project is that it was a prime example of human-centered design process,” Thuan said with a smile on his face. “Users tend to blame themselves for not understanding something. The truth is, usability is on us, the creators of the product. It’s our job to make our products easy, even enjoyable to use. Because in the end, when our customers succeed, we succeed.”
Share your thoughts about the new survey redesign! Comment below, or send an email to firstname.lastname@example.org.
CLICK HERE to learn more about Revinate Surveys.