Capturing User Feedback

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Spotted on a bus in The Netherlands

Saw this on the bus I take everyday. I love this idea – of getting customer feedback right at the place where the user experiences the product. And I love the physicality of it, versus the watered down surveys we have all had the pleasure (cough!) of using.

The company, foursmileys, offers this for a variety of settings. Here are some screenshots from their website:

 

And they also offer this service for websites.

Screen Shot 2017-10-08 at 7.34.42 AM
Getting feedback on the website.

I also like that they use – smileys, and 4-point scale, so you have to take a stand and cannot get away with the middle, neutral button (that is, the 3 on a scale of 1 to 5).

I did not know that capturing this information can lead to solid businesses. Because there is more. Usabilla helps to capture usability on websites and emails. They even let you give feedback on different parts of a website. You really should check out the site and click on the ‘Feedback’ button. But let me save you a click and share this in the screenshots below.

Screen Shot 2017-10-08 at 7.43.02 AM
First I clicked the feedback button

And I got these options.

Screen Shot 2017-10-08 at 7.39.12 AM
I chose specific feedback because who likes generic stuff?
Screen Shot 2017-10-08 at 7.39.19 AM
Then I got this, cool.
Screen Shot 2017-10-08 at 7.40.07 AM
I chose this part, a thick yellow outline appeared to show what was selected.

This was followed by the good ol’ 5-point scale smileys. I like the branding here ‘Powered by Usabilla’, reminds me of ‘Intel Inside’.

Good one

I chose the ‘Like’ emoji and a new menu appeared. I like the ‘successive opening’. at every step I only see the options I need for that specific step. The new menu asked for type of feedback. I chose ‘compliment’ (as you have astutely noticed, I am a good guy).

Screen Shot 2017-10-08 at 7.40.26 AM

And then a new menu appeared, based on feedback from earlier menu. You can see how the copy changed. They also asked for my email but no. And good old NPS (Net Promoter Score, in case you didn’t know) revealed itself. It is known to be the most predictive metric for user behavior. I don’t know, but this is what people say.

nice touch again

In fact, NPS is supposed to be so cool, whole companies base their business model on this. Like this one: 

Screen Shot 2017-10-08 at 8.04.58 AM

And the user feedback can be explored further to brand feedback and employee feedback. Qualtrics has raised more than $400M on this business model (I can include screenshots from their site, but I am tired of that now).

Wow, so many companies creating value by finding ways to capture and quantify human experience. This fits into a broad historical trend (Kevin Kelley said so in his new book). Across time, the cost of technology goes down, and the value of human experience goes up. With another trend of quantifying everything, it makes sense that there will be more and more companies creating value by quantifying human experience and suggesting ways to improve it.

Can you think of such companies 50 years ago? Or in a communist country? Well, I can’t think of these companies in a pre-1991 socialistic India. You were happy enough to get a good product you needed and could afford. Nobody seemed to care about ‘experience’. But things have changed, and here we are.


Woah, this post escalated quickly. I just wanted to share a cool pic of something I saw on a bus (really! should have used insta then). But well, had a good time exploring.

Let me know of similar stuff in the comments.

Disclaimer: All the images are property of the companies mentioned and I am not affiliated with them in any way. I am just a guy taking notes.

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