Usabilla Blog https://usabilla.com/blog Always be up to date on customer-centricity and Voice of Customer trends. Learn the latest insights on UX, CX, e-Commerce, web design and usability. Subscribe now. Thu, 23 May 2019 10:12:01 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.10 https://usabilla.com/blog/wp-content/uploads/2018/05/cropped-Social-media-icon-blog-32x32.png Usabilla Blog https://usabilla.com/blog 32 32 USABILLA WIRD ALS EIN “STRONG PERFORMER” IN 2019 ERNANNT https://usabilla.com/blog/usabilla-wird-als-ein-strong-performer-2019-ernannt/ https://usabilla.com/blog/usabilla-wird-als-ein-strong-performer-2019-ernannt/#respond Tue, 21 May 2019 07:55:42 +0000 https://usabilla.com/blog/?p=21402 Ein unabhängiger Bericht würdigt Usabillas starke Kundenbeziehungen und benutzerfreundliche Technologie AMSTERDAM, 21.05.2019—Usabilla, ein SurveyMonkey Unternehmen, gibt heute bekannt, dass es als ein Strong Performer im The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms, Q2 2019-Bericht ernannt wurde hat. Forrester, eines der

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Ein unabhängiger Bericht würdigt Usabillas starke Kundenbeziehungen und benutzerfreundliche Technologie

AMSTERDAM, 21.05.2019—Usabilla, ein SurveyMonkey Unternehmen, gibt heute bekannt, dass es als ein Strong Performer im The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms, Q2 2019-Bericht ernannt wurde hat.

Forrester, eines der einflussreichsten unabhängigen Forschungs- und Beratungsunternehmen weltweit, bewertet verschiedene Plattformen in der Digital Voice of the Customer Branche und würdigt die wichtigsten Anbieter. Usabilla ist der Überzeugung, dass Ernennung als ein Strong Performer zeigt, dass es eine hohe Produktqualität vorweisen kann und die Fähigkeit besitzt, das Unternehmen strategisch zu positionieren.

Usabillas Positionierung

Um eine Bewertung für jede Lösung abzugeben, beurteilen die Analysten von Forrester jede Plattform in Hinblick auf das aktuelle Angebot, die Marktpräsenz und die Strategie. Dabei hat Usabilla in den Bereichen Benutzerfreundlichkeit sowie Datenaustausch und Berichtswesen die höchstmöglichen Bewertungen erhalten. Forrester stellt fest, dass „Usabilla starke Kundenbeziehungen mit einer benutzerfreundlichen Technologie verbindet.“

In dem Bericht nennt Forrester das Lob von Kunden an Usabilla, welche es als „Thought Leadership (dt: Vordenkerposition) im digitalen Bereich“ und mithohem Engagement für den Erfolg des Kunden anpreisen. Usabilla ist der Meinung, dass die umfassenden Methoden zum Einholen von Feedback, die ansprechenden Dashboard-Funktionen und die sofortige Implementierung nur einige der vielen Gründe sind, warum ihre 450 Kunden bei der Erfassung der Meinung ihrer Kunden so erfolgreich sind.

Forrester erklärt, dass die Kunden, welche als Referenz für Usabilla aufgeführt wurden angeben, dass Usabilla „wie ein echter Partner auftritt“, der immer dazu bereit ist, vollen Einsatz zu leisten und Mehraufwand in Kauf zu nehmen, falls dies notwendig sein sollte.Forrester gibt an, dass Usabilla „regelmäßig mit ihnen [den Kunden] in Kontakt tritt, um Feedback in Bezug auf ihre zukünftige Roadmap einzuholen.

Ein wahrer Partner

Usabillas Fähigkeiten, ihre Kunden durch ihre digitale Transformation, mit einem maßgeblichen Verständnis für das Einholen von Feedback, zu führen, zeigt sich laut Josh Gibbs, Product Manager bei Bandwidth und Usabilla-Kunde:

„Es vergeht nicht ein Tag, an dem ich mich nicht bei Usabilla einlogge oder eine Unterhaltung über Kunden-Feedback in Slack führe, das von Usabilla eingeholt wurde. Das hat meinen Job und die Art und Weise, wie unser Unternehmen Produkte schafft, verändert. Es ist einfach großartig.“

Produktstrategie

Die Produktstrategie von Usabilla basiert auf Kundenfeedback, das sich in der Priorisierung der Produkt-Roadmap widerspiegelt. Mit dieser anhaltenden Bemühung entwickelt sich die Software von Usabilla ständig weiter, um den Kundenbedürfnissen gerecht zu werden. Als Unternehmen ist Usabilla wirklich kundenorientiert und unterstützt Kunden bei ihren Bemühungen, dasselbe zu tun.

Marc van Agteren, CEO von Usabilla

Wir glauben, dass die Nennung von Forrester als ein Strong Performer unser Bestreben nach einer „leicht umzusetzenden, agilen und sich weiter entwickelnden Lösung“ würdigt. Als ein Strong Performer im Q2 2019 Wave-Bericht sind wir zuversichtlich, mit unserer Strategie an die Spitze der Branche gelangen zu können.“

 

Hier können Sie sich den vollständigen Bericht herunterladen.

Über Usabilla

Usabilla, ein SurveyMonkey Unternehmen, ermöglicht es Marken wie Lufthansa, Zalando und BMW durch die Verbesserung der digitalen Erlebnisse auf Webseiten, Apps und E-Mails wirklich kundenorientiert zu werden. Unternehmen erhalten die ultimative Lösung, um die Stimme ihrer Kunden zu erfassen, quantitative und qualitative Daten zu sammeln und Erkenntnisse in Maßnahmen einfließen zu lassen, die zum Erfolg führen.
Usabilla: Frage nach dem Warum.

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USABILLA NOMMÉ UN « STRONG PERFORMER » EN 2019 https://usabilla.com/blog/usabilla-nomme-un-strong-performer-en-2019/ https://usabilla.com/blog/usabilla-nomme-un-strong-performer-en-2019/#respond Tue, 21 May 2019 07:25:55 +0000 https://usabilla.com/blog/?p=21392 Le rapport indépendant salue l’offre produit performante d’Usabilla et sa vision stratégique Usabilla, une entreprise du groupe SurveyMonkey, a annoncé aujourd’hui avoir été nommé « Strong Performer » dans le dernier rapport Forrester: The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms,

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Le rapport indépendant salue l’offre produit performante d’Usabilla et sa vision stratégique

Usabilla, une entreprise du groupe SurveyMonkey, a annoncé aujourd’hui avoir été nommé « Strong Performer » dans le dernier rapport Forrester: The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms, Q2 2019. Forrester, l’une des sociétés indépendantes les plus influentes au monde dans le domaine de la recherche et du conseil, évalue différentes plateformes dans le secteur de la Digital Voice of the Customer et met en valeur les meilleurs fournisseurs. Pour Usabilla, être désigné en tant que « Strong Performer » permet de promouvoir la qualité de ses produits et sa capacité à positionner son activité et sa haute performance sur le plan stratégique.

Le positionnement d’Usabilla

Afin de déterminer le score de chaque solution, les analystes Forrester évaluent chacune des plateformes en prenant en compte son offre actuelle de produits, sa présence sur le marché et sa stratégie commerciale à long terme. Usabilla s’est vu décerner les meilleures notations pour sa simplicité d’utilisation, son partage de données ainsi que son reporting perfectionnés.

Forrester commente que « Usabilla combine une forte relation clientèle et une technologie très accessible ».

Dans son rapport, Forrester souligne particulièrement les critères « leadership éclairé » et « une forte implication quant à la réussite de leurs clients ». Des méthodes poussées de recueil de feedback, des tableaux de bord attrayants et une mise en oeuvre rapide figurent parmi les nombreuses raisons expliquant le succès de leurs 450 clients.

Forrester explique que les clients d’Usabilla estiment que la société « agit comme un véritable partenaire », grâce à un partage des connaissances et à « un accompagnement proactif ».

Au cours des entretiens des clients référencés menés par Forrester, un client d’Usabilla a attesté que l’équipe est « toujours soucieuse d’accompagner et d’aller de l’avant lorsqu’elle est sollicitée ». Forrester précise qu’Usabilla « les incite (ses clients) régulièrement à demander des retours quant aux évolutions de sa stratégie produit ».

Un véritable partenaire

Usabilla guide également ses clients au cours de leur transformation numérique à la lumière d’une totale maîtrise du recueil de feedbacks. Josh Gibbs, Responsable produits chez Bandwidth et client d’Usabilla commentait récemment : « il ne se passe pas un jour sans que je ne me connecte à Usabilla ou que je n’aie une conversation sur Slack au sujet de feedbacks de clients recueillis dans Usabilla. Cela a changé ma façon de travailler et la façon avec laquelle notre entreprise conçoit ses produits. C’est incroyable ».

Stratégie produit

Le logiciel d’Usabilla se développe et s’adapte en permanence aux besoins des clients, avec un effort soutenu en termes d’écoute des feedbacks de leurs clients en priorisant leur stratégie produit.

“Nous sommes convaincus que cette nomination en tant que Strong Performer de la part de Forrester valide notre travail visant à créer une « solution facile à mettre en oeuvre, flexible et évolutive ». La nomination de Strong Performer dans le Wave T2, 2019 conforte notre stratégie visant à devenir un leader du secteur” – Marc Van Agteren, CEO, Usabilla

À propos d’Usabilla

L’univers digital, en constante évolution, peut être étouffant et imprévisible pour les entreprises. Comment faire pour rester dans la course ? Comment garder une longueur d’avance et s’assurer sa rentabilité future ? Usabilla permet aux entreprises de savoir ce que les utilisateurs valorisent, elles saisissent ainsi l’opportunité de construire des environnements digitaux rentables qui s’ancrent dans le futur.

Télécharger le rapport complet ici.

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Usabilla Named a Strong Performer in 2019 https://usabilla.com/blog/forrester-wave-2019-usabilla-named-strong-performer/ https://usabilla.com/blog/forrester-wave-2019-usabilla-named-strong-performer/#respond Mon, 20 May 2019 11:56:54 +0000 https://usabilla.com/blog/?p=21379 Independent Report recognizes Usabilla’s strong client relationships and easy-to-use technology AMSTERDAM, May 20, 2019—Usabilla, a SurveyMonkey company, announces today that it has been named a Strong Performer in The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms, Q2 2019. Forrester, one of

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Independent Report recognizes Usabilla’s strong client relationships and easy-to-use technology

AMSTERDAM, May 20, 2019Usabilla, a SurveyMonkey company, announces today that it has been named a Strong Performer in The Forrester Wave™: Digital Voice-Of-The-Customer Specialist Platforms, Q2 2019.

Forrester, one of the most influential independent research and advisory firms in the world, has evaluated various platforms in the Digital Voice of the Customer industry and recognized the most significant vendors. Usabilla believes that its ranking as a Strong Performer demonstrates its quality of product and the ability to position strategically.

Positioning Usabilla

To determine each solution’s score, Forrester’s analysts evaluate each platform on their current offering, market presence, and strategy. Giving Usabilla the highest ratings possible in the ease of use as well as data-sharing and reporting criteria, Forrester notes, “Usabilla melds strong client relationships and easy-to-use technology.”

In the report, Forrester cites Usabilla’s client praise for thought leadership in digital and notes its strong commitment to customer success”Usabilla believes that its extensive feedback collection methods, engaging dashboarding capabilities, and prompt implementation are among the many reasons its 450 customers are successful in collecting the voice of their customers.

Forrester explains that Usabilla’s reference clients state that the company acts like a true partner,” that is always willing to pitch in and go the extra mile if called upon.” Forrester also notes that Usabilla engages regularly with them [customers] to solicit feedback regarding its future roadmap.”

A True Partner

Usabilla’s capability in leading customers through their digital transformations with an authoritative understanding of feedback collection shows as Josh Gibbs, Product Manager at Bandwidth puts it:

“Not a day goes by that I haven’t logged into Usabilla or had a conversation in Slack about customer feedback collected in Usabilla. It’s changed my job and the way our company builds products. It’s amazing.”

Product Strategy

The product strategy at Usabilla is fueled by customer feedback as reflected in the prioritization process for the product roadmap. With this sustained effort, Usabilla’s software is constantly evolving to fit customer needs. As an organization, Usabilla truly breathes customer-centricity and empowers clients in their efforts to do the same.

Marc van Agteren, CEO at Usabilla:

“We believe that Forrester naming us a Strong Performer validates our work to create an easy to implement, agile, and evolving solution. As a Strong Performer in the Q2 2019 Wave, we are confident our strategy leads us on the path to becoming an industry leader.”

 

Download the full report here.

About Usabilla

Usabilla, a SurveyMonkey company, empowers brands like Lufthansa, Philips, and Vodafone to become truly customer-centric by improving digital experiences on websites, apps, and emails. Enterprises acquire the ultimate solution to capture the voice of their customers, collect quantitative along with qualitative data, and turn insights into actions that drive success. With Usabilla, start asking Why.

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How a User Feedback Company Benefits from BI https://usabilla.com/blog/deepdivingbi/ https://usabilla.com/blog/deepdivingbi/#respond Wed, 15 May 2019 19:47:23 +0000 https://usabilla.com/blog/?p=21343 About the BI Blog series: This is the second installment of our BI Series: An exploration of BI at Usabilla with our Software Engineer. In this blog, we dive deeper into how Usabilla uses BI and how the team was set up,

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About the BI Blog series:
This is the second installment of our BI Series: An exploration of BI at Usabilla with our Software Engineer. In this blog, we dive deeper into how Usabilla uses BI and how the team was set up, including the challenges and benefits.

Currently, 63% of Usabilla employees use our BI platform regularly. We use Metabase, an open-source data platform helping companies do more with their data, to compile and structure data and find quick and easy answers to our business questions.

Not only does Metabase act as a guiding hand in making decisions and optimizing strategy, but it also empowers every team in our organization to view, analyze and compare data tailored to their specific business needs.

Setting up BI at Usabilla

We began using Metabase in November 2018. Previously, data had been processed in-house and by-hand by our developers, which was simply not scalable.

Creating a BI platform was an effort to aggregate all of our existing internal and third-party software data. With Metabase, we are able to integrate various flows of data from different business units and extract patterns.

Data from every corner of the organization is brought together within Metabase which gives us cross-departmental insights. Marc van Agteren, CEO, Usabilla

 

After running a series of internal interviews to understand the stakeholders and their data needs, developers at Usabilla began assembling dashboards. Dashboards are divided into teams, for example, Marketing, Sales and Customer Success, but boards are often cross-functional.

Metabase, Getting Started Support Documentation

Who uses the Usabilla BI platform?

Although the initial dashboards were built by Software Engineers, stakeholders from various teams began to build their own dashboards and adjust them using filtering and multi-series charts.

The General Process:

  1. Stakeholders from each team using Metabase take various data requests from their team members.
  2. Once they find the answer in Metabase, they relay graphs, charts, insights, and patterns to those who submitted a query.
  3. More and more, Usabilla employees are beginning to use Metabase themselves, as the interface is flexible and user-friendly allowing non-technical people to create their own dashboards and questions.

 

Metabase, Getting Started Support Documentation

VoC and Business Intelligence

As a digital Voice of Customer (VoC) solution provider, BI helps us better understand our customers and how they use our product, as well as how their customers interact with Usabilla in their own live environments. These insights help us improve our product so that both the end users, as well as those employees using our solution, are as efficient and successful as possible.

Internally, BI helps us better understand our own efficiency, where we should make investments and what needs work. Segmenting our data by specific variables, we can hone in on exact locations of friction and areas of success. In turn, we identify with clarity where we need to focus our efforts and what steps to draw on the Product Roadmap.

Externally, BI helps us understand our customers so they can better understand theirs. In other words, BI helps us understand the actions and motivations of our customer’s customers. How do end users get the most out of Usabilla? What’s the best place to deliver a survey in the customer journey? Because we cater to a variety of industries and each company is unique, we’re looking for insights that allow us to customize our VoC solution in a way where our customers enjoy maximum efficiency. In our case, maximum efficiency means conversions.

Metabase, Getting Started Support Documentation

Fetching the Data

The technical term for our data pipeline procedure is ETL, which stands for Extract, Transform and Load. We fetch data from multiple sources: an API, a spreadsheet, or a database. Data is closely examined to ensure it’s clean. We then make it digestible. For example, NPS scores are transformed, and other data points are extracted for key qualities that fit business needs. The data is loaded into Metabase, which anyone can use to produce insights. Everyone has a specific preference of how they want to see their data, and Metabase allows them to customize with filtering.

 

Self-Service BI

The most important factor of our BI platform is that it’s meant to be self-service. In an effort to displace bottlenecks, customizable and visual dashboards allow our developers and our non-technical employees to access and understand analytical insights.

BI in Practice

Without BI, data at Usabilla was often scattered across departments and visualized ad hoc. It helps us from the top-down–with the discovery of hidden patterns in our data, we’re able to make stronger organizational decisions, from large-scale operation choices to smaller, yet equality important, projects.

For example, we are trying to refine and improve our Customer Support on a larger scale. Instead of guessing what our users want, we now have more insight into how they use our product and how they compare to other companies in the same industry.

For Customer Success, we can identify champion customers and identify why customers churn on a broader scale. With BI, we can tell our clients where they might be falling behind, such as the reason why they’re not getting the full benefits or conversion as expected based on clear, specific factors.

If a customer isn’t using their in-page functionality, they are likely to be less satisfied than customers who do. Our Customer Success Managers will then reach out to those customers and try to facilitate a solution. Not only has BI helped us find insights from multitudes of data, but it also helps us turn that data into action.

We can rapidly prototype new features, understand the effectiveness of development efforts, or break down the cost, value, time, and implementation of any decision, mitigating risk by creating a clear pathway to success.

In general, we see that companies who do this with their data are more successful.

The Challenges of a Small BI Team

At the moment, our biggest challenge is sourcing the time and resources to expand the BI project. Many companies have teams dedicated to BI, using advanced analytics and the strength of multiple minds to build models designed for their specific needs. As we grow and undergo our own business transformations, BI will be an inevitable part of that growth.

Our plan forward is not to have another team. Rather, we are forming a framework to enable every employee and their work to be more visible. What does that look like? Ultimately, we want everyone to join efforts within Metabase and combine all of our data sources to be concentrated in one place.

How does your company execute on BI? Let us know on Twitter!

Be sure to check out our first blog in the BI Series and stay tuned for BI Series Part 3, diving deeper into business intelligence at Usabilla with specific insights and cross-departmental use-cases.

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Diving into Business Intelligence with our Software Engineer: a Series https://usabilla.com/blog/diving-into-business-intelligence-with-our-software-engineer-a-series/ https://usabilla.com/blog/diving-into-business-intelligence-with-our-software-engineer-a-series/#respond Wed, 08 May 2019 03:17:33 +0000 https://usabilla.com/blog/?p=21053 About the BI Blog series: This is an introduction to our BI Series: An exploration of BI at Usabilla with our Software Engineer. In the series, we’ll cover the basics of BI, how our own team got a BI program up

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About the BI Blog series:
This is an introduction to our BI Series: An exploration of BI at Usabilla with our Software Engineer. In the series, we’ll cover the basics of BI, how our own team got a BI program up and running, and how it’s helping us become more data-driven.

As organizations modernize and become more digital, there is a growing need for efficient and accessible ways of leveraging data across teams.

Enter: Business Intelligence (BI).

For Usabilla, that’s where George came in. This series was inspired by our Senior Software Engineer, George Visniuc, who introduced us to BI at Usabilla. He has championed the BI effort here and continues to lead the way helping every team build their dashboards and collect insights.

Forrester defines BI as,A set of methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information.”

Making sense of big data is a vital step for any organization that wants to build an advanced analytics pipeline. Whether you’re on a product, marketing, support or management team, using well-rounded data to uncover patterns, and sharing what you learn with your team helps everyone in the organization reach better-informed decisions.

But first…

What exactly is BI?

To borrow a metaphor from Pete James Thomas, BI is like an unplanned archaeological excavation. Oftentimes when builders go to break ground for a new building project, they uncover ancient artifacts which thus have to be dealt with slowly and carefully, before the project can continue.

If building a new and contemporary skyscraper is like growing your business, then BI is the impromptu archaeological excavation that takes place after alarmingly old and precious artifacts are found underground. Before you can begin building, you have to tackle the historic treasures found in your plot of land.

In the case of growing your business, you have to extract valuable data from various business segments, clean it up, and put it together in one central location.

Think of your legacy data systems as an ancient clay pot that’s been broken into pieces and scattered underground. Each segment is just a part of the whole, and you must take the time to piece them together to get the whole story. Like an archaeological dig, it’s difficult to estimate how much time it will take to uncover all the pieces and the importance of doing so-  until it’s done.

For companies with scattered legacy data systems, it takes engineers time to sift through, organize, and load data into a system to uncover insights. But when you do, the results offer clear pathways to success. Outlining exactly where to allocate investments, which course of action to take, and how to build your business to great new heights.

Where does BI help my business?

It boils down to a simple fact:

Most modern companies have data that is either unused or improperly leveraged, and BI changes that.

BI helps turn raw data into clear action, which is what makes it so attractive. The result? Individual departments can work together in new ways to reach sound decisions.

With BI, you can bring data sets together and make it easy for anyone to access and understand. Rather than directly impact revenue, BI helps shape product design and productivity, which results in long-term gains.

Why should I consider BI?

  1. Data for all ranges of tech-savvy minds

    Self-service BI is the goal. Luckily, the best BI platforms allow for data democratization, meaning that stakeholders from every team in your organization can get involved, even with little to no technical knowledge. Why is this so important?

    The more diversity of skill-sets using a BI platform, the more deeply data-driven strategy runs. When every department is making decisions based upon data, the entire organization becomes more efficient.

  2. Ditch the gut feeling for tried and true data

    Let’s imagine. A few technical employees at your organization collect and analyze your data, but they don’t have an accessible dashboard or easily digestible visualizations to show to other departments. This means that marketing and sales teams are left to make assumptions based on improperly explained or isolated data, as well as gut feelings. While gut feelings aren’t always wrong, you run the risk of problems arising in the long-run since major business and budget decisions are made in the dark without holistic data analysis.

  3. Empower every team with clear goals

    Picture a second scenario, wherein your tech team starts a BI initiative, combining data from legacy models across different business units to draw insights. Once it’s integrated smoothly with new data and put through a BI platform, with a visual and easy-to-understand format that all employees can access, your company has a strong understanding of its BI capabilities and can supplement intuition with actionable insights.

DZone Business Intelligence Graphic

How can BI break down bias?

BI helps break down business silos. Using data visualizations and filtering, different teams can combine their data and efforts to reach a common conclusion.

In breaking down silos, BI attempts to get rid of inherent biases. For example, this could help in a meeting between sales and product, ensuring the most valuable feature requests are prioritized based on customer usage, need, and financial impact.

Instead of salespeople requesting new features based on one customer’s needs, you can weigh various suggestions with data to create an informed product roadmap.

BI can also help recruitment improve their hiring processes and invest in better candidates by breaking down the best months to hire, or by identifying key strengths in certain roles. It could help marketing validate their advertising efforts and make a strong business case to receive more budget in the future.

Certain events or figures allow multiple departments to view a business problem from objective reality. They balance the playing field by allowing teams who don’t usually speak the same language to understand each other and squash uncertainty.

The most important outcome? Using BI in cross-functional meetings will allow you to plainly see what’s working and what’s not, which cuts down extraneous conversation on how to proceed with investments.

Moreover, an easily accessible data aggregation and visualization tool allows your executives to make smart and holistic decisions based on every team’s needs.

What does BI look like?

The theory behind BI is powerful, but it’s visualizations that make it almighty. Without data visualization, you’ll struggle to make the business case you need to get key stakeholders on your side. Without it, you’re essentially flying blind.

As data visualization tool Tableau explains,

In the world of Big Data, data visualization tools and technologies are essential to analyze massive amounts of information and make data-driven decisions.”

Relaying information in a way everyone can understand is the beauty of BI dashboards. They give you the confidence to make your point and for others to see it too.

Common types of data visualization:

  • Charts
  • Tables
  • Graphs
  • Maps
  • Infographics
  • Dashboards

 

There are infinite ways to visualize your data, see graphic below:

https://i.redd.it/3yf4vpn5yg221.png

Visualizations bring raw data to life. Take for example u/citrusvanilla’s amazing graphic of Manhattan’s population by hour: 

If you’re curious to learn more about the graphic above, you must check out the website. Yes, it may seem obvious, but it’s important to remember our minds can understand and remember things more easily when they include clear color and shape breakdowns.

Consider these two visualizations of Nike and Netflix’s quarterly earnings:

 

 

Although both display color, Nike’s visualization is far more digestible and easier for a non-technical person to understand. Moreover, you quickly get an understanding of Nike’s total revenue and various revenue streams and costs, whereas Netflix’s graph takes a few moments to comprehend. 

If you want your data to be democratized and put into action, you need to make it visual.

We could go on forever about the importance of data visualization. But to save you some time, check out these awesome data visualization resources.

  • r/dataisbeautiful
  • http://datastori.es/
  • https://bigdata-madesimple.com/best-ted-videos-on-data-visualization/

Final Thoughts

Becoming business intelligent is indelible to becoming a data-driven and innovative company. Whether you are a developer, a BI analyst, marketer, or Salesperson, BI will make your job more efficient. Before you’re successful, you have to excavate your legacy data systems to paint a full picture of what’s really going on within your organization. After that, you have the ability to grow your business with clear direction and knowledge.

Putting the BI in Usa[bi]lla

Here at Usabilla, we represent a small company trying to integrate BI at a large scale with few resources. In an effort to share knowledge and open the discussion on how we’re improving and learning, subsequent blogs in the Usabilla BI series will go into more detail on how our BI program specifically helps us become better Voice of the Customer experts, as well as what you can do to improve your own collection of customer feedback.

No one BI program looks like another. That’s why in this series, we’ll explore what BI looks like at our company, how we launched an internal initiative and why it’s a major priority for us moving forward.

Curious to learn more? Have a look at Part 2 of the series, Deep Dive into BI at Usabilla, where we’ll cover how we set up our BI process, our goals, and accomplishments so far.

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Design Principles: Finding Them, Writing Them and Living Up to Them https://usabilla.com/blog/design-principles-finding-writing-living/ https://usabilla.com/blog/design-principles-finding-writing-living/#comments Fri, 03 May 2019 08:43:34 +0000 https://usabilla.com/blog/?p=21269 About the User-Centric Mindsets series: Product Design and the people behind it are the bread and butter to great user experiences for your organization. With this series, we’re digging into UX Design with none other than our own Usabilla Product Designer

The post Design Principles: Finding Them, Writing Them and Living Up to Them appeared first on Usabilla Blog.

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About the User-Centric Mindsets series:
Product Design and the people behind it are the bread and butter to great user experiences for your organization. With this series, we’re digging into UX Design with none other than our own Usabilla Product Designer Gal Agmon. Sit tight as we dive into everything from accessibility in feedback forms to creating the right design principles.

As a user feedback company, UX runs through our veins. Lucky for me as a Product Designer, Usabilla is committed to delivering great user experiences.

It isn’t easy to make UX design the core of an organization and fully embed it in every decision. We needed backup from every team to fight for the plight of the user and ensure they are in the driver’s seat at every step of the digital experience.

As Usabilla grew, scaling up also meant scaling up our design team. Therefore, we needed a set of design principles to guide conscious decision making amongst a wide variety of stakeholders, ensuring a consistent and future-proof product.

A strong set of design principles leads to…

  1. More meaningful discussions within the design team, where decisions can be made with confidence and measured by agreed upon principles
  2. Backup for UX decisions to present to the business and commercial departments, rather than fighting for budget and resources based on ungrounded arguments

 

Design principles can take a company from committed to UX to engaged and maybe even embedded in UX, as shown in the maturity model below.

When should you create design principles?

While you may feel there is never extra time to focus on design principles, doing so will save you time down the road. At Usabilla, the process to define design principles started long ago but was parked due to team changes. Only once the new team was set and we worked hard to get a holistic view of our goals, could we pick it up again.

At that sweet spot, our principles were finalized before we knew it, in just three weeks. With clear goals, hard decisions suddenly become so obvious.

What does this mean? If your product vision is not clear, team not unified enough or you are missing some common understanding about the users or the product goal, it’s not the time for design principles just yet.

What are the steps to reaching your design principles?

  1. Explore the scenarios where you needed the guidance of design principles

 

In a simple brainstorming and clustering session, we all raised the situations, discussions and decisions that would have benefited from a strong set of design principles. Then, we identified the main topics we were all struggling with.

For instance, someone from the team, might run into this scenario: “I keep getting requests to add templates. Do we want to invest time in that or should we let the users do what they want?”

2. Define clusters and list the extremes

We then identified a list of topics pertaining to our customers’ experience using our product: guidance, personalization, product usage, client involvement, style and interaction, data, communication and growth. Then, for every topic, we listed the two extreme directions a user could experience for each.

Here is a way we listed the extremes for every topic. For the topic of “guidance,” we came up with two extremes:

  • dummy-proof – without further assistance everybody can use Usabilla
  • requires expertise – collecting and analyzing user feedback via Usabilla is a task suitable for knowledgeable experts

 

Even if you don’t see yourself coming toward one of these extremes, it helps to get a broader view of where your principle could potentially move towards.

3. Send an internal survey to the entire organization to validate possible solutions

We gave a 4-point rating scale for each topic so the participants had to pick a clear side because in most cases people opt for a neutral stance, which wouldn’t help us reach a clear decision. For instance in terms of ‘guidance,’ you either want an experience that’s dummy-proof or one that requires expertise. Looking at these two extremes, we could really spot the trends.

We gathered and analyzed the results – not to reach final answers – but rather to better understand which direction the “wind” was generally blowing. We then identified and prioritized the most burning topics and the underlying concern they were covering. From there, we decided on five main topics to address, all wrapped up as our design principles.

4. Learn from the industry to fine tune

We took a closer look at the industry and other design principles to identify what we liked and didn’t like in the examples, and we decided:

Our design principles should be usable, tangible and company-specific.

What examples inspired us?

We explored a variety of principles, including this great list from Medium. We particularly liked Bing’s design principles as they were simple and clear. Google’s materials were inspiring and they set a clear tone of voice. Most of all we loved Airbnb’s company-specific approach, making sure their principles were relevant to their mission.

5. Present your ideas to your organization

We wrote down a version we all agreed on based on the guidelines we set, and we presented them to key stakeholders like Management, Product and Developers to get feedback, buy-in and approval.

6. Enlist marketing to spread the message

We then turned to the help of our friends on the marketing team to ensure our message was clear to us and to the world. Together, we settled on catchy and playful titles plus sharp and precise explanations to always refer to. The result? We created something to feel proud to hang alongside our UX personas around the office walls.

What are our design principles?

There for you

From novice to expert, our solution’s UX guides our customers to become truly customer-centric.

If a Customer Success Manager at Usabilla were to ask, “Why did you choose to visualize this metric in this way?”…this is a scenario where our UX team could answer with a design principle.

Smart presets and great flexibility

Our solution works out of the box, yet is easy to adapt to the customer’s workflow and goals.

If a Product Owner at Usabilla were to ask, “Why can’t we give the user an open stage and let them use Usabilla in any way they want?”…this is a scenario where our UX team could answer with a design principle.

Serious with a spark

Working with our solution is efficient and clear, yet delightful.

We could answer with this design principle in a scenario where a Developer at Usabilla might ask, “Why should I spend time on this animation?”

Design for tomorrow

Together with our customers, we look ahead to come up with ideas that support their future use cases and scenarios.

If the CEO at Usabilla were to ask, “Why do we need a whole concept team to take the time to think about voice assistants?”…we could answer with this principle for instance.

Working together

Our solution integrates well within the customer’s workflow and other solutions in their product suite.

If a Designer at Usabilla were to ask, “Why should we integrate our product with other solutions?”…we could answer with this principle.

What now? Any tricks to ensure you live up to these principles?

After sharing your design principles with key stakeholders, all you have to do is share them with the rest of the company and with your customers. By hanging them on the walls of the office, you can always have a present and strong guideline for your decisions, saving time and creating efficiencies in the design process.

So spread the word. Educate your organization to become more design-centric at every level with a strong set of design principles that you can always count on.

To read more blogs in the User-Centric Mindsets Series, click below!

User-Centric Mindsets

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Online- und Offline-Kundenreisen miteinander verbinden https://usabilla.com/blog/online-und-offline-kundenreisen-miteinander-verbinden/ https://usabilla.com/blog/online-und-offline-kundenreisen-miteinander-verbinden/#respond Thu, 02 May 2019 10:02:37 +0000 https://usabilla.com/blog/?p=21260 Da die heutigen Verbraucher öfter ihre Smartphones konsultieren, als in Geschäfte zu gehen, fällt es Einzelhändlern oft schwer, die Online- und Offline-Shopping-Reise auf eine gemeinsame Linie zu bringen.  Natürlich liegt es auf der Hand, dass sich diese oft kreuzen, doch

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Da die heutigen Verbraucher öfter ihre Smartphones konsultieren, als in Geschäfte zu gehen, fällt es Einzelhändlern oft schwer, die Online- und Offline-Shopping-Reise auf eine gemeinsame Linie zu bringen.  Natürlich liegt es auf der Hand, dass sich diese oft kreuzen, doch es ist nicht einfach, das perfekte Shopping-Erlebnis auf allen Kanälen zu gewährleisten.

Obwohl moderne Käufer über verschiedene Medien Kontakt zu Einzelhändlern aufnehmen, haben sie im Grunde genommen doch nur ein Ziel: das zu finden, was ihnen gefällt, und es schließlich zu kaufen. Ob dieses Ziel im Geschäft oder auf deiner Webseite erreicht wird, spielt keine Rolle, solange deine Kunden den Kauf tätigen.

Für Einzelhändler, die im heutigen Markt ihren Umsatz steigern und gleichzeitig ein erstklassiges Kundenerlebnis bieten möchten, haben wir hier ein paar Tipps zusammengestellt.

1. Bereichsübergreifende Teams

Beim Bau der erforderlichen Brücke zwischen der Online- und der Offline-Welt geht es um organisatorische Veränderungen und um eine Strategie, wobei letztendlich alles auf den Menschen hinausläuft.

Glücklicherweise sehen wir bei vielen Unternehmen eine Veränderung und stellen fest, dass sie sich von einem Inside-Out-Ansatz zu einem Outside-In-Ansatz entwickeln. Das bedeutet, dass sie sich in die Lage des Kunden versetzen und das Unternehmen aus der Perspektive derjenigen betrachten, die den Kauf tätigen. Natürlich ist es toll, wenn sich Unternehmen in die Kunden hinein versetzen, jedoch arbeiten viele Teams dabei immer noch in Silos.

Und so könnte das aussehen:

  • Der Kundendienst erkundigt sich per Mail beim Kunden, ob dieser seine Bestellung rechtzeitig erhalten hat.
  • Die Marketing-Abteilung befragt die Kunden über Twitter, welche Produkte bei ihnen besonders gut ankommen.
  • Die Produktion erörtert die Vor- und Nachteile einer Online-Bestellung anhand von Feedback-Formularen.

 

Die von jedem einzelnen Team erhaltenen Einblicke sind relevant, doch sie werden oft nicht miteinander geteilt oder zumindest nicht auf umfassende Art und Weise genutzt, um zu einem allgemein besseren Kundenerlebnis beizutragen. Vom Kundendienst über die Marketing-Abteilung bis hin zur Produktion ist es extrem wichtig, Menschen aus verschiedenen Disziplinen mit an Bord zu holen, um sicherzugehen, dass die Kundenfokussierung ein übergeordnetes Ziel ist.

Das könnte auch bedeuten, dass ein separates, bereichsübergreifendes Team aus Vertretern der einzelnen Abteilungen zusammengestellt werden muss. Dieses „Kundenerlebnis-Dreamteam“ muss bereit dafür sein, das Unternehmen für die Kundenreise, sowohl offline als auch online, verantwortlich zu machen. Der Vorteil liegt darin, dass Team-Entscheidungen kontrolliert werden und Erfahrungen mit den richtigen Personen geteilt werden können.

2. Daten zusammenführen

Es wird nicht mehr lange dauern, bis die Relevanz des Kundenerlebnisses die Relevanz von Preis und Produkt übertroffen hat. Einblicke in die Erfahrungen einer Kundenreise zu erhalten ist heute daher wichtiger den je, doch es kann schwierig sein zu wissen, wo man anfangen soll.

Um wie oben beschrieben Brücken zwischen Team-Zielsetzungen zu bauen, ist es oft hilfreich, zunächst gemeinsame Ziele in Hinblick auf das Kundenerlebnis festzulegen. Diese Ziele können definiert werden, indem man die richtigen Fragen stellt und versucht zu verstehen, an welchen Stellen Verbesserungsbedarf besteht. Bei Usabilla passt der Begriff „Fragen“ zum ersten Schritt des Rahmenplans Fragen, Analysieren, Handeln, den wir nutzen, um Feedback von unseren Kunden zu erhalten.

Dem Usabilla-Kunden KLM hat das Fragen nach Kunden-Feedback zum Beispiel gezeigt, dass bestimmte Funktionen in seiner App fehlten, die aber bereits in anderen Apps und auch auf seiner Webseite vorhanden waren. Dieses Feedback bietet dann die Basis für eine kanalübergreifende Homogenität und starke, bereichsübergreifende Ziele, um ein besseres Kundenerlebnis zu ermöglichen.

Die unten abgebildete Kundenerlebnis-Pyramide zeigt weitere Metriken, die Teil des Heiligen Grals für das Sammeln von Daten direkt von deinen Kunden sind.

So wie du dafür sorgen solltest, dass all deine Teams synchronisiert sind, solltest du auch darauf achten, während der gesamten Kundenreise Feedback einzuholen.

3. Gemeinsame Ziele und Leistungskennzahlen

Nun, wo du Einblicke durch deine Kunden erhalten hast, solltest du die Probleme „Analysieren“ und entscheiden, welche von ihnen Priorität besitzen. Stelle die Kundenreise grafisch dar oder nutze eine Matrix, um festzulegen, was wichtig ist und wie viel Aufwand für die Behebung des Problems nötig ist. Transparenz schaffen ist der Schlüssel zum Erfolg. Auch wenn du nur für einen ganz bestimmten Bereich verantwortlich bist, ist es dennoch extrem wichtig, einen Überblick über die gesamte Kundenreise zu behalten.

Der in den USA ansässige Usabilla-Kunde Hibbett Sports stellt einen interessanten Fall dar. Nach fast 70 Jahren Firmengeschichte ohne jegliche Online-Präsenz führte das Unternehmen schließlich seine erste E-Commerce-Seite ein. Um die Online-Kundenreise zu testen und Probleme auf umsetzbare Art und Weise anzugehen, nutzen die Mitarbeiter intern Usabilla

„Auf diese Weise haben wir eine wichtige Starthilfe für unseren Live-Launch erhalten, denn das Feedback war in dieser Anfangsphase extrem effektiv.“
Steve Schulte, Manager im Bereich Digital Analytics bei Hibbett

Mit den richtigen Einblicken kannst du dann schließlich „Handeln“, beziehungsweise Veränderungen umsetzen. Durch die Integration der Ergebnisse in vorhandende Workflows kannst du den richtigen Personen dann Aufgaben zuweisen. An dieser Stelle kommt dann dein bereichsübergreifendes Kundenerlebnis-Dreamteam zum Einsatz. Mithilfe von kurzen und agilen Prozessen innerhalb dieser Umsetzungszyklen kannst du tolle Kundenreisen weiterverfolgen.

Letztendlich…

Ein überzeugendes Kundenerlebnis ist der Weg nach vorne. Sobald du realisiert hast, dass du es mit demselben Kunden zu tun hast, der unterschiedliche Wege bereist, kannst du das Erlebnis als Ganzes betrachten, indem du das Online- und das Offline-Kundenerlebnis gleichzeitig sicherstellst.

Wenn dir Zweifel kommen, denke immer daran, warum du das Kundenerlebnis in den Mittelpunkt stellen solltest:

  1. Es stärkt deine Position gegenüber der Konkurrenz
  2. Es sorgt für treue Kunden und bietet kostenlose Mundpropaganda
  3. Die Bedürfnisse der Kunden steigen/es wird immer schwerer, die Erwartungen der Kunden zu erfüllen
  4. Es ist schön, das Leben Anderer einfacher zu machen

Denke daran, Ziele und Erfolge intern zu teilen, aber involviere auch deine Kunden, damit diese dir auch weiterhin umfangreiches Feedback liefern. Du brauchst noch mehr Gründe, die für ein tolles Kundenerlebnis sprechen? Dann schreib uns doch einfach auf Twitter unter @usabilla.

 

New Call-to-action

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Redesigning Usabilla’s Feedback Form https://usabilla.com/blog/redesigning-usabillas-feedback-form/ https://usabilla.com/blog/redesigning-usabillas-feedback-form/#comments Mon, 22 Apr 2019 19:57:34 +0000 https://usabilla.com/blog/?p=21215 About the User-Centric Mindsets series: Product Design and the people behind it are the bread and butter to great user experiences for your organization. With this series, we’re digging into UX Design with none other than our own Usabilla Product Designer

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About the User-Centric Mindsets series:
Product Design and the people behind it are the bread and butter to great user experiences for your organization. With this series, we’re digging into UX Design with none other than our own Usabilla Product Designer Gal Agmon. Sit tight as we dive into everything from accessibility in feedback forms to creating the right design principles.

One of the coolest experiences I’ve had as Usabilla’s Product Designer is seeing the feedback form I designed live on some of my favorite brand’s sites.

For instance, I use Europcar quite often. For a recent road trip through Italy, I went on their site and I was able to click on the Usabilla feedback button and see my design! It always makes me happy to see the form that fits their brand look and feel.

 

I’m also a huge fan of MailChimp for my personal projects. They have an amazing implementation of the new Usabilla feedback form.

Usabilla allows our customers to collect feedback across multiple channels: apps, web, email, in-page feedback, slide-outs, full-screen surveys, links to recruit participants to longer surveys, as well as general feedback.

We offer many ways to collect feedback, which all use some version of a feedback form. Previously, the design of the form varied across the channels (email, web, in-page, and mobile). It was about two years ago that I was given the great task to create a fresh, unified new style for the Usabilla feedback form. 

Challenge accepted!

Here’s how I unified and redesigned the feedback form:

The Usabilla feedback form is the heart of our solution. It is the way end users interact with Usabilla and provide their insights to our customers. It has to be smart, user-friendly and beautifully designed.

We are all about unification lately, because it really doesn’t matter where your users want to leave feedback, the experience should always be the same.

Why? Well, unification elevates the feedback experience by providing consistency and fluidity to the end user. Consistency in the digital experience is paramount to the end user’s satisfaction, encouraging them to leave feedback again because the experience was easy to use regardless of channel.

Imagine one user–let’s call her Rita–finds a bug while booking an appointment online. She initially leaves feedback about it via Usabilla’s feedback form. After her appointment, she gets an email with a link to a post-transaction survey measuring her satisfaction. Later, she opens the company’s app to look up an article and finds an in-page widget. All of those various forms for Rita’s feedback have to look and feel like the same experience so Rita has a simple and rational experience that makes her want to leave feedback again.

Unification and Customization

Because our software is used by various customers across their digital experiences, it’s important that they can customize all surveys, widgets, and forms to appear in the same quality. They can adapt the colors, shape, font, logo, etc. to fit their brand guidelines, language, and philosophy.  

Sounds easy enough, right? So then, why was this such a huge challenge?

We had to balance customizability to fit brand needs without losing Usabilla’s user-friendly look and feel and we needed to prepare for a plethora of limitations in our design choices. Animations needed to be very light, designs had to display in a wide variety of browsers and devices, while also staying accessible and highly customizable.

Before Redesign: Gathering Feedback

As part of the refresh of the feedback form, I decided to give the Usabilla smileys a fresh and modern look. Smileys are integral to understanding customer sentiment. TNW reports, scientists have discovered that when we look at a smiley face online, the same parts of the brain are activated as when we look at a real human face. Using emojis in our feedback forms allows end users to easily leave their sentiment.

 The old version of the Usabilla feedback form

I browsed through the countless number of emojis out there and analyzed the range of emotions users feel about digital experiences in order to find the most representative smileys.

Then, I sketched different smiley options and sent out a randomized survey asking all sorts of users which smiley best represented which emotion, and which emotion best represented unique digital experiences. For example, does a bug at checkout make you sad, angry, or frustrated? Which smiley best describes that feeling?

We made sure the smileys were also globally understood as we operate in 139 countries. What looks like “angry” for one culture might be completely different in another.

Lastly, the smileys needed to work in every color that fit the customer’s brand.

Once we gathered feedback on the new feedback form smileys, we were ready to tackle each challenge in unifying the design.

Limitations and challenges in redesigning the feedback form

Challenge 1: The new design needed to cater to over 450 customers and fit each brand’s unique needs.

Solutions: Design principles for color, font, and style.

  1. Colors

The customer is able to choose the background color, text color, button color and the accent color that is used in all the form elements. Still, I needed to have some base colors for the elements like different shades of gray that could be used for the borders and shadows that would work with various background colors.

  1. Fonts & Sizing

In order to allow customers to choose their own font size, I used an EM ratio that would keep a consistent relationship between the titles and the text based on their preferred base size. Still, I pre-selected an input font with a fixed size to optimize readability for the end user – that was something we couldn’t compromise on.

  1. Style

One of our design principles is playful, which is a huge part of the Usabilla brand and personality. I wanted to keep that by using micro-interactions and animation.

In order to achieve the perfect balance between too much animation (there is such a thing and it can be very disruptive!) and a bland, unengaging amount of animation, I defined some guidelines and personality to the animation behavior.

The process of giving feedback should be as natural as a flow of conversation. It needs to be clear and straightforward, avoiding unnecessary movements. I aimed to make the process of leaving feedback fun and playful but not silly. The behavior should feel human, the movements aligned with the laws of gravity and all the interactions made with the same logic.

My main objective in using micro-interactions was to guide the user to the next step and to show the relationship between elements.

Also, to facilitate customizability I designed two default visual styles, a playful rounded corner style, and a serious look and feel with sharp edges.

Challenge 2: The design needed to address accessibility best practices with each element of the new feedback form.

Solution: Consider and update established principles of accessibility at the beginning of every new design.

At Usabilla, we believe all users should be able to leave feedback on their digital experiences and so do our customers, which means we need our platform and our feedback forms to be highly accessible. After all, you can’t be truly customer-centric when excluding 15% of the world population.

It’s one of the many roles of a Product Designer to watch out for users with disabilities in each step of building a product. A developer can make accessibility work, but it’s the Product Designer that must first think about it. That is, if you want to do development on a design that’s not accessible, it simply won’t be accessible.

Accessibility is an ongoing effort, and can always be improved. To read more about how I designed the new feedback form with accessibility in mind, check out my second article in the Design Series, outlining the ingredients for accessible design, including color contrast, keyboard navigation principles, semantic HTML and more.

Challenge 3: With clients all over the world and over 500 million feedback items processed per day, adaptability was critical.

Solutions: Emphasis on consistency, responsiveness, and RTL Reading.

  1. Maintaining Consistency

The two things I had in mind with every decision I made was that I had to redesign 11 components that appear in 6 types of forms across all the different channels of feedback collection.

You might be thinking: wait, what? Let me explain. Our customers have quite some flexibility in designing their feedback forms, picking and choosing which elements they want to include across their various channels. Elements included mood score and star rating, NPS and rating score, tags, text input field, dropdown, radio button, checkboxes and more. I had to keep in mind the relationships between various elements in the feedback form, and how forms differ on apps versus desktops so that everything would flow together.

Note the micro-interactions here. Subtle yet playful animations add engagement and fluidity to leaving feedback.

  1. Responsiveness

Usabilla’s software is used globally by over 450 brands. That means our product has to work with very different browser types or digital experiences. Think Mozilla Firefox, Google Chrome, Edge, Internet Explorer, Safari, and more. The form has to be extremely responsive to different digital environments. As a Designer, it’s a welcome challenge as it presents a new set of digital principles to follow.

  1. RTL Reading

Some of the brands we work with use RTL type instead of standard English left-to-right (LTR). Luckily for me, I speak Hebrew and am very familiar with RTL reading. My background definitely helped me design for this facet of adaptability in redesigning the feedback form, as I kept RTL reading top-of-mind in the design process. That way, we never had to go back and make changes to the design for different clients, the new feedback form seamlessly rolled out and was adaptable to any language reading type.

Some last thoughts

The feedback form is where Usabilla meets “face-to-face” with the end user, allowing them to leave their thoughts, opinions, and insights for the brands we have as customers. I was so excited to take on this project and design an even better feedback form that facilitated seamless feedback collection. The new form has been live for 2 years now!

As a company whose software is dedicated to making user experiences more human, more engaging, and more seamless–customizability, accessibility, and adaptability are paramount to our design.

If you’re a Usabilla customer and haven’t updated your feedback form to the new theme yet, get in touch with your CSM to get on board!

To read more blogs in the User-Centric Mindsets Series, click below!

User-Centric Mindsets

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How Genesys Improves Documentation and Support with Feedback https://usabilla.com/blog/genesys-improves-documentation-support-feedback/ Thu, 18 Apr 2019 15:21:57 +0000 https://usabilla.com/blog/?p=21180 In a sea of product information and technical documentation, users need information that is relevant to their goals. How does a company with both cloud and on-premises solutions ensure they are delivering optimal service? We explored how Genesys is working

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In a sea of product information and technical documentation, users need information that is relevant to their goals. How does a company with both cloud and on-premises solutions ensure they are delivering optimal service? We explored how Genesys is working with our Voice of Customer solution to deliver useful content to their clients.

Genesys is a global leader in customer experience and contact center solutions, trusted by over 10,000 companies to drive business outcomes and create lasting relationships. Combining the best of technology and human ingenuity, they build intuitive products that foster true omnichannel engagement, both in the cloud and on-premises.

In our conversations with Jody Nabuurs, Marudhu Pandian, Kevin Kuhns, and Sonya Mullins on the Information Experience team at Genesys, we found some unique implementations of Usabilla on technical documentation websites for their PureConnect and PureEngage platforms.

New features, new feedback

Recently, Genesys developed an in-house search engine on their documentation site. In order to let users know that the search engine was new, provide instructions, and get their initial thoughts, they ran a targeted micro-survey campaign through Usabilla.

They asked users to rank the topics that were most relevant to their inquiries and asked how the new search engine was working for them. Feedback from Genesys customers included insights such as top keyword search terms and the ease of accessing documents. Marudhu then passed the feedback along to the development team, who would use this feedback to make necessary adjustments to the search engine functionality.

Since Usabilla directly integrates with JIRA, Genesys’ Information Experience team is working on a swift implementation that will enable them to create tickets for actionable items from Usabilla feedback at the click of a button. This will speed up the process for improving the search functionality and handling technical issues.

Real-time engagement

With Usabilla, the Information Experience team at Genesys tracks feedback items so they can answer any search issues or technical problems in real-time.

Previously, the team worked with a platform where they had to create lengthier surveys for clients and endure a manual process of analyzing individual survey data, rather than in aggregate. With over 28,000 pages of content (which include user guides, videos, API documents, and more) and 42,000 active users in any 30-day period, a manual process of collecting and analyzing Voice of Customer data was an impediment to their work.

“No one has the time, nowadays, to fill out lengthy feedback forms. It is very important that the process of obtaining feedback is not time-consuming and is timed right. Usabilla helps us do exactly this.” Marudhu Pandian, Staff Technical Writer, Genesys

With Usabilla, they have shifted to automation, receiving real-time feedback that is automatically aggregated by our technology. With the ability to create short and pointed surveys that are accordant to their users, they receive relevant insights without the need to complete manual analysis. Automatic analysis on mood-rating and sentiment also allow them to see trends in their feedback, which they can take immediate action on.

Reducing support calls and closing the loop

Since Genesys hosts thousands of articles, the technical writers use embedded in-page feedback on each one as a quick and easy way to capture feedback. Embedded feedback (a small widget underneath the article) provides a channel for users to give immediate feedback on specific documentation, rather than taking their concern to the call center.

In a particular example, a customer wasn’t able to find what they were looking for in the technical documentation after a new feature update was released. By providing feedback within the page in the embedded form, a technical writer could quickly consult the development team on how to proceed. The writer responded to the customer with advice, ensuring that the customer was able to proceed with the process, and updated the documentation accordingly.

The positive effects of this example are three-fold: First, the customer didn’t have to make a call to Support, saving time and resources for the Customer Care team. Second, if the customer had called Support, the technical writers may have been unaware of a necessary documentation update, causing the cycle to repeat. Third, with the ability to identify customers based on user variables or email address, the technical writer can close the loop with the customer to make sure they achieved their goals.

“It is great to know when your content has helped your users solve a problem or achieve a goal.  Usabilla serves as a channel of interaction with our customers and has helped us effectively identify and address pain points.” Jody Nabuurs, Senior Technical Writer, Genesys

 

Key Learnings

After implementing Usabilla on the technical documentation sites about a year ago, the number of responses that Genesys’ Information Experience team has received has been steadily increasing. This enables them to regularly identify areas of improvement across their multiple offerings. Here are a few key learnings thus far:

  • Segmentation: Due to the large volume of feedback on documentation, Usabilla enables the Information Experience team to group issues into categories, which provides an organized and clear picture of the number of issues in each category.

 

  • Defining trends: Within each segment, Genesys’ Information Experience team is able to define trends by analyzing the feedback through various metrics within Usabilla. The Usabilla dashboard gives the team an overview of sentiment ratings and response rates and allows them to export all the raw data to complete further analysis.

 

  • Working closer with tech support and developers: The team that works directly with the documentation pages are the technical writers, but in many cases, there are issues that must be addressed by other teams. Usabilla enables the Information Experience team to properly tag those issues to the right teams, such as the Customer Care team, who provide technical support to customers, and development teams.

 

  • More frequent updates: All of the documentation pages have feedback options powered by Usabilla. Genesys’ Information Experience team uses this data to constantly improve and update content on pages identified as not very helpful. The responses help the technical writers better understand what their readers like, what they want more of, and what they think could be better.

 

With our Voice of Customer platform, the Information Experience team can interact directly with their users on a regular basis, and bring in the Customer Care and development teams when needed. Being a customer experience platform of their own, Usabilla helps Genesys to constantly improve service quality and delivery, as well as the digital experience for their clients.

The post How Genesys Improves Documentation and Support with Feedback appeared first on Usabilla Blog.

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Entwicklung des digitalen Reifegrads: Ein Interview mit Nespresso https://usabilla.com/blog/entwicklung-des-digitalen-reifegrads-ein-interview-mit-nespresso/ Fri, 12 Apr 2019 16:48:01 +0000 https://usabilla.com/blog/?p=21174 Das Unternehmen Nespresso, das 1986 gegründet wurde und seinen Hauptsitz in der Schweiz hat, gehört zu den weltweit führenden Kaffeemarken und bietet seine Produkte mittlerweile in über 70 Ländern an. Als Unternehmen, das die Bedürfnisse der Kunden stets in den

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Das Unternehmen Nespresso, das 1986 gegründet wurde und seinen Hauptsitz in der Schweiz hat, gehört zu den weltweit führenden Kaffeemarken und bietet seine Produkte mittlerweile in über 70 Ländern an. Als Unternehmen, das die Bedürfnisse der Kunden stets in den Mittelpunkt stellt, hat es sich Nespresso zum Ziel gemacht, die nächste Stufe des digitalen Reifegrads zu erreichen.

Ela Çelebi, E-Commerce Analyst Nordics, hat sich mit uns zusammengesetzt, um uns zu erklären, wie Usabilla das Unternehmen Nespresso dabei unterstützt, Feedback einzuholen und zu bewerten, um das wahre Erlebnis seiner Kunden nachzuvollziehen und herauszufinden, an welchen Stellen Verbesserungen vorgenommen werden könnten.

Würden Sie sagen, dass Nespresso ein Unternehmen ist, das bereits einen hohen digitalen Reifegrad aufweist? Und wenn ja, was zeichnet diesen Reifegrad aus?

Wir bei Nespresso geben unser Bestes, um bei den Trends und Bedürfnissen der Kunden, die sich sowohl im digitalen Bereich als auch offline abzeichnen, immer auf dem Laufenden zu bleiben. Ich bin sicher, dass es Aspekte gibt, die uns zu einem digital reifen Unternehmen machen, aber natürlich gibt es auch noch Bereiche, in denen wir unsere Services verbessern sollten.

Unsere besonders guten Leistungen im E-Commerce und bei anderen digitalen Services sind hauptsächlich auf unsere engagierten Teams zurückzuführen. Die weltweiten Teams von Nespresso arbeiten eifrig darauf hin, neue Services und Funktionen im digitalen Bereich anzubieten. Die größte Hilfe bei der Bewältigung neuer digitaler Herausforderungen ist stets unsere datengesteuerte Denkweise.

Kundenfokussierung zählt zu den wichtigsten treibenden Kräften bei der Durchführung einer digitalen Transformation. Auf welche Art und Weise fand diese Transformation in Ihrem Unternehmen statt?

Als Kaffee-Marke haben wir eine etwas andere Beziehung zu unseren Kunden. Unsere Kunden werden Teil unseres Treueprogramms und bleiben uns viele Jahre lang treu, wodurch wir die Möglichkeit haben, ihren Bedürfnissen zu folgen.

Außerdem sind wir dank unserer Multi-Kanal-Präsenz und unseres Kundenservice stets in Kontakt mit unseren Kunden. Dabei versuchen wir unseren Kunden neue Möglichkeiten zu bieten, um uns Feedback zu unseren Services zu hinterlassen. Wir nehmen jedes einzelne Feedback sehr ernst und versuchen neue Wege zu finden, um die Bedürfnisse unserer Kunden noch besser zu erfüllen.

Bessere Kundendaten und besseres Verständnis der Kundenreise gehören zu den wichtigsten Prioritäten fast aller Führungskräfte. Welche Schritte unternehmen Sie/unternimmt Nespresso, um Ihre/seine Kunden besser zu verstehen?

Zuallererst arbeiten wir mit den Daten, die unsere Kunden uns freiwillig zur Verfügung stellen. Bessere Daten beginnen mit einer besseren Datenerfassung. Diese Kundendaten sollten viele verschiedene Ebenen und Eigenschaften aufweisen. Sie sollten Aufschluss über die Bedeutung geben, die dahinter steckt, und gemeinsam eine Geschichte erzählen.

Der Begriff „Big Data“ gehört nicht zu meinen Lieblingsbegriffen, allerdings glaube ich an „Deep Data“ wobei es sich um Daten handelt, die dem Marketing die Möglichkeit geben, die Geschichte von Kunden zu erzählen, die mehr als nur Zahlen sind. Wir benötigen nicht die E-Mail Adresse jedes einzelnen Besuchers, sondern nur genug Informationen darüber, wie unsere Produkte und Services wahrgenommen werden.

Warum interessiert sich Nespresso für die Meinung seiner Kunden?

Von den frühen Morgenstunden an gehören wir zum Alltag unserer Kunden. Wir möchten besondere Momente für sie schaffen, die zu alltäglichen Gewohnheiten werden und einen Teil zu ihrer Lebensqualität beitragen. Jede Beeinträchtigung dieser Momente kann die Erfahrung, die Kunden mit unserer Marke machen, verändern. Um sicherzugehen, dass es zu keinen Beeinträchtigungen kommt, schenken wir jedem einzelnen Nespresso-Kaffeetrinker unser Gehör.

Welche Rolle spielt User-Feedback in Ihrer Unternehmensstrategie?

Feedback kann die Gestaltung unserer Kampagnen und die Veröffentlichung neuer Funktionen stark beeinflussen. Oft müssen wir bestimmte Projekte priorisieren und das Feedback unserer Kunden zeigt uns, welche Projekte dazugehören sollten.

Ich sollte auch noch erwähnen, dass das Kunden-Feedback die beste und schnellste Möglichkeit ist, um Probleme zu beheben, wenn uns Fehler unterlaufen oder es Bugs bei unseren Services gibt.

Inwiefern beeinflusst und verbessert das Feedback Ihrer Kunden Ihre aktuellen Prozesse?
Zum Beispiel UX (Benutzererlebnis), CRO, Scrum, neue Produktentwicklungen etc.

Dank des Kunden-Feedbacks können wir das wahre Erlebnis unserer Kunden nachvollziehen. Sie beschreiben das Erlebnis mit ihren eigenen Worten, bedanken sich bei uns oder erzählen uns von besseren Möglichkeiten für Online-Services.

Im E-Commerce erhalten wir normalerweise mehr Feedback für sehr positive und sehr negative Erfahrungen. Unsere Aufgabe besteht darin, die negativen Erfahrungen zu minimieren und in positive Erfahrungen zu verwandeln. Indem wir unseren Kunden zuhören, können wir sofort erkennen, wo und wie wir dies tun können.

Nutzen Sie Usabilla/Benutzer-Feedback auch mit anderen Tools?
Zum Beispiel Feedback zu Bug-/Kunden-Management-Systemen weiterleiten, Validieren von A/B-Tests etc.

Ich bin davon überzeugt, dass die Implementierung von Tools uns dabei hilft, Einblicke gesamtheitlich zu betrachten und zu vergleichen, und bei bestimmten Funktionen eine bessere Weiterverfolgung zu ermöglichen. Aufgrund unserer komplexen und globalen Präsenz, müssen wir bei Nespresso noch daran arbeiten.

Welche waren Ihre bisher besten Ergebnisse/größten Erfolge, seitdem Sie mit Benutzer-Feedback arbeiten

Es gibt unzählige Erfolge, einer davon ist definitiv die unglaublich schnelle Behebung von Bugs. Außerdem ist es uns jetzt möglich, die Erfahrungen unserer Kunden hinsichtlich sämtlicher Geräte-Kombinationen, Zahlungsmodelle, Versand-Entscheidungen, unterschiedlicher Browser, Kampagnen und Produkte weiterzuverfolgen. Ich glaube jedoch fest daran, dass uns das Benutzer-Feedback dabei hilft, unsere quantitativen Daten zu verstehen.

Natürlich waren wir in Sachen Google Analytics Daten immer auf dem neusten Stand. Wir kannten die Antworten auf sämtliche Fragen, allerdings konnten wir das „Warum“ nicht immer bestimmen. Das Benutzer-Feedback hilft uns jetzt dabei, damit wir das liefern können, worum wir von der Nespresso-Community gebeten werden.

Können Sie ein bestimmtes Beispiel nennen, bei dem Benutzer-Feedback eine wichtige Rolle gespielt hat? Zum Beispiel das Finden eines teuren Bugs, über den Sie nicht informiert waren oder die Hilfe bei der Validierung einer neuen Funktion etc.

Ja, in einigen Fällen verlief unser Kampagnen-Setup nicht ganz so wie geplant, wovon dann einige unserer Kunden oder verschiedene Warenkörbe auf unseren Webseiten und Apps betroffen waren. Dank der Informationen, die wir von Benutzern erhalten haben, die ein Feedback geben wollten, konnten wir herausfinden, welcher Bug genau vorlag, und konnten diesen schnell beheben.

Außerdem können wir dank des Benutzer-Feedbacks auch oft Probleme in Bezug auf Kundenerlebnisse beheben. Das, was wir planen und entwickeln, ist leider nicht immer das, was unsere Benutzer sehen. Das Benutzer-Feedback gibt uns die Möglichkeit, uns einen Moment lang in die Lage der Kunden zu versetzen und diese voll und ganz zu verstehen.

Welche Ratschläge würden Sie anderen Unternehmen geben, die ihren digitalen Reifegrad verbessern möchten?

Neue Innovationen werden immer Anlass für neue Funktionen sein, doch was immer Sie auch in Ihren Services implementieren, versuchen Sie es vollständig funktionsfähig zu machen, um die Wünsche Ihrer Kunden zu erfüllen. Stellen Sie die Bedürfnisse Ihrer Kunden in den Mittelpunkt und finden Sie neue Möglichkeiten, um eine wechselseitige Kommunikation mit ihnen aufzunehmen. Vielleicht möchten sie keine Lieferung per Drohne oder sprechende Kühlschränke. Vielleicht sind sie auf der Suche nach mehr Informationen zu Produkten in Form von Videos oder wünschen sich eine bessere Verfügbarkeit der Services.

Es wird immer atemberaubende, neue Innovationen geben. Wenn Sie nicht leichtfertig Entscheidungen darüber treffen möchten, was Sie implementieren möchten und was nicht, fragen Sie die Menschen, die Ihre Services in Anspruch nehmen, denn sie werden Ihnen sagen, was sie möchten.

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