How Stays Customer-Centric Without Taking Stabs in the Dark

5 min read

Last week we chatted with Chrystal Jaeger, UX/UI Designer & Researcher at, the world’s largest online-only home improvement company, where she manages their Usabilla feedback and spearheads many of the company’s customer-centric efforts.

More insights from the interview can be found in’s Success Story here

Hi Chrystal! Thank you so much for chatting with us. Can you tell us about your role and responsibilities at

Sure! I’m a UX Designer and Researcher. I do everything from understanding the problems our users are experiencing to finding the solutions.

What ways are you currently using Usabilla?

I’m always monitoring the feedback, I spend a lot of time, on average 4-6 hours a week in Usabilla, tagging and analyzing feedback. For the whole company, we send all of our feedback to a hipchat  [our means of internal communication] room. Anybody who wants to look at all the feedback as it comes in can and does, and they’ll leave comments or tags. For example, our support team follows the hipchat thread and they investigate and make tickets as they see necessary.

Wow, that’s an awesome way to share customer feedback throughout

It’s really great that anybody who is concerned about customer feedback in the company can keep an eye on it all day long.

How do you share customer insights from Usabilla feedback to others at

Every three months I filter down the feedback by categories and put together a 3-5 page report with commentary, graphs, and visuals. I measure quarter over quarter what major roadblocks to customer satisfaction our customers are experiencing. I talk about what we’ve learned, what’s been improved since my last report, what’s grown, and what are our potential problems. It’s pretty high level — sometimes I can say pretty well, “this is the problem” but a lot of times it’s clear there’s something going on that needs to be looked into further; usually, there’s a second level of research that needs to happen around it.

Usabilla helps me know for certain if I’m identifying the correct problem so I don’t have to take stabs in the dark.


What does your daily workflow look like?

We have some auto-tagging setup, but we also tag feedback more specifically. We have multiple product teams, so every piece of feedback is going to roll up to a product team that’s in charge of one area of focus.

We tag things pretty generally, maybe if its a checkout issue we’ll tag it “checkout” or “finding products” or “account” and then go into the more specific issues within these high-level tags – for example, check out issues might be specified as: “PayPal” or “form-field errors”

What are some goals or tasks you use Usabilla to accomplish?

It changes based on what I’m working on at the moment. One project I’ve been working on for quite an extended period of time is our returns flow. We’re essentially redesigning everything about our returns process.

Back, in the beginning, we simply set up a Usabilla survey at the end of the returns flow to identify what the biggest problems were and get a customer satisfaction rating. Now we’re getting feedback at two different parts of the flow with surveys at the end of the returns flow, and at the very end of the user experience — once they’ve received their refund.

Now that a lot of our changes have been made, we’re using these surveys to measure the impact our changes have made to customer satisfaction, while also giving our users a place to give us specifics on what they would like to see improved.

For the returns process, what were some insights you found?

One thing I found just yesterday was that we didn’t have quite enough return reasons. We tried to be general, but I figured out that our customers really want to be able to give their specific reason, that’s important to them to feel safe & secure. And perhaps if their reason for return isn’t on the list, instead of just selecting something that’s close,  they’ll call in to set up their return. But we’d prefer to just do that online, so we added different return reasons.

Are you integrating with any other Voice of Customer technology?

I take the IP address from anybody who gave a low rating, and I use session replay software to watch their session to see specifically what went wrong and why their flow was disrupted in order to really understand their situation.

Was there a particular situation where feedback made an impact on

Usabilla’s been really useful to me with demographic questions. For example, how many of our consumers are working with professionals and how many are trying to figure this all out on their own? How can we best take care of each type of customer? What are the demographics of our site?

It’s so easy to launch questions and learn about a demographic or learn how satisfied they are with information on a given page or tool. Within 24 hours we’re starting to get a good chunk of information and by a week I feel that our data is statistically significant. It has really helped us inform a lot of our direction and decisions.

Have you noticed any improvements in productivity since using Usabilla?

I think it’s a really fast way to get information. Usabilla helps me know for certain if I’m identifying the correct problem so I don’t have to take stabs in the dark. I know what the problem is so I can just tackle it and make changes and immediately measure those changes to see if we were able to move the needle — that saves a lot of time.

Thank you so much for your time! We really appreciate it. Before we say goodbye, do you have any advice for those considering using Usabilla?

I think it’s an amazing tool. It’s simple and it’s easy to use, I can launch a survey in a couple of minutes and it really helps me feel confident in the choices we’re making and the direction we’re going. With the qualitative and quantitative feedback, it’s the best of both worlds.