This project addressed the lack of actionable information being received from the existing feedback form. My job was to investigate why we weren't receiving quality information and to update the form to optimize feedback.
I began with heuristics evaluation and researched how other companies used their feedback forms. I moved on to interviews and contextual inquiries, reaching out to different departments and customers before sketching out initial designs.
- Contextual inquiry
- Competitive Analysis
- Observational research
- User testing
This feedback form needed a new look, feel. There was also a strong need to rethink the system that captured and organized incoming feedback.
After interviewing different stakeholders and gathering customer feedback I found a few issues with the existing feedback form;
1. It was hard to find in the existing UI
2. It had too many sections and was overwhelming for users to fill out.
3. There seemed to be a level of distrust on the user's side, some people assumed that no one was looking at customer feedback.
4. Customer care reps had no way of organizing and prioritizing the feedback that was received.
I redesigned the form to be more concise limiting it to only five input boxes and added non-optional indicator inputs to ensure users categorize the nature of their feedback. This helped to prioritize incoming feedback so that customer care could respond to the most pressing needs.
I also relocated the form link from the top right of the landing page to the bottom navigation making easier to find and accessible from every page.
I provided a design recommendation document to Product Managers that illustrated what design changes I hoped to implement and offered explanations as to how the changes would improve the experience.
The final design was a clear simple form that users could fill out in less than five minutes. The feedback option buttons helped organize feedback into appropriate buckets taking the sorting responsibilities off of customer care.