Making Customer Feedback Easier



This project addressed the lack of actionable information being received from the existing feedback form.  I was given the task of investigating why we weren't receiving quality information and to update the form in effort to optimize feedback.


I began with a heuristics evaluation and researched the way with which other companies used their feedback forms. I moved on to interviews and contextual inquiries, reaching out to different departments and customers prior to sketching out initial designs.


  • Heuristics
  • Contextual inquiry
  • Competitive Analysis
  • Observational research
  • User testing
  • Prototyping
  • Axure
  • Illustrator


Using incomplete system

This feedback form needed a new look and feel. There was also a strong need to rethink the system that captured and organized incoming feedback.



1. It was challenging for users to locate the form in the existing UI

2. The form had too many sections and users found it overwhelming 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 representatives had an incomplete way of organizing and prioritizing the feedback that was received. 



I wanted to redesign the feedback form to be more concise. Limiting the form to only five input boxes and adding three non-optional indicator inputs helped ensure that users categorize the nature of their feedback before writing feedback. This helped the back end system to prioritize incoming feedback. 

I also relocated the form link from the top right of the landing page to the bottom navigation bar making it 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.

 Feedback Form Workflow

Feedback Form Workflow

 Detail: change in UI location 

Detail: change in UI location 

 Design Recommendation Document

Design Recommendation Document


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 away from the Customer Care department.

 Final Design Documentation

Final Design Documentation