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A combination of ‘what users are doing on the asset’ (implicit) as well as ‘what users are saying’ (explicit) acts a tool to deliver customer driven experiences.
Giving the users the opportunity to express their concerns and map their experience and emotions, empowers us to resolve issues proactively.
Along with the implicit analysis through the experience analysis, it is important to hear the customers point of view in real time. To facilitate the power, I worked on establishing the VoC (Voice of the Customer) feedback Module.
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MY ROLE
Senior UX Designer - User Flows, Interaction Design, Prototyping, Stakeholder management, Sprint Planning, Product Strategy, Third party onboarding
THE TEAM
1. Product Manager
2. Two SWE
3. Data Analyst
4. UX Writer
5. UXM
6. QA
OVERVIEW
It was important to empower the users, to listen to them to deliver them value. Entwining experience analytics in to the system was crucial, challenging plus had a multi-faceted impact right from technical performance to business approvals.
I lead the end-to-end design ideation & product roadmap for this under the guidance of head of design.
The final outcome was met with a lot of appreciation from the business heads, with the feature being rolled to all 1.5 million+ user base.
GOALS
An opportunity to deliver
Gain direct insights into customer needs and expectations
Identify pain points in the user journey and website usability
Measure customer satisfaction levels and identify areas for improvement
Enhance overall user experience on the website
To achieve this in a non - intrusive manner for the user
IMPACT IT CREATED
Achieved a 15% increase in customer satisfaction, raising the score from 2.73 to 3.2 in June.
Increased conversion rates by 17% by optimizing the loan application process. Enhancements included adding assistance touchpoints throughout the form, addressing previously overlooked user needs.
Reduced bounce rates by 8% on card product pages by resolving key user pain points, including issues with page looping and "bird nesting" navigation.
Enhanced customer retention by 12% through personalized user experiences and the strategic introduction of contextual content and product information.
PROCESS DECISIONS
Defining the Product strategy and taking the important decisions - Further, the entire plan outline was drawn with undertaking some major tasks that would lay the foundation of the feedback generation model
Placement of Forms
The VOC implementation involved strategically placing feedback mechanisms throughout the website. Feedback prompts, such as surveys and feedback buttons, were placed on key pages, such as the homepage, loan application forms, and contact pages. Additionally, exit-intent pop-ups were used to capture feedback before users left the site.
Audience
The VOC implementation targeted all website visitors, including prospective customers, existing customers, and returning users. Therefore, the feedbacks were strategically placed in both logged in and non-logged in environment. By capturing feedback from different segments, the NBFC aimed to gain a holistic understanding of user needs and expectations.
Designing the format and type of forms
To make the feedback process contextual, seamless and seem natural it was important to choose the format of forms in the right journey.The entire module was split between Binary and Non-Binary Forms.For tasks that required quick review, binary format of thumbs up and thumbs down was used, however, for journeys that required deeper attention and analysis an non - binary format of star ratings and open fields were put to use.
Stakeholder Alignment
It involved aligning the stakeholders and business teams of various products.It meant introducing them to the benefits of collecting feedback and why non-intrusive approach will still fetch quality responses.Defining the method of analysing, processing and utilising the feedback received.Conducting workshops to guide them on the use of the text analytics, study of scores and dashboards.Crafting usable wikis and guides for quick reference and documentation of the process.
ANATOMY OF PRODUCT ROADMAP
A Embedded Forms
Embedded surveys behave like an integral part of the website. They were added in empty divs on the pages, triggered with the page load on completion of journey rather than in the form of a pop-up.
It helped in
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receiving more thorough and relevant responses
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reducing the intrusiveness
Binary Forms
B Session Based targeting was set
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The goal was to make the survey process as non-intrusive and easy for the users.
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Hence, the users who actively declined / didn’t interact with the survey, were excluded from seeing the invitation for the survey for the configured 15 days range.
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If submitted a survey within the last 30 days range were not asked again on the premise of frequency of journey and the impact.
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Inclusion of ASSISTANCE in the design & content was a key perquisite.
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Open field allows the user the freedom to express beyond the close ended options.
C Button Trigger Surveys
Static button triggered surveys were introduced in the header and hamburger to allow the users the liberty to drop feedback at their convenience.
16
Modules
31
Usecases
The feedback was implemented across 16 USER JOURNEYS and in 31 uniquely identified USE CASES, across logged in and non-logged environment.
Experience Principles
Engaging
Keep feedback forms short, simple, inviting and easy to understand
Interactive
The question asked should be free from bias, contextual and dynamic as per the key task
Accessible
Use non-intrusive and strategically placed feedback prompts at journey completions
User Control
Along with structured questions, give the user the freedom to express
Actionable
Regularly analyse and act on feedback to demonstrate a customer-centric approach
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Making the user aware of how giving the feedback, will help improve the experience and make the process quicker, easier & smoother, helps gain genuine responses.
What helped us
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Based on the analysis and insights-It can help us discover :
Concept clusters of words that frequently appear together (words that are conceptually related).It can be leveraged to:
b) Investigate a specific topic c) Identify new themes
d) Investigate topics in a segment e) Compare data sets
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Diving into sessions replays, journeys, and experience issues, and then draw behavioural patterns
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Uncover the biggest areas for improvement and impact
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Using Enrich customer feedback with sentiment analysis to design newer journeys and undertake optimisations.
Drive action at scale
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Get channel-specific and multi-channel in-depth reports, and scope out projects and integrations accommodating the experience
The feedback received through VOC led to several user experience enhancements, including:
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Streamlined loan application process based on customer suggestions
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Improved website navigation and clarity in information architecture
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Personalised content based on user preferences and needs
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Optimised mobile experience to cater to the growing mobile user base
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Introduced more service informational elements
Achieve this 👇🏻
Braindump
![A1FA8184-5F0A-4BB5-813D-E8F07BD7B419[1]_](https://static.wixstatic.com/media/25c4b9_a48064de864941a0bd494e83f9dd6e9f~mv2.jpg/v1/fill/w_821,h_616,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/A1FA8184-5F0A-4BB5-813D-E8F07BD7B419%5B1%5D_.jpg)
Analysis
Decoding the ratings & reviews
For analysis, a dashboard was designed with the help of Medallia, an experience web analytics tool
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Explicit experience score analysis, which defines the overall sentiment of the users over a period of time. DXS is calculated from a combination of navigation, experience, technical, Engagement, frustration and form scores.
Capturing every customer signal
• Automatically quantifying digital experience with DXS
• Diving into sessions replays, journeys, and experience issues
• Collecting feedback from customers at the right moment to get valuable insights
Actively finding valuable insights
• Analysing trending themes for a particular duration with Text Analytics, to prioritise information that originates in unstructured feedback
• Uncovering the biggest areas for improvement and impact
• Enrich customer feedback with sentiment analysis
Driving action at scale
• Accessing insights with dashboards and alerts
• Making channel-specific and multi-channel in-depth reports
• Blending DXS, CSAT (customer satisfaction), and more metrics for finding smarted interventions
FUTURE SCOPE
Access insights with dashboards and setting alerts to track significant movement in the score.
Use heat-maps and word clouds to better analyse and blend behaviour with VoC Scores.
Enhance service calling assistance module by integrating data flow of responses to the CRM softwares.
Along with CSAT, send out NPS (Net Promoter Score) forms via mails to users.
