Improving UX with Online Surveys

Resources & Tools
October 17, 2022

The term user experience continues to buzz even after years since it was first coined, especially now that most businesses have scrambled overnight to bolster their online presence or take their businesses entirely online in response to the series of COVID-19 related lockdowns.


In a country where 73 million people call themselves digital natives, with a rapidly growing internet penetration that reached 67 percent in 2020 as reported by Hootesuite, there’s really no stopping the digital economy. As more people work from home and do online learning, time spent online is getting longer too, but that doesn’t mean there’s more time for internet users to scour through each brand’s website or social media pages. There’s more activities to divide their time and now that most enterprises have joined the online bandwagon, that means the competition for each industry has ramped up to include more than just a functional user experience. If you’re a small business or a startup, this parameter would weigh more for you because your online footprint is perhaps your only footprint.


If your website or app is not designed to be optimal and user-friendly, consider upgrading now. A poor UX usually leads to customer drop-offs and your products may not get noticed at all. You wouldn’t want to enter a disorganized store, why would you want to stay in a cluttered website? So, start by getting relevant data points for you to base your next improvements on through online surveys.


UX Basics

Before creating a survey to improve user experience, you should know the benchmark  of a good website so you or your UX team won’t lose yourself in the long wish list your customers say they want from you. According to the Interaction of Design Foundation, these basic factors that affect user experience are:

  • usability
  • usefulness
  • accessibility
  • findability
  • credibility
  • desirability
  • valuableness 

These seven factors contribute to a positive user experience for your customers, keeping them coming back for more of your products or services. Designers have learned that a product or an app cannot simply be functional and serve its purpose, but it should be engaging and delightful. It should give users more value or other treats to keep them coming back. Gone are the days that confused UX designers as the ones who just focus on functionality and bug fixes. Today, UX experts have seen the value of getting their customers involved because it’s their users, after all, who will use the product or service at the end of the day.


Add more value through a feedback loop

Having your customers’ satisfaction and positive journeys in mind, it’s easy to implement the feedback loop. If you’ve never gone beyond asking them more than what they think about your product, you can start with a survey that tries to get to know more of who they are. The simple truth is you won’t be able to design an effective customer journey or user experience if you don’t know who you’re designing for. Just remember to ask the right questions , keep them short, and keep the Data Privacy Act in mind before asking them to submit personal information.


Knowing your customers’ demographics are the bare necessities to a great UX, and this kind of data will definitely come in handy for the marketing and product departments. Understanding who your customers are by segmenting them into personas based on similarities will help you know what their interests are, what their difficulties are, where to consume their information and on which platforms you can target them. Questions asking their gender, age, marital status, location and employment status would be the basics.


The more important set of questions, which should be fired out bi-annually would be your general customer satisfaction surveys which would generally have questions that use a scale to measure the rate of satisfaction. Most would use a 10-point scale that measures satisfaction ranging from extremely unsatisfied to extremely satisfied (ranking 10). You can ask satisfaction questions relating to your products or services, but don’t forget to ask open-ended questions that would allow participants to explain their rating. Follow these up with what you can do to improve their experience? Ask how your app can improve their experience or what it can do better.


Make the survey experience simple and fun with Survey Anyplace

Most companies use Google Forms, which has been sent a lot throughout this pandemic, since it’s free and easy to use. You can add images, videos, your company logo, and collecting data is easy as answers are automatically tallied on Google Sheets. However, if you’re going to send out a survey regularly, your participation rate may start to dwindle. With all the distractions available on each of your customers’ devices, why would they want to spend three to five minutes on another Google Forms survey?


Why not personalize your surveys and even gamify them to give your participants some incentive for giving you an honest review? For a reasonable fee, Survey Anyplace is a fun and flexible survey tool for companies who want to invest in their feedback loop process.


Survey Anyplace lets you create interactive surveys, assessments, and even quizzes that you can even use for internal assessments. By creating engaging surveys, your participants would feel like they breezed through a survey in just two to three minutes.


To entice your customers to participate, continue answering your future surveys, and providing you with constructive feedback, Survey Anyplace even has a feature where you can add a slot machine that allows your participants to “play” and try their luck in winning instantly. 


A great UX gives you a great return on investment 

At First Circle we have a full team dedicated to improving user experience. Since we launched our website in 2016, our customers have noticed significant and helpful improvements.


According to our Senior UX Researcher, GM Espeleta, "Surveys have been useful for CX as they act as a conversation-starter with our customers to know things at scale. From getting a quick pulse-check of how they find our experience to gathering thoughts about specific things in mind, a survey is one of the tools we use to better help us meet our customers where they are.” As mentioned earlier however, GM warns that “survey design needs to be given deliberate care and thought else you misunderstand or misuse the data you get!"


User experience has evolved from being work done by third-party suppliers taking direction from just the product team to being an outcome produced by several departments. Meticulous may come to mind in visualizing the job at hand, but reorganizing your user experience team by giving value to your customers’ honest feedback will do wonders for your customer retention and overall cost of customer acquisition.

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