Playground XYZ is an advertising company that needed a customer feedback program designed for one of its key products called Attention Intelligence Portal. This product is an external-facing campaign monitoring portal where quantitative and qualitative customer feedback needed to be collected to improve the relationship with the customers and understand their needs and wants.
My role: UX research and design, UI design, data visualisation.
Background of the project:
Attention Intelligence Portal is a portal for monitoring advertisement campaigns, downloading reports, and looking at insights. Initially, it was internal but later it was completely redesigned to be external-facing so that customers can access their data without the need for communication with campaign managers of Playground XYZ.
After the redesign was complete it was time to think about customer feedback loops to collect qualitative and quantitative feedback. Without this kind of data, it is impossible to measure how successful the product is and build relationships with customers.
Feature canvas workshop:
To kick off the project me and the Product manager got together for a feature canvas workshop in Miro. The main questions that were to be answered:
- Which problems are we trying to solve?
- Why is this problem important both for business and customers?
- What is the value proposition of the program?
-What are the restrictions and limitations of the program?
Customer feedback feature canvas in Miro
Quantitative feedback canvas
Qualitative feedback canvas
The outcome of the workshop:
The workshop was very successful and the main questions were answered.
- Which problems are we trying to solve?
To grow decoupled side of the business. Encourage a more customer-centric attitude within Playground XYZ.
- Why is this problem important both for business and customers?
We want to know what we're getting right - and wrong - as a business in the eyes of the customers.
- What is the value proposition of the program?
Improve customer retention and help customers move faster.
-What are the restrictions and limitations of the program?
Lack of resources to respond to feedback.
There were two main groups of feedback loops identified: quantitative feedback loop and qualitative feedback loop. User stories were created for both groups.
Quantitative feedback user stories
Qualitative feedback user stories
Qualitative feedback loop implementation
On the back of user stories for a qualitative feedback loop, I created the customer feedback flow illustrated below. It illustrates the whole process from receiving the feedback through the portal to documenting it in Jira and having monthly catch-ups to discuss the feedback.
Direct customer feedback flow
To be able to receive direct feedback from users of the Attention intelligence portal I designed a Help section that consisted of FAQ and Contact us pages.
Quantitative feedback loop implementation
Implementation of quantitative feedback loop on Attention Intelligence Portal consisted of two stages:
1. Understanding how and which data to collect. This involved research of analytics tools in the market and coming up with the list of events to be tracked.
2. Implementing the tracking and setting up reports to monitor data collected.
For the first part I worked closely with developers to select the most suitable analytics tool in the market, I decided to go with Google Analytics due to cost and ease of use. I also came up with a list of events that needed to be tracked on the portal.
Google Analytics dashboard for Attention Intelligence Portal
Google Data Studio dashboard for custom reports of Attention Intelligence Portal
Outcome and learnings:
As of now, the feedback is still being gathered through the use of Google Analytics and Google Data Studio. I am working closely with the development team to introduce various tracking events on the portal to get meaningful qualitative data and to monitor key metrics and functionality of the AIP portal.
