I recently attended a celebration party of one of our clients, in the honour of onboarding their 10,000th customer.

They had put together a beautiful presentation through of all the great Aha! and goof up moments that we had endured together in the last 6 months of bringing the app to life at Origin UI UX Studio in Bangalore.

One of the success metrics that I can strongly vouch for is that myself and the team at OriginUX always believed in User’s judgement and their behaviour.

While most of the times, we rolled out improvements based on assumptions out of insights that the Analytics team was making out of the A/B test sprints, it was always via direct interaction with users through surveys, gamification, feedbacks or phone calls, that we concluded major action points.

Though we are a UI UX Design Company in Bangalore, we always put our heads on the table to help rethink and influence business decisions driven by User Centric Design.

So how much does User feedback help better an existing product?

Almost 80%. The latter 20% of decisions are driven through imperative foundations of operations, business possibilities and vision etc.

However, the 80% (in my opinion) is entirely User Driven.

Imagine this. You walk into a retail store and you are exposed to a certain expectation by the brand all this while, through ads and media.

While you are inside the store, if the in-store expectations do not resonate with the brand ideology you had in mind, it leaves you frustrated and the brand puzzled.

However at that juncture, less intrusive yet availability for raising your concern/feedback kiosk definitely helps you hold your horses.

And from a Business point of view, probing the customers at the right and needed time about their in-store feelings and garnering right insights of it and successful implementation of the same (if found suitable) helps you save a client and probably elevate the experience for those to come.

Similar is the approach that we at Origin UX Studio in Bangalore, deploy under different masks with users of a product by packaging surveys, feedback, experiences by intervening at the right moments through the product interface.

While this practice gives us a real-time understanding, there are a static set of intuitive measures we take looking at the stats and comparing it with industry standards.

Let’s consider a recent scenario that we fist-fought at our UI UX Studio, if you are still reading the blog.

The task was simple:

To design an e-Mailer, blast it to a set of subscribed audience and measure the impact of e-Mail Marketing as a sales performance tool for the client.

The issue was complex:

• Open rate is only 12% while the delivery rate is 100%. Is the microcopy (Subject line) not effective?
• Do users do not want to receive emailers from the company, although they have subscribed?
• Are the Target Audience tech savvy enough to check their emails?

Adding to the puzzle was the Click through Rate was over 80%, which meant the content was highly relatable and engaging.

Then what was the issue?

With over 6 variants of microcopies and a standard frequency, we still saw a fluctuation of hardly 2% plus or minus on the 12% open rate.

While, few of major reports have published that ideal open rates are 10% or so, and a User Feedback Sprint via In-APP Notifications, SMS & Phone Call, turned out that the

• Target Group of our client which was reportedly between 30 yrs – 45 yrs upwards were very receptive over Phone or Social Media to have a conversation.
• Mostly being mobile users, they were mostly logged on to their work email Ids via phone and not personal email Ids.
• They would check their personal email IDs using which they had subscribed to maybe only 2 – 3 times a week (Surely our emailers are going to be buried by then)

Opening up avenues for communication:

By now we have established the fact that e-Mailers might not be the right engagement platform. Hence investing in UX and UI of emailers and successive landing pages, we advised the client to switch to Facebook Messenger and a successive landing page.

And the results were pleasantly surprising. The client now uses automated chat bot with needful and timely human intervention. The thoughtful call-to-actions lead to mindfully designed landing pages where engagement and conversions happen.

In a nutshell:

User Feedback can happen in different modes, forms and formats. Be vigilant and establish a pattern out of the insights you gather. Though users are overall digitally apprehensive, they have a profound choice of platform usage.

True to any good UI UX companies in Bangalore, we intend to make the activity of gathering User Feedback intuitive, fun, simple and clear, because these data points are going to help your users adopt and engage better with your product.