Core Customer Journey design improvements

[sirkotsky]

Job

Start working on the improvements to the core customer journey.

⚠️ Dependencies

• UX audit
• Design System
• Market analysis (somewhat)
• Writing audit

[snehganjoo]

Can pick this and help with this as well.

[sirkotsky]

@snehganjoo sure thing!

Let's narrow down the scope:

• What precisely can we improve?
• How will this impact the customer experience and the product growtg?
• How will we measure success?

I'd suggest to begin by identifying small, incremental improvements we can make. If we could supplement it with some user study (a usability or concept testing), it would be terrific!

I'm here if you need anything!

[snehganjoo]

@sirkotsky here is a basic plan of action for this task. Let me know your thoughts

• Explore flow and make note of UI/UX issues through usability tests (can use task based walkthrough and use heuristics to do this).
• Unmoderated/moderated user testing if possible would yield better results.Can try and recruit participants to do a think aloud - 5 users
• List the changes/issues and rate them as per RICE (Reach, Impact, Confidence, Effort)
• Basis changes suggested design screens
• Run a quick prototype test to iterate and finalise- can use RITE here (it is very effective ( https://about.gitlab.com/handbook/product/ux/ux-research/rite/)
• Build and deploy. Depending on changes made in the flow we can setup a success metric for the feature set. like clickthroughs, conversions, time spent etc

Will share a precise scope of the changes shortly

[snehganjoo]

@sirkotsky some initial thoughts . Using Figjam to work and ideate on this. PF the link below

• Would love to get thoughts on what you consider as the core user flow. I have broken it as per my understanding in the Figjam
• Some more questions that I had are marked with the red '?' sticker on the file
• I will be updating more on the same file.

https://www.figma.com/file/qdZkIRqRTmht99e3G6ncwP/Formbricks?type=whiteboard&node-id=0%3A1&t=5tk7gHuRKrrSiPAO-1

[sirkotsky]

@snehganjoo thanks for sharing the FigJam.

Looking into the jam board right now, you are up to some good points there in terms of identifying the potential areas for improvement, but the conclusions you make may not really make sense from the user+product perspective and rely more on your understanding as a designer and a strive to simplify the experience rather than the customer's need and the product's value prop.

To give an example, "Actions and attributes" are a core part of the experience management which spans across multiple customer journeys: it resides at the top of the hierarchy because it's a global control that applies to more than just particular surveys.

You might be starting out a bit ambitious looking at every single step of the journey and trying to highlight many things at once. Moreover, you are looking at the customer experience, which is great, but I would reframe the conclusions as hypothesis: for instance, you say that templates are "very confusing and overwhelming for a user" but our case study shows quite the opposite. Remember that our users are looking for various products to be embedded in their customer's lifecycle, so the availability of various templates with different objectives is one of the key value propositions of ours.

I would recommend narrowing your scope to one journey point: for instance, looking into the survey analysis assessment and explore what we can improve. You could talk to the community users on Discord to see how they use the survey results, what are the features that are missing, and how we can improve the experience of assessing and reviewing survey data?

You've got a good eye and a really admirable strive for making the customer experience pleasant, I think with a little bit of focus and some iterations + a lot of user research (which you already have in your plan!) you'll be absolutely unstoppable! Let me know what you think!

[snehganjoo]

• Preliminary observation basis the survey but the N is too small to comment.
• The value prop that keeps users coming back from their responses, is the fact that Formbricks is Open Source.
• From an experience stand-point there is an equal split b/w custom template usage and pre-created template.
  So far feature requests wrto survey experience have been a) ability to embed images b) one-time fill survey and c) a view which shows all questions on 1 page.
• I tried Discord to get some qualitative data but have now moved to an in-app survey.
• From my experience as a user (and trying to put aside my bias as much as possible) I still do feel that the template experience can be simplified, I did go through the case study but I am not sure apart from the usage pattern analysis / quantitative analysis what other qualitative data from users was used to come to this conclusion.
• Another suggestion I have, again stemming from my experience of using Formbricks is introducing a word cloud analysis section for descriptive responses.
  Let me know what you think.

[sirkotsky]

I understand that we have a rather limited amount of customer data available to make well-informed decisions, and this poses a challenge. However, I would suggest you frame this as a sequence of hypothesis –> explorations –> refinement, where the initial assumption drives various concepts, which are tested and refined with the audience.

You could take either of the areas for improvement you see fit, frame a clear hypothesis ("by changing X, we will achieve Y and Z"), diverge it (design 2-3 concepts), and test them (quick usability testing with community volunteers) to find the one that truly works.

For instance, simplifying the survey form sounds like a great improvement. Let's take one assumption ("Creating a survey is a tedious and long process") and a hypothesis ("By reducing the number of steps required to create and configure a survey, we can increase user activation rate and increase the number of survey being launched"), and design a couple of concepts (i.e. 1) w/ settings and questions on the same page; 2) w/ simple vs advanced creation mode; 3) ...). Then, we can quickly test the concepts and see which one works best with our audience.

You have great ideas: I merely suggest to ground them and focus on identifying problems first rather than coming up with solutions right away.

Looking forward to hearing your ideas!