In a previous post, I shared some common usability issues mobile UX designers should watch out for. I also made the case for regular user feedback as a way to minimize usability issues. User feedback can come in many different forms. User testing, conducted in a formal or informal lab setting, evaluates the ability of users to complete specific tasks. Interviews capture users’ thoughts, experiences, unmet needs, and pain points with your product. Surveys identify significant trends and attitudes that the team may want to explore in depth with subsequent interviews. All of these feedback methods can be accomplished either in person or in the context of your mobile app. The folks at MOpinion have published an eBook about the benefits of collecting and methods for approaching in-app feedback.
“…mobile user experience (or Mobile UX) has recently become a major focal point for many digital marketers. It essentially encompasses how customers experience a mobile app while they’re active in the app itself.”
author: Erin Gilliam
In-app feedback uses data collection triggers (e.g., users click a link or complete a task) and mechanisms (e.g., surveys & telemetry) to assemble data on the customer experience from users who are actively engaging with the mobile app. This method can provide insights into the adoption of new features, task completion success rate, and users’ feelings about your product.
You can utilize in-app feedback to track users’ discovery and use of new features. By instrumenting the app to monitor and record how users come to discover a new feature, as well as how they engage with the feature (e.g., time spent on a task), you can assess if your designs are effective at helping users find and take advantage of your new features.
Another way to utilize in-app feedback is by instrumenting the app to track the path users take to complete a task. This information will help you understand how effectively and efficiently they complete tasks, which may indicate that redesign is needed to improve the usability. Alternatively, you can prompt users to complete a survey upon completing a task to assess the usefulness of the feature and the usability of the design.
Finally, a survey that collects the net promoter score can provide insights into how much your users delight in using your product and how likely they are to recommend it to others. It’s important not to survey users too soon and not to introduce a survey in the middle of a critical task.
Because this method of feedback is built into the app, incorporating in-app feedback requires some upfront planning. Before ever collecting feedback, you should consider what metrics you want to collect and which method(s) of in-app feedback would be most appropriate. But in the long run, this is a cost-effective and efficient addition to an overall strategy of collecting feedback before, during, and after the design process.
In my next post, I’ll share some of the top mobile UX design trends so far this year.