Customize Email Survey Flow
On the settings page of the NPS/CSAT/CES survey tools platform, there is a step by step tutorial for setting up the email survey tool and customizing the survey flow. Customers would go through the steps to set up the email survey tool on their own.
Analyzing the page data we had on Heap, we observed a consistent pattern of a sharp decline in page visits after Step 2 of the "Customize Email Survey" panel. Additionally, customer support continued to receive a large number of queries on setting up custom email surveys.
Studying the page, I realized that it could be that the stage number indicators were monochrome and did not stand out. This can confuse users as they will be unsure of which stage they are at, causing them to abandon the process halfway and resort to contacting customer support instead.
The design was revised to clearer indicate to users which stage of the Customize Email Survey set up they were on. I did so by adding color and changing the stage numbers into distinct icons and increasing the contrast between active and non-active tabs for differentiation.
As the changes were focused mainly on presentation than markup, I was able to achieve the improvements through CSS changes by tweaking positions and colours.
After my changes went live, Heap measured a 20% increase in completion rate in setting up the custom email survey.
Sign Up Password Criteria
On Wootric’s Sign Up page, I observed that a new user signing up with an inadequate password was provided with a generic error message, which did not indicate to the user which password criteria was not met.