Customer feedback survey
Project highlights
- UX
- UI
- Joomla! CMS integration
- Email marketing
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Project brief
The client wanted to learn more about brand awareness amoung potential prospects and past customers. They decided to offer a seasonal prize draw incentive to those who completed a customer feedback form about the brand.
As traditional feedback surveys risked low completion rates, I proposed gamifying the form to disguise it as a Christmas-themed quiz.
My task was to design seasonal theming campaign for initaitve, that would work with the existing brand assets, and to design and front-end develop the survey page, email campaign and trigger response emails for those taking part.
Client feedback
Claire is a rare find - a passionate and creative designer who is results driven and who is also able to understand and deliver on technical aspects including functionality and usability.
- Carly Doyle, Head of Marketing at Equity, LinkedIn.
Design strategy
- Seasonal theme: Capitalizing on the December timeframe, I created a Christmas-themed quiz with skiing characters - Santa and an Elf.
- Gamification: The survey was broken down into a series of questions, each requiring an answer to collect a snowflake. A progress bar tracked the user journey to keep them engaged, with snowflakes lighting up upon collection.
- Interactive design: CSS animation brought the page to life with falling snow and animated characters.
- Responsive design: Non-essential elements like characters were removed on mobile for optimal viewing.
- Compelling incentive: The chance to win a prize was highlighted prominently on the landing page and email invitation to enter, further motivating participation.
- Clarity & user experience: Easy-to-understand copy and user-friendly validation messages ensured a smooth experience.
- Website integration: A link to the clients full website was included for further information, opening in a new browser tab to avoid user disruption.
- CMS Integration: The landing page was built using HTML and a CMS, while the questions and user-friendly validation messages were implemented through a Joomla plugin.
Results
This engaging survey not only captured valuable customer feedback, but also:
- Increased brand awareness: The festive theme and interactive design captivated users.
- Enhanced user experience (UX): Gamification encouraged participation and made the feedback process enjoyable.
- Improved data collection: By incentivizing completion, the company received a higher volume of valuable insights.
The work completed demonstrates how user-centered design and creative thinking can transform a traditional survey into a successful tool for customer engagement and valuable data collection.
