Measurement of the UX: prompt the user with the polls

What do you learn by reading the article:

  1. What is UX?
  2. How to measure the User Experience: 4 moments to do so
  3. Tools of the survey: indirect and direct
  4. Surveys (including a short video for doing it with Google Forms)
  5. Examples of surveys and tips

What is the UX?

A definition of UX User Experience (user Experience):

The UX is what a person feels when using a product, system or service

What is the User Experience?

The UX design is a design process that is used to make a relationship pleasant, with personal value of trust and loyalty between people and products or services. The key principle of UX is to design centered on the users, then you need to ask the user his opinion!

Measurement of the UX: 4 the right moments to ask for opinions and feedback

To create a product that people want to buy, it is necessary that the relationship between people and your product/service is positive. Measure the satisfaction, listens to concerns, criticisms and needs of the people. There are 4 crucial moments:

1 – During the development

The request for feedback is one of the fundamentals of development agile. It is working on prototypes of the product and ask for feedback and confirmation. My suggestion? Ask the grandmother!

Ask people who may have more difficulty using your service/project (still in target… mine is a provocation), it is from them that you will receive more tips to improve.

2 – During the activity

During the activities of a service (such as SaaS, APP and e-commerce) to measure the satisfaction of users over time. Facebook for example, it sends periodically a request:

Facebook Survey: Henry, we are interested in your comments. Tell us about your experience on Facebook; in just 3-4 minutes.

3 – the delivery of the product, or after the first use

The standard for the measurement of satisfaction is the Net Promoter Score. The system is very simple: a question and a rating scale of 0-10.

The standard question NPS: would you recommend the product/service to a friend or colleague?

The people who respond with a score from 0 to 6 are detractors, people who don’t like the product. A score of 7-8 are indifferent, passive. The values of 9-10 instead of representing satisfied, the promoters of your product.

4 – At the beginning of the project

Verification objectives and strategies from the outset. The service to create your own customized logo, it does perfectly. The activation of a project it asks you to calibrate features with a slider that moves between two opposite characteristics.

How to best leverage the results of the survey on the User Experience?

Very simple: the negative opinions are the basis for implementing improvements. Are the main thrust to make products that people are willing to buy.

The positive opinion confirms the value of the design, but not only. Can also be used as reviews or testimonials.

Example of a satisfaction survey at the conclusion of a course of training in the classroom: the good results of the Net Promoter Score.

Another example of the results of the survey at the conclusion of a course of training in the classroom. LOVE! A survey carried out with getfeedback.

Survey tools to measure and understand the UX

We can group them into tools of direct and indirect.

1# Indirect Instruments: reviews and comments

The indirect instruments are all those that are used to analyze the tracks and the behaviour of the people after that has already taken place, the interaction without involving the people in an active way.

Then the whole part of Web Analytics, by tracking behavior and measurement of brand sentiment.

I dwell on the reviews, the most direct expression of satisfaction. People can leave a comment positive or negative. The council, therefore, to collect reviews and comments from all of the channels relevant to your business: Facebook, Google myBusiness, Tripadvisor, Amazon, forum, industry…

Comment and review on the platform the Master Club after my talk at Web Marketing the Festival in 2016. The opinion is positive but there is also a criticism: “it Would be very interesting to see the application on a Case History”.

2# Direct Instruments: User Test

The user test sessions are where you put your product (or your prototype) in the hands of the people, and observe how they behave – without interfering.

Very different from the interpretation of web analytics (or user registrations, such as those of Hotjar), because the user test people know that they be the subject of an experiment by the end of the specific and declared. I recommend using inVision: allows you to create interactive prototypes and to test them, and record the faces of the people.

It is important to eliminate all interference and observe the behavior to understand the true emotions.

While you test your product, the user says, which is GOOD but makes this face. Something is wrong.

The tools to do the Surveys

Surveys on the user experience are among the methods of investigation direct that I prefer. Some of the tools in order of my preference:

1- Getfeedback

My favorite. The free version allows you to collect 20 responses per month.


  1. the interaction and animations on the polls front-end are excellent, even from a mobile device. Answer it is a pleasure!
  2. the construction of the surveys has an interface that is excellent for use in back-end;
  3. integration with an email marketing platform allows you to easily distribute your surveys via email.


The paid version base it costs €35/month, and you can only collect 100 responses per month.

2- Typeform

The free version allows you to collect 100 responses per month. The paid version base costs 30 €/month, a collection of answers unlimited.


Answer piping: you can use the result of the previous questions in subsequent applications. For example: “What’s your name?” Henry. “What are you doing, Henry?” In addition, there are many ready-made templates, with the questions already written, easy-to-customize.


The interface in the back-end has a few bugs, and sometimes I can not save the work done (unfortunately, it will not save – no auto-save).

3- Google Forms


  1. totally free;
  2. integrated into the Google experience Suite;
  3. very easy to use and customize, there are also the issues;
  4. easy to insert images directly from Google Images with a CC license (and then usually very basic…).


  1. Its orientation is popular makes it quite stiff and limited;
  2. There are questions with logic (for example, if the rating is less than 2 shows the question: why you didn’t like?).

4- Survey Monkey

The free version lets you create surveys with 10 questions, 100 responses. The paid version base costs 25$/month and allows you to collect unlimited responses.


The killer feature is the bank of questions. Questions certified by experts, ready for any use (in English). Platform leaders on the market of surveys. Even here many of the models ready with questions already written.


A interface is pretty old school, not pleasant to be mobile, not pleasant in the construction of the surveys.

How to make a survey: examples of invitation to participate

Three examples of invitation with best and worst practices:

Case A: The Google Best Practices

Starts with Hello Enrico – so it begins well because it calls my name. Then there is a text, which is rather short and at the end: “Share your opinion in a survey of 4 questions”. Eeeeeasy.

Case B: Aruba Business

The text is very nice. The parties to improve: “We ask for a few minutes…” – it is better to specify how many. Have you thought of not to write it because it takes 20 minutes? then it’s too long! The other thing to improve: “Dear Customer”. My name or company name is in the registry, then it would have been more effective to place it as a customization on the invitation.

Case C: Survey on satisfaction post-event

After the visit to MECSPE in Parma I ask for a feedback. Starts hurting with *ENGLISH VERSION BELOW* – means that the data does not have a minimum of profiling. Would it be right to send the invitation in Italian to Italian and English to foreigners.

In the next part is written “Dear Maioli”. I didn’t feel it since middle school! The language is unnecessarily formal as all the rest of the text and of the survey. Finally, the call to action text BEGINS INVESTIGATION is really the minimum.

Measures the opinion on the service, the example of the survey of Facebook

Approximately 12 questions are oriented to the views that users have of the service. Each question begins with: “indicate how much you agree with..” and then a scale of responses from strongly agree to disagree. The formula is language neutral so as not to influence the answers.

Questions in the survey to Facebook

There is also the suggestion box, in which they ask me of things to improve and the reasons for it (optional). I responded that the research is to improve!Update: I have heard! few days ago, the research is out of date 🙂

Example: survey of Udemy at the end of the course

Udemy is a marketplace for the international education fee. Reputation, reviews and feedback are very important. Just finished the lesson, they ask me to rate: scale of 1 to 10, stars full and half – smart!). I decide that Chris Anderson deserves 4 and a half out of 5. In the screen next time they ask me the reasons.

The next step of the survey. Questions are very specific and targeted, [optional] is written VERY clear. Questions intense, with a great cognitive load, match the answers very simple: yes, no, I don’t know.

Do Surveys: 10 tips

Summary of practical tips to create and exploit a survey

  1. Ask the opinion with the timing.
  2. Declares the commitment that you require.
  3. Use the tone of voice suitable.
  4. Start with easy questions.
  5. Visual at the beginning / free text at the end.
  6. A question for the sentence.
  7. It does not distort, does not affect.
  8. Results: use reviews to promote your work.
  9. Results: use the criticism to improve yourself.
  10. Thanks you and rewards.

And you, have you ever created a survey to measure User Experience?

The results we have obtained have been useful for improving the user experience on your site or with your products/services?