Analyses and user surveys are essential points in UX design planning, as they provide real, user-level feedback for improvement. As we have written in previous articles (user interviews, competitor analysis, stakeholder interviews), there are several measurement methods available to collect data, which when used together, give a complete picture of the current lifecycle of the business. We would now like to introduce another method, the user survey.

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About the survey itself

By using the user survey method, we can better understand users and track their satisfaction and impressions of a product, even if we don't get the same depth of feedback as an interview. The survey is a quantitative method and has the advantage of reaching a large number of users and consumers, so the results obtained are beyond the statistical margin of error. With that said, we like to be able to do a complex study where we can use qualitative and quantitative methods at the same time, so we have a more complete picture to define a valid project. A user survey can therefore be an excellent tool for this.

So use a questionnaire

The advantage of questionnaires is that they allow you to reach a large number of users and record their feedback easily online. The questionnaire format provides quick, immediate, comparable and traceable feedback on potential users. The consistent format makes it easy to analyse and therefore repetitive patterns are more quickly apparent. The user can complete the questions independently, when and where they want, and the UX designer can later process the data and use it for more detailed user interviews.

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What to look out for when asking questions

When designing a well-structured user survey, it is important to use neutral language and avoid leading questions. Different types of open and closed questions, multiple-choice topics, will produce more varied results, but care should be taken to ensure that only one subject is asked at a time. You should also aim for short, specific content, consistent sequencing and, in some cases, give the option to skip the question. Research questions should always be tailored to the purpose of the project, and most of the answers that provide insights into the user experience can be quantified or categorised by topic.

How to get it to your users

The online questionnaires can be delivered to your subjects in a number of ways, for example directly, by email after subscription, as a pop-up, or embedded as a follow-up to a specific action on the site (e.g. after payment). Emphasis should also be put on the way the questionnaire is called, it does matter who is addressed and how. For example, there are many more cases where a letter containing a questionnaire is opened when the sender has an individual address than when it is a business address. Once a sufficient number of questionnaires have been received, the next step is to compare them, to identify the dominant responses and patterns that emerge. Responses can be tabulated to visually mark the similarities between the information received and draw conclusions.

How can 22.design help?

In fact, in everything! Everything from compiling the questionnaire, to "sourcing" the subjects, to processing and interpreting the data. Thanks to our years of experience, we know exactly where a project of this calibre can go wrong, saving you a major headache.