Introducing new features to users can be tricky at times. Change can be overwhelming to some and unwelcomed by many, but if you follow certain guidelines when introducing new functionality, your innovation can be met with open arms and considered a success.

Crafting the right message about your new feature is as important as crafting the feature itself. It needs to pique users’ interests enough for them to take action, while simultaneously educating them on what the feature does.

So how do you go about introducing new functionality in a way your users will respond positively to? Here are four guidelines you should follow to help ensure a successful feature launch:

1. Don’t get too creative. Creativity is a wonderful thing that breeds innovation and unique solutions to everyday problems. However, overly creative design solutions used on conventional user interfaces and gestures can alienate users. The phrase “don’t reinvent the wheel” applies here. If your creative solution is born out of boredom rather than necessity, then it probably isn’t the right answer and you may find yourself with dissatisfied and confused users on your hands. Many of our studies have shown that many new and unconventional functionalities result in a low satisfaction rating of the product and negatively affect customers’ perception of a brand.

2. Keep it out in the open. When it comes to introducing new features, you don’t want to bury the lead. Anything that may change the way your user interacts with your product should be clearly communicated to them from the get-go. For example, you might first introduce your users to a new feature either before or on the launch date, explaining what it does and how to use it. A link to a tutorial video can be helpful here. Additional alerts when a user signs in are of upmost importance: a notification badge highlighting a new feature provides high visibility where it matters, and for an added bonus you could walk them through the new feature set with a guided tutorial, just remember to give them an opt-out on that tutorial, just in case.

3. Explain why it adds value. Because there will be hesitation with any new functionality, it is important to communicate the benefits for the user. It is not enough to just announce a new feature and tell them what it does. What will they get out of it? How will it add value to the product? Often times, if a user understands how a new feature or functionality will help them, they’re more willing to alter their usual habits in order to try it out.

4. Guide the user. Utilize a seamless process to guide users to the new functionalities. Don’t expect them to find it on their own, and don’t expect them to figure out how to use them. We already mentioned walkthrough tutorials, but it’s worth mentioning again. More subtle forms of offering assistance, like a “tip of the day” feature can make helpful information available to the user without it being too imposing.

What it all comes down to is communication. Keeping your users in the loop every step of the way will gain their trust in your product and improve their perception of your brand. This will also get them on board with new features as they’re introduced. See how not communicating to users clearly when introducing a new feature backfired on a very popular mobile app: Instagram Users Are Already Angry Over New Facebook-Style Feed

The post Introducing Innovative Functionality Can Affect Customer Perception of Your Product appeared first on OneSource Labs.

Many online surveys, despite all efforts in creating optimal questions and targeting appropriate audiences, result in low response rates and high abandon rates.

“Response rates vary widely for different types of surveys. Customer satisfaction surveys and market research surveys often have response rates in the 10% – 30% range. Employee surveys typically have a response rate of 25% – 60%. Regardless of the type of survey you are conducting, you can have a major effect on the number of respondents who complete your survey.” (Source: PeoplePulse)

Here are some tips to improve engagement, enjoyment and interactivity with your online surveys. 

• Limit the study duration to 10-15 minutes maximum
• Include a progress bar to show how close respondents are to completion
• Provide incentives (cash, gift card, product, discounts, badges, etc.)
• Limit the number of open-ended questions to the most crucial subjects
• Reword the questions in a way that makes respondents want to answer them (e.g. change: What is your favorite game? to: If you could only play one game for the rest of your life, what would it be?)
• Include interactive elements whenever possible (e.g. images, graphics, videos, sounds, interactive sliders, star ratings, thumbs up/down, drag & drop, etc.)
• Encourage Social Media sharing
• Include photo breaks (e.g. provide visual breaks in between survey sections)

Additionally, online survey gamification can help increase survey response rates. Gamification of surveys not only encourages engagement with respondents, but it’s even been shown to increase the amount of time respondents spend per question, as well as increase response rates. Here are a few suggestion on how to gamify your next survey:

• Turn demographic questions into a fill-in-the-blank story
• Add an element of competition to your questions (e.g. list as many types of food as you can in 60 seconds)
• Include a letter finding game (e.g. Ask respondents to find letters at various stages throughout the survey and unscramble at the end to reveal the answer.)
• Include an Avatar (e.g. Ask respondents to choose an avatar to customize. The avatar will accompany them throughout the survey.)

A well-structured survey takes time and foresight. Knowing the kind of data you’re hoping to collect is helpful when writing questions. Having a general understanding of the audience who will receive the survey is also very important. According to SurveyGizmo, response rates can soar past 85% (about 43 responses for every 50 invitations sent) when the respondent population is motivated and the survey is well-executed. UX Mastery provides an in-depth look at how to craft a meaningful survey that works.

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