Inside Mopinion: Powering UX Design with Feedback
02 Mar 2022

User experience and feedback. Like many other great combos, one truly cannot survive without the other. UX design is all about providing your users with the information they’re looking for, and doing so in the simplest and most intuitive way possible. Naturally, there are many ways to go about designing a user experience, though, arguably, none are as imperative to the process as collecting feedback. If you want to tailor experiences to your users, then it goes without saying that you’ll need to step into their shoes and try to understand their experience.

UX and feedback: a match made in heaven

In this article, we catch up with Mopinion’s UX designer, Hanne Nusselder, to talk about the role feedback plays, both internally and externally, in her design process here at Mopinion. Not only that, we’ve also added some tips to help you get comfortable using Mopinion and asking for UX feedback.


Not sure of the role feedback plays in UX design? Check out this blog.

How does Mopinion’s UX designer use feedback?

Can you tell me a little about what your role in Mopinion entails?

“I focus a lot on the flows within our product, dealing mainly with how users navigate and move through the software. As well as that, I work closely with Jos, our Product Manager. If he gives me some information about a potential new feature, I will be asking okay, why are we doing this? Is it feasible, does it make sense? How should it work? And just really go back to the ‘why’ before we come up with some sort of solution that is valuable to our users.”

How do you decide when you have a good solution?

“Ideally, I will ask what it is we are trying to solve and why? Then when we have a clear idea, I sketch some ideas and then check in with the managers to see whether it’s still what they want, and check with development whether it’s feasible or not. We also gather customer feedback, and ask if we do something like this, would you use it, and how would you use it? Would this have any value for you? Often we’ll try out the solution in a prototype, but if we see in the user feedback that it won’t work, we have to go back and try again.”

How does feedback inform your design?

“Well, internally, when I start working on something, I actually have to talk a lot to different people within Mopinion. I’ll talk to development, and to customer success, as they get great user feedback and ideas from customers suggesting new features or informing us about bugs and things that are broken.

I also check the feedback inbox myself to stay up-to-date with what our users tell us. Then, as a team, we debate whether the issue is something we can fix easily or if it has to be added to the roadmap.

Sometimes the real challenge is deciphering an issue or a problem from the feedback we collect.

For example, let’s say we receive feedback from a user that requests a new feature. Sure, we could dive right in and start building that new feature, which would take up a decent amount of development time. However, the approach we usually take is to find out what the real issue is. What issue is this potential feature going to solve? Is there another alternative? We look at other ways to tackle an issue that solves the problem, but also works for us and our team.”

How does Mopinion benefit UX designers like you?

“Whether you’re a UX designer or a UX researcher or anyone who is involved in CX, I think it’s critical to gather insights on key moments in your product journey. We are very often in the dark when it comes to why someone is doing something. Sure, you can see in the analytics that something is happening, but you don’t know why. That’s why Mopinion is great, because it gives you the ‘why’ behind those analytics or behaviours.

The biggest benefits for designers, in my opinion, is how flexible the tool is. You don’t need any other developers or marketing team members to set it up and start pinpointing user behaviour. You can start finding out why they are where they are and what they’re doing, so I can imagine there are a lot of UX researchers and designers who should be using it!”

Tips for collecting UX feedback with Mopinion

According to Amazon Web Services, 88% of online shoppers say they wouldn’t return to a website after having a bad user experience. If people find your website difficult to navigate, or unclear, your customers are most likely going to drop off. Thankfully, tools like Mopinion can help you understand where your website is missing the mark.

As Hanne explained, the work you do requires a lot of research and observation, and asking for feedback is one of the very best tools you could have. Mopinion helps teams address and prioritise UX and design issues that surface, putting your organisation one step closer to reaching a profitable conclusion and increased conversion. There are many ways you, as a UX professional, can leverage user feedback with Mopinion.

For example, you could create a survey that is triggered only to people who are coming from a certain page. You could use a Mopinion survey to simply ask, why are you here? This allows you to gain a better understanding on the different pathways your users or customers follow in their customer journey.

Specific features like our URL targeting are perfect for helping you to pinpoint users in a specific place in their journey. This is done using the element ‘Website Data’ within the platform. Once collected, the URL parameter will be shown in the inbox under ‘Website data’.

Another way to leverage Mopinion feedback forms is to use them to invite people to your user panel. This way you can use the metadata to make their experience both short and intuitive, or you could personalise your survey with conversational feedback forms.

With unique features like visual feedback, your users can submit screenshots or highlight the location of a bug alongside metadata such as browser type, OS, window size, or screen size. This input will give you the resources you need to determine the origin of the bug or error and rectify it. If you want to know more about the different feedback form templates, check out this blog.

Don’t Ignore Everything Else

As Hanne explained, the real key to success is finding the intersection between the feedback you receive, (what the customer thinks they want), and identifying the issue at hand and considering how the chosen solution will fit into your overall product plan or vision.

Feedback is not something that you need to take literally. The real challenge with customer feedback is to understand what people really want. To grasp what brings value to them.

Steven van Belleghem, author and expert in customer centricity.

Your users might think they know exactly what they want. They might say hey, I need a navigation bar here, and sure, you could just go ahead and start building that navigation bar. However, a seasoned professional would know that, while taking feedback on board is important, it’s not the only thing to think about.

Source: Justinmind

Asking questions and collecting feedback are indeed essential, but at the same time, just because you ask your users what they want, doesn’t mean you have to execute everything exactly as they say. Dig a little deeper, find out why they’re asking for something, and use that to create a solution that works for both you and your customers.