SE 3

A number of factors influenced the respondent’s journey through the questionnaire. It was necessary to find out which they’re and to what extent they influence the respondent when filling in the questionnaire.

I divided the identified factors into several groups according to their impact on the completion of the questionnaire, the time spent on the question, the understanding of the question and the mistake rate in the answers. I identified the following as the factors with the greatest impact on the completion of the questionnaire:

• the device used to complete the questionnaire,
• the influence of the surrounding environment on the respondent,
• the number of questions,
• the complexity of the questions,
• the average time taken to complete the questionnaire.

After evaluating the data, I focused on eliminating the identified deficiencies to ensure that the user’s passage through the application is smooth and without unnecessary delays. I suggested changes to the problem questions, and a number of new features, in order to speed up and simplify the completion of the questionnaire.

During testing, we also managed to identify the main motivators that are crucial for the respondent to complete the questionnaire. Those are:

• positive attitude towards the interviewer’s brand,
• financial reward,
• loyalty bonus.

I have prepared alternatives to the most common and problematic questions, where we have achieved high „mortality“ of users. At the same time, I prepared a concept of new functions of the questioning platform, which aimed to provide the respondent with opportunities to make filling out the questionnaire more enjoyable.

Findings:

• respondents prefer a more visually attractive form of questions even at the cost of increasing their total number,
• respondents lack the possibility to save the uncompleted questionnaire and return to it later,
• respondents are very sensitive to the form of communication in relation to the interviewers‘ brand.

Solutions:

• enable users to interrupt the uncompletion of the questionnaire and return to it at a more appropriate time,
• break down complex question with multiple types of inputs into separate questions,
• create more visual alternatives to the questions to better match the interviewer’s communication style and the respondent’s perception of his brand.

During the design of the new visual, I had to take into account the tailoring of elements to the interviewer and the respondent’s expectations.

For the design of each question, I took into account the form of the respondent’s interaction with the questionnaire in relation to the device on which they work. While on mobile, a simpler and visually appealing form of questioning was preferred for all question types, on desktop some question types could be replaced with more complex variations while maintaining a positive impact on speed and friendliness of completion.