Did you miss our webinar on cultivating a UX mindset for growth?
Don’t worry, we’ve got you covered! Watch this recording now to catch up on everything you missed.
Discover the importance of prioritizing the user experience in driving business growth, and learn about the strategies employed by Canyon Bicycles to foster a UX mindset. Plus, unlock valuable tips and techniques to leverage UX tools, so you can monitor user behavior and optimize engagement metrics.
Watch now and stay ahead of the game! 📹🎥
Here’s an additional resource:
Access the in-depth case study of how Sarah Wilson-Reissmann (Canyon Bicycles) leverages Hotjar to bridge qualitative and quantitative data insights:
https://www.hotjar.com/customers/canyon/
00:00 introduction
5:45 About Sarah Wilson-Reissman
9:21 What is Canyon Bicycles?
12:38 Challenges and obstacles
16:38 Advantages: engaged community of customers
17:48 How a tech stack can replace a UX researcher
19:09 Aggregate customer insights using Hotjar: low budget + low traffic
30:04 What are you doing to adopt customer centricity?
Q&A
#webinar #ux #marketinginsights #consumerbehavior #growthmarketing
– So, that’s getting up. I’m very excited to chat with all of you today. I think this is, I’ve done very few webinars this year, so I’m very excited to get started today. I’m also really excited because we’re talking about customer-centric growth, which obviously with Hotjar, you know, that’s our jam.
That’s my jam, in general. So, really excited to get chatting about that and specifically interested in having a little UX mix into that. So if you could go to the next slide for me, Jess. So today, like I said, we’re gonna talking about UX mix
And with us today to really get us in that direction, in that UX mindset is the wonderful Sarah Wilson-Reissmann. She is a longtime friend of Hotjar. She actually did a chat with us at HOTSAUCE, specifically about that UX mindset, you know, getting you in that head space,
Even if that’s not in your profession. So, this is kind of an ode to that. But Sarah is a UX/UI team lead at Canyon Bikes. And with us as well, we have Jess Ashworth, who is from Hotjar, all things content, all things wonderful, and she’s gonna talk to us a little bit today.
And of course, there’s myself, Karissa Van Baulen, I’m the customer education lead. You’ve probably seen us… Seen us, there’s multiple of me. Sorry, you’ve probably seen me on a few other webinars as well. But yeah, all things customer education, helping everybody get up and running with using Hotjar.
So real quick before I pass it over to Jess and we can just get cracking, I’m gonna go over the agenda of what we’re going to cover today. So first quick intro, customer centricity, what’s it about, why it’s important. We’re then gonna hand it off to Sarah and talk about Canyon Bicycles
And their journey, challenges they’ve faced. Also, their user research aspects of it, right? So, how they got to reach out to their users and as well as how you can do that. And then pop it into it, UX mindset, how can you do it,
How can you achieve it no matter what your role is. In the end, we’re gonna whip it all together. We’re gonna do a Q&A to see what questions you all have. During this time or when Jess and Sarah are talking, do feel free to click on the Q&A button at the bottom.
If you go down to your little Zoom screen, the button says Q&A. You could submit any questions you have there and we will answer that during the Q&A session. Also, do not be afraid to put anything into chat. We can definitely answer questions as they come up.
If they’re something that we wanna also ask again for the group, we’ll do that at the end as well. But do utilize both those areas if you have any questions. So to kick us off, I’m gonna hand it over to the wonderful Jess. – Thank you. Right there, Sunny.
Moves my mouse and it moved the slides. Let have, *I keep on welcome Karissa and hi to everyone who’s joining us as first event today. I’m a content designer at Hotjar. I’ve been here for about two and a half years and I’ve worked across, I think, all of our main tools,
Our heat maps recording, surveys, feedback. But since we grew the team, yay, we are more people now. I’m exclusively designing for our Ask and Engage products. And as a content designer, I am all about creating clear digital experiences that resonate with our users and help them use the platform successfully.
And let me tell you, the Hotjar’s value of putting the customer at the heart of everything we do isn’t just a trend or a buzzword. It’s a real game changer. When you think about it, when you prioritize your customer’s needs, their preferences, their pain points, you’re not just designing products or services anymore.
You’re actually building and fostering really long term relationships. And in today’s competitive market, those relationships are gonna be what set you apart and drive the sustainable growth. In fact, not only can customer-centric companies grow their revenues around four to 8% faster than their competitors, they can also reap higher profits as a result.
And as well as this, by focusing on improving customer experiences, would actually lead to quite significant cost savings, because it’s about five times of expenses to acquire new customers as it is to keep your existing ones happy. And besides boosting profits, there are a lot of other advances as well.
So, prioritizing customer centricity helps companies to announce the trust, and satisfaction, and loyalty that they use as seal when using those products from buying the services. And these positive interactions with customer service teams, like our lovely Karissa and her colleagues, so they contribute to more than 2/3 of customer loyalty,
Which is far, far more than the influencers, like brand or price perceptions, like all of that together. And loyalty is way up there. And the studies show that actually the majority of customers want brands to get to know them. You know, we’re always tracked online with cookies and so on.
And over 2/3 of people would actually happily share their data if it leads to this more tailored and specific online experience. But you don’t need to take my word for it because we have Sarah here today, who’s as we mentioned before, she’s a long time partner
With Hotjar and has done various spokes in the past and is an expert in all things UX and customer-centricity. So please, I’ll pass over to you now and let’s give Sarah a good warm virtual welcome. – Amazing. Thank you so much for the nice introduction. Also, huge thanks to Jess, and Karissa,
And Tracy, and everyone at Hotjar for inviting me to come and talk to you all today. Yeah, as they both said, I’m a big Hotjar fan. We’ve been using it at Canyon since I started. I rely on Hotjar a lot, which I will tell you about a little bit
About in the next 20 to 30 minutes. But maybe first, who am I and why am I here to talk to you besides being a big fan of Hotjar? So, I am actually the UX/UI team lead at Canyon. I started at Canyon a little over three years ago.
To be quite honest, I was the third employee on our digital experience design team. And now, there are about 18, 19, maybe 20 of us. So, we have grown quite rapidly over the last few years, which is extremely exciting. And the challenges and the ambitions have gotten bigger and more fun as well.
I am actually a UX person. This is why this is all about UX. But very recently, I actually took on the UI team as well. So now, I’m the UX/UI team lead and I have amazing UX designers, UI designers, and also one UX writer, which is really exciting.
If you’re looking for me on the weekends, you’ll probably find me in the forest, normally on the (indistinct) in Hamburg. I am a gravel cyclist. I just upgraded to a Grizl CF SL eTap. I don’t know if any of you guys are bike fans or Canyon fans.
Oh man, this bike is amazing and I am loving it so much and I can only recommend it. It is a fantastic bicycle. Yeah, as I said, I’m basically Jason Bourne. I’m originally from the United States. Oh, I should also say I’m getting over a bit of a cold,
Which is why I sound maybe a little gruff, but yeah, forgive me. I’m also British and I’m also German. So, I live in Hamburg and I’ve lived here for about 11 years, which my German should be a bit better. But luckily, we have so many amazing international communities
Where I don’t have to speak German, which is really great for me. And probably most importantly, I am a tireless user advocate. So before I transitioned into UX, I was actually a psychotherapist. I worked with couples in the United States. I have my Master’s in Counseling Psychology.
So, I’ve always been super passionate and interested in understanding why people do the things that they do, what are their motivations, what are their needs, and how can I help them actually get to where they wanna be, which as you can see really translates into user experience design.
But I’m also really passionate about helping anybody outside of the UX profession bring more of a UX mindset and more customer centricity into your role. And I think that what you’ll find in this afternoon is maybe some tips and tricks about how you can do that no matter what your role is.
As Karissa mentioned, I actually gave a talk which is maybe a bigger picture, talk about bringing the UX mindset into your job no matter what your role is at HOTSAUCE in New York in November. And there is a YouTube recording of that. So, I think we’ll share that at the end
If you’re interested in watching that. And what I wanted to do in this talk is actually just dive deep a little bit more into our specific case at Canyon and what we do to try to stay on top of what’s going on for our customers. So, I think we should jump right in
And I’m gonna tell you a little bit about Canyon. I would love if you can put in the chat maybe if anybody is familiar with Canyon or has a Canyon. I would just love to see where you guys are coming from or are you cyclists,
Are you never been on a bike in your life. Nothing? People are still typing, I’m not sure. Ah, great. Okay, fantastic. Sister has a Canyon. “Know them, love them,” from Marks. Hi, Marks. That’s great. Yes, Lisa, we know you have a Grizl. That’s fantastic. Oh, we have a SCOTT rider.
It’s okay. We forgive you. You’re still allowed to be here. Just kidding. Oh, this is fantastic. Oh, you’re in Steamboat Springs. I’m originally from Colorado, from Boulder. How nice. That’s amazing. Oh, this is great. Okay, fantastic. Oh good, we have a real range of sort of people
Who have never, you know, ridden a performance bicycle all the way to Canyon riders. That’s fantastic. So, let me tell you a little bit about Canyon Bicycles. So, we are a German brand. We’ve been around for about just about three decades though we started actually in like a little trailer
That was kind of driven around from race to race in Central Europe. And since then, we’ve grown into the world’s largest direct to consumer bicycle company. And as you can see from what I’ve sort of selected here in terms of images, what we offer really runs the gamut.
So we have, you might know, we have actually a lot of teams that we sponsor and professional athletes. If any of you are MVDP fans, Mathieu van der Poel, we just signed a 10 year contract with him yesterday. We’ve had him already for eight years
And now, we get him for 10 more years, which is super exciting. So, we have relationships and teams like Alpecin-Deceuninc. Also Canyon Collective on the mountain biking side. We started as a performance road cycling brand. So, that was really where we were kind of born. But then over time,
We moved into performance mountain biking, including all of the disciplines, downhill and enduro, cross country, et cetera. And then eventually, around the time, maybe about five to seven years ago, we moved into the urban and fitness genre as well. So, we also offer commuting bicycles or bicycles you can put a child seat
Or a trailer on the back, but always with this very high performance mindset. So, you’ll always find sort of the most optimized specs and, but obviously we really benefit from being a direct to consumer brand, which means that we don’t have to pay the middleman, right?
We don’t have to pay local bike shops. So you actually, we pass on that cost savings to you as well. So, Canyon is really special. We also have e-bikes. We offer a lot of e-bikes in basically every single discipline. And essentially, you should absolutely go to canyon.com.
I won’t be offended at all if you’re browsing and looking at the pictures while you’re listening to me, ’cause our pictures are fantastic and it’s always really fun to drool over the bikes. So, that’s just a little bit about Canyon. Let me tell you about some of our challenges and obstacles.
So as you can imagine, we have quite a few. Maybe the first one, Jess, is supply chain issues. So this is not over, unfortunately. This was a big issue during lockdown and during COVID in the starting in 2020, 2019, 20 a bit and it hasn’t entirely resolved.
There was a huge bike boom during, you know, the pandemic and which was very exciting, because obviously, we wanna get as many people on bicycles as possible. But of course, that was happening all around the world all at once. And then all of a sudden, there weren’t enough components
For all of the bike companies to share. So, what did that lead to? Jess. That led to a really terrible customer experience, right? So in terms of our, of their experience on our website, they might land on a page and every single size was sold out.
We had a lot of, you know, a lack of availability, because we weren’t able to get the components that we needed. This is actually exacerbated or made even worse by the next issue, Jess, which is, you may or may know, I think a lot of people
Who are more on the enthusiast side of the spectrum here, bicycles are made up of lots of different third party components. So, there’s isn’t actually very much the Canyon makes ourselves besides the frame, the cockpit in some cases, the seat post. But pretty much everything else comes from third party manufacturers,
Like SRAM, and Shimano, and DT Swiss, and things like that. So, we are completely dependent on our third party partners in order to actually sell a product, which is obviously make things quite complicated, when we have unreliable supply chains. But also maybe the next one being a direct to consumer bicycle company,
You might think, “Buying a bike online that I’ve never sat on before, I’ve never test rode, I would never do that.” And obviously, that is super reasonable and is a big challenge for us, because obviously our bikes are not cheap, right? We’re not selling hundred, 200 euro bikes.
We’re selling bikes that can cost you up to 10,000 euros, right? And it is a big risk for people to want to purchase something that large without being positive that they, that it’s going to fit them or that it’s going to work for them.
So, this is a real challenge that we’ve tried to combat in terms of having really amazing sizing tools and super reliable sizing tools online. And then, also offering things, like events, and showrooms, and things like that where people can come and try out our bikes.
And then finally, the last big challenge for us is maintenance. Those of you who have bicycles might know this, bicycles need to be maintained. The more that you ride them, the more you wear out parts. And this is not a failure of the manufacturing. This is it’s like a car, right?
It’s something that over time you have to put effort into. You have to lube your chain after every ride. I hope everyone’s lubing their chains after every ride. This is my number one tip to keep your bike going. But this is also a challenge,
Because if you buy your bike at a local bike shop, you know exactly where to go every single time something goes wrong, or you need to update it, or upgrade apart if it isn’t something that you’re comfortable doing yourself. And obviously, as a direct to consumer bicycle company,
This is also a challenge for us, which we’ve combat through associated service partners, which is, you know, kind of trusted bike shops in as many areas as possible that we know are going to work well on the Canyon, so that we can get people there and we don’t have to send bikes back
To Koblenz in Germany, for example. So, those are just a few of the challenges and obstacles that we face as a direct to consumer bike company. But maybe to talk about something a little bit more positive, what we really have in our favor is our community. So, those of you who have Canyons
Or know someone that has Canyons, we really have passionate, passionate customers. And I think this can be true. I mean obviously it’s easy when it’s a fun product like bicycles, but I would really recommend to find your sort of passionate enthusiasts, the evangelists for your products, because they are so excited
And so ready to give you feedback and it’s to help you drive product development in the direction that it’s gonna work for them. We have, you know, local bike gangs in almost every city where people with Canyons will come and ride together. It’s really a special, special community.
And for us, it’s as a UX designer or UX researcher, it’s so ideal, because it is so easy for us to get people who wanna talk to us and who are willing to share their feedback and things like that. So speaking if that, user research and feedback,
Let’s talk a little bit about what we do at Canyon. So when we’re talking about user research and analysis at Canyon, as you maybe heard earlier, we do not have a UX researcher. So, the UX designers actually do all and the UX writer, we do all of our own user research and analysis,
Which is, you know, quite fun and exciting and also very directly, you know, influencing the concepts we’re creating, but also a lot of work. So, our tech stack for user research or more customer centricity, includes Hotjar obviously, which I’ll talk about most tonight. We use Lookback for user interviews and usability testing.
We use Optimal Workshop for card sorting and kind of information architecture things. We use Calendly to book. We have a very manual, unfortunately, very manual process at the moment. I think Hotjar has done something great to improve that and we would love to get involved with that.
And then obviously, we use Google Analytics for analysis as well. And Huuray is a GDPR compliant kind of compensation tool to send out gift cards to research participants. So not a huge tech stack. We work with what we’ve got. So, let’s talk a little bit about our relationship with Hotjar.
So as has been mentioned, Canyon and Hotjar, we really love each other. We go together really, really well. We rely on Hotjar almost every day. We’re using Hotjar or some feature of Hotjar to help us reach out to our customers or to influence our concepts.
But what I have to say is, Jess, yeah, we don’t have a huge budget, unfortunately. So, we actually have very low traffic coverage. We’re only covering, depending on the days, we’re covering between like eight and 15% of our traffic coverage. So obviously, this is a huge bummer
And I would love to change this, but it’s just where we’re at. And what we’ve actually done is we’ve learned how to aggregate data in a way that we can use the limited data that we have in order to kind of be more reliable.
So, let me show you a couple of ways that we’ve done that. So, the first thing we do is with Heatmaps. So, I don’t know how many of you guys are Hotjar customers, but of course, you’ll know exactly what I’m talking about if you’re a Hotjar customer.
If you use some other analytics tool, I’m sure it’s comparable. Though I would recommend moving to Hotjar, because they’re great. So a heatmaps, we have this issue where we have actually like 16 different locales, right? So we offer, or no, I’m sorry that’s not even true, 16 different languages and 80 different locales.
So, we’re actually, we have localized URLs in 80 different countries around the world. Which what that means is it’s really challenging for us to get sort of, you know, if we only got specific data, for example on the German site in English, we would only see one subsection
Of actually what the entire customer’s experiences. So, what we realized is using URLs, we can actually aggregate data on specific pages around the world. Now obviously, there are some differences often between markets, so it’s really good for us to be able to kind of drill down
Into specific markets to see how things are different. But if we want to get more reliable data, for example here, this is the Perfect Positioning System which is the PPS. It’s our bike sizing tool and if we use the URL ends with the positioning system, we don’t have that localized,
Because the Perfect Position System is sort of a yeah like patented algorithm. We can actually aggregate all of the data across the world, and then get a sort of aggregate heatmap to see in general how people are moving. Then as I said, we can drill down into specific markets.
So, this is one way that you can use this to sort of make sure, on a budget, make sure that you’re getting more reliable data. We also use, you can move to the next one, yeah, we also use Hotjar to spot issues. So, there’s a really great on the dashboard
You can kind of set this up and it will give you an example of pages that are having the highest amount of issues of problems. And then, even cooler is that you can actually watch recordings that are connected to those issues. So that if you’re not exactly sure what’s going on
In terms of the payment… Oh, can you go back? Yep. In so for example, we had a lot of issues in the US in terms of payment. It turned out it was our payment provider was having some sort of an outage at this point, right?
And so obviously, the code we’ve got, you know, tracking there as well. But it’s always good for us to also have sort of like a qualitative look on what’s going on and be able to actually even show recordings and say, “Hey, this is the exact point where this broke down,”
And guess what the customer did with it or something like that. So, spotting issues is really awesome and helpful for us and something we do with Canyon. The next thing we do is recordings. So, I mentioned recordings. We are obsessed with recordings at Canyon.
So, there are many of us not just on the UX team and the UI team, but also in terms of merchandisers. We have people in the categories who are always curious about what are our customers doing on our website, what kind of information are they consuming, what do they skip over.
And obviously, it isn’t super efficient to make decisions based on one or two recording, but it is really helpful to dive deeper into specific areas when we’re trying, when we maybe have quantitative data and we really want to figure out what might be going on/ Because of course, quantitative data
Such as Google Analytics can tell us what is happening, but it doesn’t tell us why it’s happening. So, we’ve used recordings quite a bit to be able to dive in. This is an example, I’m showing you all of the filters we used. We were looking for,
We were working on improving our checkout flow and reducing the drop-off rate in checkout. And we weren’t exactly sure why people were leaving during checkout. So, what we ended up doing was this amazing combination of filters, which told us when people left the cart and went into checkout,
But never saw the order confirmation page. So, that gave us this super broad sort of, you know, four step process to see where people dropped off. And then we could actually watch recordings and see what was the point, what were the points at which that wasn’t working.
And what turned out is we have that issues, we have that input field issues. That was one of the things we figured out. We’ve now since localized that and offered more explanation information, and we saw actually a reduction in drop-offs on that page. So, the other thing I would recommend is watching recordings
As like an empathy building practice. So obviously, we use recordings on very specific projects to be able to sort of triangulate quantitative data, et cetera. But what I also recommend is taking 15 minutes on a Friday and just randomly going through recordings to watch and see how your customers move.
What I guarantee is that it will surprise you and maybe scare you a little bit. People are very, very erratic in the way they move through pages and things like this and there’s no way that we would know that, unless we were actually able to watch what they’re doing.
So, super recommends watching recordings. Okay then, we can talk a little bit about incoming feedback. So (coughs),excuse me, lemme take a sip. So, we have incoming feedback from Hotjar set up on all of our desktop and tablet pages. And we really love this, but we don’t love it for quantitative feedback.
And I’ll show you why. So as you can see here, 3.6 out of five. Oh, go back a sec. Sounds pretty good. I would love to be able to share that with my stakeholders and say look at this, 3.6 out of five, let’s get it up to four.
But then, what you’ll see on the next slide is we often get five out of five and the comment that they leave is fun. And I’m pretty sure that they’re talking about this bike, which it’s true. This is a really fun bike. And I’m not thinking that they’re actually talking
About the user experience on the website or the moving through the product details page. So, it can’t really trust that five out of five that that has something to do with the UX on the website. And on the other side, we’ll get the next one, Jess,
We get a zero out of five or one out of five and it says, “It’s a bike shop but there are no bikes to sell.” You won’t be shocked to find that this piece of feedback was like in the middle of the pandemic, which like it’s true, that’s absolutely true,
But there’s really nothing that I can do about that and it doesn’t actually help me understand what the UX on the website is. Of course, we could have a discussion about the full user experience and having out of stocks and that sort of thing,
But of course, I’m responsible for the UX and the UI on the website for right now. So, this is why we don’t actually rely on the quantitative feedback, but we absolutely rely on the qualitative. And in the HOTSAUCE talk, I give you a bunch more fun and interesting qualitative feedback.
So, check that out on YouTube. So we also, you can go to the next one, we also use Hotjar to reach out to our customers using surveys. So as I said, we’re really lucky to have extremely passionate and excited customers, which means recruiting for interviews and usability testing is super easy.
And we do it just by putting a survey somewhere on the site targeted and saying, “Hey, are you a new MTB cyclist or interested in owning a new MTB?” “Yes.” “Can you give us 20 minutes?” And literally overnight, we get hundreds of emails. Now, do all of those people end up showing up
For interviews? No, of course not. This is the fun part of user interviews, but we have enough people that we can send out, you know, emails and invitations in batches, so that we can be sure that we’re gonna get the amount of people we need in order to make the data reliable.
So, we also use surveys, Jess, for the next one, in terms of content testing. So, this first one, the first two you can see, it says, “Do you have three minutes to help us improve the Canyon Outlet navigation?” We were testing wording there, trying to understand if people understood new old stock,
Or used bikes, or things like that. So, we asked them to look at something, and then we basically tested them and said sort of like what kind of outlet bikes do you think latest arrivals refers to. And then, gave them a few different options. And then what we found was, okay, most people
Understood the difference between these categories, so you can also do that. Then we also, in the next one, we also use surveys for customer satisfaction or to track the performance of a new feature. So, we tested out a different way of purchasing a bike
Or of building a bike I guess you could say on product details page. And what we asked was once they had gone through part of that experience, we said, “How would you rate this new way of selecting a bike and why did you say that?”
And then of course, we always take the opportunity to ask them more questions. So then at the end, we also say, “Cool, do you wanna talk about your experience? Because we would love to call you and figure out what you liked and what you didn’t like with it.”
So, those are just a few ways that we have used Hotjar or any sort of tool like Hotjar to bring in customer insights a bit more into our day-to-day life. What I would love to ask now is ask all of you, you can go to the next one,
Yeah, what are you doing already at your, in your company to reach out to customers and to bring more customer centricity and what ideas do you have to do even more? Like how can we do that?” So, I think Karissa, can people raise their hands or just jump in? How does that work?
– You can raise your hand. You can also, if you feel like just typing it out, you can do that as well. And we’ll stay on this slide for a little bit just to kinda see what comes up in general. I don’t have any hand raises yet so. – Maybe really quickly,
I’ll respond to Lisa who’s saying, “Hotjar highlights rage clicks as well,” which is absolutely true. That is so helpful. The rage click, you can see which pages people have rage clicks on. One little tip though, it is, what we found is that we have often product sliders on our product listing pages
And occasionally, people just click through the sliders really, really quickly, and then that registers as a rage click. So sometimes, you get very excited because there’s, oh my god, this page has had so many rage clicks, what is going to happen? Like what’s going on? And then you go and you’re like,
“Ah, okay, it’s just, they’re just going through the slider quickly, not finding maybe more content feedback than like UX feedback. – We have our first answer and it’s from Marx and he said, “We’ve been capitalizing on the momentum discovery and continuous discovery has been having in the product management world,
Design and research skills transition here quite well around common goal?” – That’s amazing. Yes, I’ve talked a little bit about continuous discovery in the HOTSAUCE talk on YouTube. Sorry, I’m plugging that so much. But what I would ask is how are you doing that, Marks,
Are you, is that sort of like an incoming feedback or do you do like a weekly session with customers? Maybe, yeah, any more specifics around that? – “Only process being implemented.” – Cool. So, you’re in the process? Yeah, that’s fantastic. I think it can look, continuous product discovery
Can look so many ways and I think in some ways even having an incoming feedback widget on your site is continuous product discovery, right? Because essentially, customers are offering examples or things that aren’t working for them, pain points, things that are frustrating them, things that they love all the time.
But if you can take it even further and have some sort of a, yeah, like a group or you know, some sort of a research panel that you’re reaching out to all the time, it’s fantastic. – Somebody else asked for the link to your HOTSAUCE talk so I just added that as well.
Just Daniel that is in the chat as well. – Thank you. – Anybody else before we move on? Ah, Lisa, “We used to have a regular user feedback, coffees every four weeks, inviting four users for an hour for a 15 minute, quick interview, and rotating UX designers interviewing them on their topic.”
– That’s amazing. That’s such a great idea. And what I would also say, Lisa, is that, I don’t know, I’m assuming you were doing that ’cause it’s coffee in person, but you could also do that remotely, right? Like get your, the people who are willing
To sort of meet with you, you know, compensate them by sending them, I don’t know, a 10% discount to your product, or an Amazon gift card, or whatever it is. But you know, you can even do this remotely if your customers are all around the world. Great.
– I can also jump in and tell you one that we do with my team. (laughs) Wait, so Sarah’s focused out on the feedback tool and we did the same, like we have feedback across the whole Hotjar product you should probably see And for our ask products specifically, the surveys and feedback,
We are categorizing all of those. Well all of the constructive that come in. So ones that are like, oh this is great, we love it. We just ignore those because they’re not the juice we’re looking for and we take all of these kind of more negative or constructive ones.
And we actually built a quarterly report with those, which I just finished last week. And it’s really, really interesting to see, you know. There are some themes that come up time and time again, that pain points that we know we need to address.
And then, we kind of use these to get the buy-in for the roadmap, to kind of dictate what we’ll work on in the coming months. So, that’s kind of where we’re at the moment. We have this report, a bunch of the comments are around usability. So then, we kind of sit down,
Go through those with the designer, myself and the product manager, and we kind of prioritize, okay, we’ve had this many comments about this specific aspect, what initiatives can we think of, how like where’s the priority in line with that. And we kind of come up with these different ideas,
And then the designer and I go away and we work on some, you know, some proposals, present them back to the team. We get a rating of like how I get difficult this is, so we’re really inputting that into like our day to day.
And coming back to what you said about the recordings being super surprising, like they never fail to surprise me. Some of the things you see users don’t do what you, you know, you think you’ve built this seamless flow and it’s gonna go, you know, A to Z perfect.
No, it doesn’t ever work out like that. So, super recommendation from you to just spend those 15, 20 minutes a week watching for some because you’ll definitely learn something. – Learn a lot, yeah. Yeah, I love this too of putting it into a report, right? Because then, that’s also accessible to external stakeholders,
Or you know, to people beyond your team, or beyond the product development process. Obviously, we want our user input to be affecting the things that we’re working on the, in terms of product development, concepting, but obviously it, you know, we need to bring more customer centricity into our entire organizations, right?
And what better way to do that than to elevate our customers’ voices and bring it to external stakeholders. So, the idea of a report is brilliant. I think I might take that. Thanks, Jess. – Perfect. Well, I think that means we’re ready for our Q&A. Am I wrong? I’m ready. We’re ready.
We’re ready to go. This is great. – Okay, let’s open this up. Now remember if you have any additional questions, we have quite a few. – So if you have any additional, get those into the Q&A now and I will try my very hardest to make sure we should have enough time,
But definitely get those in. Let’s start and the first one is for Jess. “From your perspective, what role does content design play and enhancing the overall user experience and how does Hotjar contribute to this?” – So, I’d first I’ll say that there isn’t really an experience without content. Content is everything you see.
It’s the word, the images. It’s the graphic. It’s the whole lot. So you know, I’m very glad to hear that Canyon and how the UX writer and Sarah team as well. I’m just remembering what did the rest of the question say? Oh sorry. No, it’s okay. It’s okay. I can see it.
– Okay. – To be honest, like from a Hotjar specific perspective, we are very much embedded into these teams that we work with. So as I mentioned before, like I working on Ask and Engage and I work completely alongside the product designer. So, whatever the product designers they have to,
So whatever they’re doing, if they’re running user research session, I’m running use research session, and you know, we’re getting this kind of feedback. Similar to Hotjar, as Sarah’s already mentioned, you know, doing some surveys to find out the best wording, running tests, running usability, interviews as well.
Just, you know, anything that we can be a part of, we are. And then, we take all that feedback and we do stuff with it. So from past projects I’ve worked on, we’ve done a bunch of stuff around information hierarchy and you know, different ways of presenting information.
And I use understanding these terms that we’re playing out how can we simplify this. Like a lot of what we do within the product, like it’s quite complex if you, you know, just jumping in the first time if you’ve never used Hotjar, there are a lot of terms to get behind.
So, we try and make these, you know, as accessible as possible and where they’re not, we can kind of link out to some of the materials that Karissa team puts together in the help center and kind of all the video content that they give us. So you know, sometimes that’s embedding a video
Into the product by to kind of give that tutorial for the first time using a feature, things like that. So, we’re all working quite like (indistinct) say together. And from that, that just eases the experience in why variety users there. Don’t know if I’m really answering the question,
But hopefully kind of we’ve got there. – I think it sounded pretty good and we love supplying you the content, so it’s a great harmonious relationship there. This one looks like it’s specific for Canyon “Sarah, so can you share any specific examples of user feedback or insights that have led to significant improvements
In Canyon’s product or digital experience?” – Yes, that’s a great question. We’re trying and aiming to basically use user feedback to drive or influence all of the kind of new concepts that we’re working on. But I think maybe a good example, I mentioned, I should talked about the PPS,
The Perfect Positioning System, which is our sizing tool. Maybe something that’s important to know is that sizing at Canyon is quite special, it’s quite unique, so it doesn’t automatically match to other bike companies. We have a very, very wide range of sizes. Our founder is like, I think almost,
I think he’s 195 centimeters tall, so super, super tall, and which means that we have bike sizes from like three excess to two XL, so that we can really cover the range. But what that ends up meaning is that it doesn’t always line up exactly with our competitors, and then obviously
That can bring a lot of frustration. We have, you know, people who are so used to being an L in every other bike brand, but then actually an M is what would be best for them at Canyon. The bike sizing algorithm that we use is amazing.
It’s based on tens of thousands of data points that were professionally measured. But previously on every single product details page, it was a form and it was just like enter in your height and enter in your inseam, yeah. And there was maybe a little help modal
To show you how to do that, but nobody clicked on it. And so, what we found is that we were getting so many errors, so many issues, right? And when we did a bunch of research, we realized that some people were entering in their pant in seam,
Instead of their inner leg length, right? Thinking like, “Oh, I don’t have to measure this. I already know my pant in seam, it’s fine.” What I also did was spend a ton of time on like the Canyon Reddit for example. We have a Subreddit of very passionate people. I looked on forums.
I looked on basically everywhere to try to see what were people saying about our sizing and about our sizing tool. And most people were feeling skeptical at the beginning, because they didn’t understand why we recommended an < because of course, they entered in their measurements and then they click show size And it says we recommend an M, and then that's it. And then, right, so they weren't feeling like they could trust that, because they weren't sure that was so different for them or what they didn't expect. Then you would also hear Canyon customers saying like, "Oh, go for it. I was also skeptical Because I thought that I needed a bigger size, but it fits me perfectly." But of course, people still needed this sort of, they needed this understanding or this push. So, what we ended up doing was actually doing size charts and putting size charts on our product details pages. And even cooler, if you've used the the PPS tool, which we turned into a wizard, which teaches people very specifically how to measure and also shows them like the average inner leg length for their height. So that if for example they're way out of the range, they're not as surprised When they get an error message, right? Or they think, "Oh, maybe I need to measure again," right? So, we gave them context so that they could measure more. We gave them instructions, we gave them context, so that they could see where they were compared to other people with their height. And then, we actually on the size charts, showed them exactly where they were in terms of that size spread, so they could see, "Ah, okay, based on my inner leg length and my height, I'm right here. Oh yeah, I'm actually pretty far away from an L That makes a lot of sense to me. Now, I understand why that they, why they're recommending an M. I'll get the M and I will ride off into the sunset very, very happy." So, I think that's one example where we really took the input. We did surveys on the website. In terms of getting feedback, we did interviews. We did scouring of forums and things like that to find out what were the issues and then created a pretty, I think it's something I'm quite proud of, a pretty comprehensive, and significant change to the way that we present our sizing tool That has gotten really good feedback and has reduced the amount of returns based on sizing. So, that's exciting. - I loved those examples. I love the context of like, oh yeah, no, I have an error message like I measured my in seam wrong. You know, like you just like ditch you Or is something wrong? That's great. - Totally, because before that you have no idea. You're like, "No, I'm sure that's my inner leg length, like that's it." And you're like- - Oh, very personal. I know what it is. - I don't really have legs that are twice as long as everyone else. Maybe I should measure it then. - Well that's actually, that's kind of a great segue. Not the in seam part, but the actual different methods that you're using. And this may actually be something you can answer as well, Jess, but somebody asked, "How do you tackle distribution Or distributing the research insights within the company?" You know, do you do like good old presentations, newsletter, Slacks, or do you have like a repository for people to check themselves? - That's a great question. Maybe I'll start, I mean I love this report idea, so I'll let Jess talk about that. But we actually have a repository, a research repository, which is available and accessible to everyone in the company. We also link to, we have a consumer insights team which does more research on the sort of research and development side in terms of building the bikes and that sort of thing. So, we sort of cross reference between the two because obviously, there's a lot of similarity in who we're reaching out to, even if we're looking at slightly different things. And I think most people know that this repository is available and also I will link to it all the time When they ask for things. So, I make them know that it is available and they should always refer back to it. So, that is I think the biggest way that we do it at Canyon. Maybe Jess you can talk a little bit more about the report that you were talking about. - Yeah. So, that is a report that it comes from a bigger initiative that we set up, which is like a usability framework for the design team basically. So, we can kind of measure some metrics and the feedback report makes up part of that. And all of this does live in Confluence. We made kind of like a very lightweight template where you can kind of fill in the gaps as it were and kind of separate things by theme. So, I mentioned before we had a bunch of comments about usability that we might have some about the filters That are available in surveys or customization requests for, let's say, for when you create your survey and you wanna be able to change the font or do something else. So, we have kind of these like placeholders and then depending on the comments that come in and how they're organized for that folder, Just kind of chop and change those around. But sharing wise, like very much sharing on Slack. So usually, it's within like the group level. So for me, that would be the teams working on surveys and feedback and engage like the interviews product. But at the same time, We have like a big product research channel. So, a lot of the more strategic stuff gets shared around there. And also other designers might put a shout out for, "Hey, has anybody done any research on this thing or does anybody know anything about that thing?" And we're all just kind of dipping in And sharing our insights. But like a lot of, I think every time anybody does a research project there will be some aspect of a report coming out of it. Whether it's like, you know, we in depth with a bunch of videos from the interviews, and quotes, And all this stuff, or you know, just a more lightweight, but those do end up being shared around specifically between the product and the design and research teams. - Yeah, I'm a huge fan of reading all links and any links and all reports in general. So, I'm an absolute metrics nerd so this is so fun. Like I feel like I wanna dive it and try to find these now. - I could send it to you You know, go do an hour of dialogue stuff. Check it out. You know, - We do have a few Hotjar questions to answer that I wanna get to before we are done for today. One is from Daniel and he asks, "Can you integrate Hotjar with native apps?" I have no problem answering this Jess, if you would like me to. Yeah, okay great. I'm gonna answer what I think you mean by this, and then if I get it wrong, please call me out and message in the chat. Daniel, I'm serious about this. But we have a variety of integrations. We actually have someone in the chat. Casey, who has worked a lot With the integrations landing pages and integration menu that we have within hotjar.com. Basically, we can integrate natively with a good number of apps. If you don't see one that is natively integrated with Hotjar, you're able to use webhooks. You can work with Zapier if you're familiar with Zapier. Zapier is like, it can do well especially if you don't have the developmental resources. So, definitely take a look there. But yes, we do. We have a few, after I'm done answering the next question at... Oh, Casey read my mind. Yes, that is the URL right there, hotjar.com/integrations. You can take a look, see if your integration that you're interested is there. And if not, I can promise you there's a way to do it. In most cases, if you can't really see anything on the integrations page, feel free to reach a support team And we can definitely point you in the right direction. And then, we have another one for Hotjar. "How do you raise the completion rate in Hotjar survey?" So this doesn't actually have to be me, this can be either one of you. "How do you erase completion rate in a Hotjar survey? The completion rate on surveys I created is not so great. I've tried to limit it to maybe one or two very easy questions, but the completion rate is still very low. I have an answer but I'm very interested to see if either one of you have something for that. - I can also, I also have a bit of an answer. Very good. Go for it. Sarah's is gonna be like, we have way too many customers wanting - Also, I mean we have a ton of people coming in but we also have a low completion rate, which I can imagine is really challenging for if you don't have as enthusiastic and exciting customers as we do 'cause it works for us. But yeah, so I also have a thought But I think I'll let you two go for it. - Okay, so my, well, I mean what, part of what I wanted to say is already in the question like keep the questions as short and free as possible. I think the survey templates that we set up, Most of them would have an absolute maximum of three questions. We did a bunch of research before actually launching the survey templates and we had the whole host of workshops with a survey expert, and that was kind of the findings of her entire book on survey best practices. It's like two or three questions max and in the most simple wording possible like makes up the content and it like your questions have to be clear. The pages that you launch them on, like the type of survey can also play a role. So, is it one that pops up And disturbs the customer experience in like a vital moment and is it gonna frustrate them more or is it somewhere where they're a bit more chill just you know, bragging the bike radio in Sarah's case, and you know they're not gonna be as off responding to that. Or is it one that you have always on, like is it an embedded survey? Is that placement maybe gonna get you more responses? It also depends on exactly what you're trying to achieve from the survey like the one we do this feedback report. Part of that and part of this multi-framework Is to have this UX light survey, which is asking, you know, how does like, do the, does the product meet your needs? How easy is it to use this tool? What's the reason for your answer? Like three simple questions and that's one that we run kind of periodically per quarter. We don't want to bombard users with this one 'cause it can be a bit, you know, it can be a bit disruptive in the experience. So, I think like having the purpose of your survey is very clear, and also not overloading your site with too many, like very, very specific moments. Like if you wanna reach out and get those users for a user research, like make sure that that interaction counts because you don't wanna, yeah, spam new users just put them off coming back to your product in the future. But I also wanna hear about your thoughts. - No, I mean that's a hundred percent the spam one is a huge one, right? Because if you have, even if you have too many of Hotjar ones, right? If you have a survey on scroll, you have a survey that or you have a feedback widget, And then they all show up different times on the page, like that's just, it's not gonna be cool. But this is actually perfect because mine comes from like a localization approach. So, what we find lot of the time, especially going through support tickets or talking with users one-on-one Is that actual response rate really varies by location and culture, right? And so, it's something you don't usually think about whenever you're doing these or you're setting up widgets. But like we can already see it as like the help center, right? Everybody sees the Hotjar Help Center When they're using Hotjar at some point or another. And so we're, even though we have a consistent view or viewage, consistent visiting rate from all these different countries, we have various different types of response rates, right? So people in America, we get positive and negative responses. People in the UK, we only get positive responses. We very, very rarely get any negative responses in the UK. For instance, we get none. Germany, we get none, unless we like really have one that is like if an action happens. So if they click on the up or down vote And a survey shown, that's when they fill it out. So, and that's the, and the only reason why we notice these things is 'cause we look for these patterns to see okay, why this is weird, why does this only happen in specific regions. And so, I think a really great exercise to do, Especially if all of those changes that Jess suggested don't help or you're not seeing a lot of that response right, is try to figure out the issues localized, like in a localized sense. So, focus on your biggest market first. Take a look and say okay, If I talk to a UX professional who is especially or a specialist in this market, you know, what are some tips I can get for them? Is the culture in general where I'm from overly positive? Are they overly negative? Do they not like to interact with these type of things? And it can kind of help you make adjustments to how you serve these feedback widgets, these surveys, and also the kind of questions that you're asking as well. Very good. Well, we have two minutes left and Daniel, I see yours, I'll shoot you a message afterwards 'cause there is one that Sarah did mention on during the talk that I think is actually really interesting. So somebody asked, "Have you ever found a solution to asking users about their satisfaction in the UX rather than bikes?" So they go on about, you know, they have the same situation That you mentioned about people are leaving feedback about the product rather than the tool And even just stay put on the site, like please don't rate the product smiley face, people are still saying like, "Oh, I don't like this bike." So, have you ever figured out a way to try to change that? - It's a great question. So no, we also updated, we updated the feedback widget. So it very explicitly says, it doesn't say, "Please don't rate the product," but it says, you know, "Do you have any feedback about the website?" And we still get this end, but what I would say is, you know, Maybe kind of tongue in cheek, what I said at the end of when I was showing you that is that, you know, ultimately maybe it is impossible to separate the customer experience from the website compared to the entire holistic customer journey, which includes for us, obviously, includes availability on of bikes. It includes service. We get a lot of comments. We actually have, we're quite well known for our positive service experience, but of course, the people who reach out to tell us about our service are generally the ones who've had a not so great experience. So, we end up getting a lot of those comments as well. And what I would almost pause it is that we actually maybe need to look at it in a different way, which is not that, we know which we can filter out the qualitative feedback That is specific to our jobs and for our, for the web shop. But actually, this incoming feedback is really a holistic feedback of the entire customer journey. And therefore, we have people, for example, from the support center who also review the feedback as well so that they can jump on things. We send the feedback to the product developers, so the people who are designing the bikes as well. So, maybe it's not possible and maybe actually we need to reframe a little bit and make it a bit of a bigger customer experience question just in general. - I love that honestly. So you're just like, no we have not. That's great. Well, I have had an amazing time. We are one minute past, so I'm so sorry for anybody that has another call to go to. But we really appreciate you joining today. Thank you so much to Sarah. Thank you so much to Jess. Genuinely has been an absolute pleasure Preparing for this webinar, because you two make this so much fun, so I really appreciate it. If you have any other questions, make sure to reach out to Hotjar. Reach out to Canyon Bikes if you want a bike 'cause maybe I'm gonna start riding bike soon. Make sure to check out Sarah's talk on HOTSAUCE. It is actually amazing, like you have definitely please check it out. But yeah, head to our webinars channel for our next upcoming webinars in the next couple months. Customer education has one as well coming up next month, Specifically about using AI paired with our surveys and feedback. So maybe, we'll even have an answer to how to help with completion rate on that one. Stay tuned. But other than that, have a great afternoon, have a great morning, depending on where you are and we'll see you next time. - Thanks so much, Karissa. - See you next time, Sarah. Bye.