Q1 2018

Akkroo App User Feedback Prompt

Two devices showing the user interface for the user feedback collection prompt


One of the main goals of the Akkroo product is to replace traditional lead capture methods (think paper forms and badge scanners) used by sales representatives at trade shows. Despite this, Akkroo is typically sold to marketing departments for its powerful integration and monitoring capabilities — not sales teams, the ones attending the trade shows.

Because of this, direct contact with sales teams — the people using our app — has historically been very limited, which meant that we knew very little about the context in which the app was being used and any problems associated with it.


We framed this project around the user persona of the Sales Representative — who we named Serena Sales —, the typical user of the Akkroo app.

Using the Jobs to Be Done framework, we arrived at the following goal:

As Serena Sales, I want to be able to easily report bugs and give feedback after each event in order to improve lead capture process using the app.

Discovery and ideation

Knowing what we wanted to empower our users to do, we decided to build a way for app users to give us feedback about their experience with our product.

In a joint effort with our CS and CX teams, we put a lot of thought into deciding who would receive these prompts and when. Spamming users would lead to frustration, asking them during a show would be distracting, prompting them too long after the event could mean they might forget some important points.

A diagram showing some of the criteria used to bring up the prompt, such as the user having consented to these types of comms.
A simplified diagram describing some of the criteria used to decide who gets prompted to give feedback, and when.

In addition to all the thought put into who is prompted to give feedback, we also wanted to make sure giving this feedback was as easy and seamless as possible.

A few wireframes showing some of the UIs explored for the feedback prompt.
A few wireframes showing some of the UIs explored for the feedback prompt.

After experimenting with a few ideas, we ended up with a very easy flow that allows for a very quick positive or negative response, plus an optional text input for any additional comments:


The prompt was designed to be very immediate and require very little thought from our users.

By making the comment box optional, we were able to minimize friction and encourage more submissions. This not only led to a higher quantity of feedback, but also helped build trust with our users — we wanted to build a better product for them. As a consequence, we received a significant amount of valuable feedback, both in terms of quantitative and qualitative.

Test the feedback prompt yourself using this prototype.


This project turned out to be one of the most significant of my career because of its impact and simplicity.

The final implementation was incredibly straightforward in design but the feedback collected through it is something that is still today providing an incredible volume of important data that has informed product decisions ever since it was introduced — almost two years ago as of this writing.

See a couple of screenshots from our feedback spreadsheet, showing how this information was consumed and communicated to the company at large:

A donut chart showing the general sentiment of our users. This was monitored to assess the quality of our product over time.
The general sentiment of our users is monitored to assess the quality of our product over time.
A pie chart showing categorised pieces of feedback. This would be one of the key inputs when prioristing items in our roadmap.
This categorised collection of feedback is one of the key inputs when prioristing items in our roadmap.

Value added:

  • App users are finally given a voice!
  • The great volume of constant feedback that is used to inform product decisions.

Room for improvement:

  • Delivering the prompt through the app limited the reach we had at the time due to an aging codebase. We eventually updated the system to also prompt the users via email in addition to in-app.