Relaunching

Gumtree’s NPS Survey

Full ownership of the process, from strategy, UI design, to analysis and democratisation.

Setting the Scene

I led this project, relaunching Gumtree’s NPS survey:

  • Setting a new baseline from which to measure future fluctuations.

  • Allowing the team to validate design decisions and feature launches against user sentiment.

  • Creating an ongoing database of readily accessible insights - these could be powerfully filtered by user type, journey stage and product area.

Company Context:

With a newly re-hired product team, this was a key opportunity to show the value of user insights in product decision making, when in depth discovery wasn’t yet within resources.

This was during an agile scale up phase, so the focus was on a somewhat scrappy tool-agnostic solution, prioritising value and impact with future scalability.

But quickly: what is NPS?

NPS, or Net Promoter Score, measures the likelihood of users to recommend a product to friends, family or colleagues.

Two parts are collected, quant data (a score from 0 to 10) and qualitative data (a verbatim statement asking the reason for the user’s score).

These responses then lead to an overall score each month (between -100 and +100) and a database of reasons for this score, which can be further analysed.

Key Skills

  • Stakeholder consultation & management.

  • Contextualising results data to fit multiple audiences (empathising).

  • Visual design, copywriting, and email CTR optimisation.

  • Agility and adaptability amidst ambiguity.

  • Design documentation and handover.

  • Leveraging AI tools in qualitative data analysis.

Impact

  • Successfully relaunched our NPS survey, engaging the team’s curiosity and user empathy.

  • Empowered SLT with knowledge to track sentiment based OKR’s and make strategic decisions.

  • Providing missing qualitative insights, used in strategic planning.

  • Delivered valuable and fit-for-purpose insights with minimal resource use, tailored to each team and seniority level.

Team members began seeking out this information on a regular basis, asking for insights and engaging with monthly summaries on slack.

Increased profile of & appetite for user research

Signs of Success:

The Process

Survey Design

  • Stakeholder consultation

  • Desktop research into best practice, becoming an expert & educating the team.

  • Experimentation & analysis of existing data to determine touchpoints & delivery

  • Developing best strategy amidst tight constraints

Implementation

  • Email and survey form UI design, optimising CTR.

  • Design documentation & handover to external dev team.

  • Copywriting

  • Integrating with CRM software back end.

  • Consolidating design system elements during org-wide redesign.

Analysis

  • Created automated process for monthly reporting.

  • Lean proof of concept to generate momentum and excitement.

  • Tailoring artefacts to different depths of data and audiences.

  • Always prioritising MVP, stakeholder empathy and future scalability.

Handover for external dev team, outlining email interactions

Monthly analysis using excel & figjam AI, with summaries for different teams & all responses sorted below.

Reflection

Overall, this project was a great opportunity to bring a user focus back to the product team, and I’m proud of the way I was able to leverage limited resources to assist in product decision making.

Success metrics were subjective:

  • My focus was on creating discussion and enthusiasm around NPS, and solidifying it as a powerful resource 💪🏼

  • Increasing the score itself was then the responsibility of the whole product team 📈

This was our team’s first foray into user research after years of this not being prioritised, so skepticism was to be expected. It was however great to be approached by team members looking for this data, and to feel that qualitative data was being used and understood as an important metric.