Role: Senior UX Manager
Team: UX Researchers, Product Designers, Product Managers
Problem
Most product teams had limited understanding about:
- How end users (property managers, facility managers, brokers etc.) perceived the CBRE products
- Impact of this perception in product adoption and usage
Without periodic and consistent feedback from users we risked the continuation of building features and products that don’t meet their needs.
Additionally, not all product teams had resources to consistently collect user feedback to ensure their product and related features are providing value.
Opportunity
How may we provide product teams with resources to consistently collect user feedback to ensure their product and related features are providing value.
Process
To address this challenge, we created UEM (User experience measurement): a lightweight way to measure and understand user perception of our products.
This measure addresses three core elements:
- Ease of use
- Usefulness
- Satisfaction
Vision
The measure was designed to help teams:
- Mitigate risk by providing ongoing user input on products
- Understand their own product’s effectiveness and allow for comparison across products
UX “Fire Alarm”
Alert teams to negative changes in user perception.
Opportunity Spotting
Help teams uncover and focus on specific areas of their product that need attention.
Long-Term Trends
Gauge how users feel about products before and after major releases and as products evolve over time.
Bench-marking
Provide consistent product measures for base-lining and comparison between CBRE products.
Deployment
UEM is designed to be simple for users and product teams.
For Users:
- they receive the survey every 90 days via
an in-product, dismissable pop-up - takes about 2 minutes to complete
For Product teams:
- We provide short JS code snippet
- Product developer adds code to product and tests (typically just a few story points in a single sprint)
- We work with product team to adjust UEM questions, timing, look and feel – no further action needed by product developer
Questions
Core questions:
- How easy or difficult is it to use [PRODUCT]?
- How useful do you think [PRODUCT] is for your job?
- Overall, how satisfied are you with using [PRODUCT]?
- Do you have any comments about how we can improve [PRODUCT]? (open-ended text question)
Background questions (optional):
- How long have you used [PRODUCT]?
- How would you rate your knowledge of using [PRODUCT]?
Demographic questions (optional):
- In which CBRE market are you located?
- What product types(s) of commercial real estate do you work in? Please select all that apply.
- What type(s) of clients do you represent? Please select all that apply.
- What is your job title?
- If you are willing to participate in surveys or interviews about new [PRODUCT] features, please enter your email here.
Scoring
The UEM score is calculated from the average scores for Ease of Use, Usefulness, & Satisfaction measures based on a 0-100 scale. This method allows for:
- Simple interpretation by product teams
- Easy calculation of significant differences between time intervals and user segments
- Easy calculation of confidence intervals
The UEM score gives a single measure for tracking over time, while preserving individual scores for product teams to not where to focus energy for product improvement.
Outcome
My team launched the biggest and most impactful change in CBRE D&T since it’s inception in 2015.
UEM is running on 40 products as of July 1, 2024.
We are well on our way of implementing user feedback loop to enable continuous improvement through data-driven Product and Design decisions.
- UEM provides a feedback loop for continuous improvement
- Over 6800 UEM responses received since launch
- 1450 participant opt-ins