In the online campaigns, prospective clients were dropping off quickly from the questionnaires.

Link to the Quiz

As a UX Writer, I had never worked on a challenge like this before. I was a bit anxious.

Would I be able to find and implement solutions? Will I be able to achieve the best results?

Will my client be happy with the results?

Will I have sufficient time to test and experiment my solutions?

Will I get the support from all the teams? I learned the importance of collaboration and sharing my ideas early with different teams such as product management, UX research, UX Design, marketing, Engineering, Training, Market Research? Did I succeed?

Yes, I successfully enhanced the existing campaigns, made them interesting and engaging. I found new solutions and tools, processes, and completed the project in record time. We shared these solutions with our partners and clients to attract more clients and business for them in different domains.

A) For single answer questions, when a user clicks on an option, the next quiz question should be presented automatically without the need to click any button after choosing an option. It will reduce the efforts, clicks, and taps required to move to the next question.

B) Rephrase the text on the quiz questions to reduce the cognitive load on the quiz participants and make the quiz options easy and quick to understand.

C) Include fun facts, fascinating tips, quotes about pets on some quiz questions.

D) Include cute pictures, funny GIF images of pets on some quiz questions.

E) Include games such as wheel of fortune and scratch card on some quiz questions.

F) Include background music on some quiz questions.

G) Include beautiful colors and rich background so that participants wait for the next quiz from you.

H) Include some jokes about pets.

If we create a mobile app that would provide all these suggested features to people who want to create quizzes, then many people, customers, and businesses would benefit from this mobile app and enjoy the benefits of the quiz research and grow their businesses.

I tried to find more information on Google about Nestle Purina's surveys, types of surveys, types of questions asked in the surveys.

I tried to find the keywords used by pet owners to find information about pet products, pet health issues, pet nutrition, and pet baby sitting.

I tried finding keywords on websites such as outranking.com, people-also-ask.com, and alsoasked.com.

I tried to identify online information-seeking behaviors of pet owners that could lead to significant decisions and actions. A survey addressed this goal. However, pet owners were not interested in filling the surveys.

I tried to address these questions asked by prospective clients, such as:

• What and when will I get at the end of completing this survey?

• How will my pet benefit from this survey?
  

Surveys are considered by the participants as one way and passive method of communication which is beneficial primarily to the companies to get more customers.

They feel surveys are long-term customer research plans.

Action plans in response to these surveys are not transparent and not publicized to the survey participants. To overcome this lack of instant results and survey feedback, I felt, I can replace it with quizzes.

Later, I felt, I should replace the surveys with interactive quizzes and present the quiz results instantly to attract and engage more pet owners and prospective customers.

I tried to include the keywords from my keyword research in the surveys to make the surveys more relevant for the pet owners.

Subsequently, I tried to gamify the questionnaire to increase the number of participants, and make it more interesting and engaging. It worked.

Everyone wants entertainment and instant results and to achieve this goal, quizzes and gamified questionnaires proved to be the best to achieve this goal.

I tried to find out why people choose certain types of information-seeking behaviors instead of others, and when and where they engage in these behaviors. I found out surveys are not appropriate. Instead, user interviews and field studies worked better with some clients and some situations.

Gamification:

Gamification of the questionnaire helped in making the questionnaire engaging and exciting. Based on the type of pet selected and some other answers, we presented different games to the participants.

First, we tried breaking the ice, building familiarity and rapport by playing games with the users and prospective clients.

Games such as wheels of fortune, online lotteries, scratch-off cards, and loyalty programs.

We allowed users to collect badges, points, and also receive rewards.

Rewarding clients in contests for selecting an excellent or the best caption for a picture of a customer's pet.

Gamification provided a memorable experience that made an appealing connection with customers.

Positive feelings helped the brand to stay on top of customers’ minds.

It helped increase customer retention and additional sales.

Photo Fun Contests:

We ran the Photo Fun contests with frames and stickers of our brands.

Participants applied them to their photos and shared these photos.

We ensured the photo stickers used by the participants has a mention of our new product.

We promoted our slogan with the photo frames.

After submitting their decorated photo entry, users downloaded their decorated photos and shared them on social media. This automatically turned them into our brand ambassadors. This helped us to reach a wider audience and exposed our corporate image to more online users.

We renamed our survey as a quiz.

Presented limited number of quizzes and quiz questions.

Innovative and creative question formats increased engagement and retention of participants.

Introducing a combination of fun, closed, scoring questions and open questions helped make the questionnaire varied and helped in preventing disengagement from participants.

Researching and collecting only necessary answers and data required for your campaigns helped retain the attention of the participants.

Asking only those questions whose answers could not be gathered and researched from the social media or from anywhere else were included to make the questionnaire concise.

Using different types of UI elements such as scales in each questionnaire helped make the questionnaires interesting.

Accommodating, adjusting, and resizing UI elements and spacing them at strategic locations helped make the UI elements seem concise and easy to complete.

Presenting one question at a time method helped in making the questionnaire easy on the participants and the less overwhelming.

Use emoji’s as rating scales. For example, a participant would be presented with a range of emojis and asked to select which one best represents their experience, or how they feel about a statement.