Enabling Hospitality companies to manage customer experiences
At a glance
Full Clarity was tasked with redesigning Feed It Back’s guest survey and case management software to improve user experience, streamline system functionalities, and enhance mobile compatibility.
The previous system had usability issues such as difficult navigation, cumbersome tag selection, and inefficient processes.
We provided user research, user flows, wireframes, UX/UI design, front-end development, and technical consultancy to create a more intuitive platform for customer experience managers and hospitality guests alike, ultimately delivering robust solutions across multiple devices and breakpoints.
Project type
Sector
Services provided
Technologies
User research
The User Research conducted was a critical step in identifying key pain points and opportunities for improvement. Through the user interviews we ensured that the research covered various company sizes and usage scenarios. This comprehensive approach helped uncover the existing system’s inefficiencies, such as difficulty in viewing closed cases, cumbersome email integration, and unnecessary steps in the workflow.
The insights gathered were organised into a spreadsheet, highlighting specific problems like the time-consuming nature of the current system and the frustration of manual data entry. From these insights, Full Clarity identified opportunities to streamline processes, such as integrating email functionalities directly into the system, simplifying case closure procedures, and enhancing the overall user experience by reducing the number of steps required to manage cases. These findings directly informed the redesign efforts, ensuring that the new system would address user needs more effectively and improve overall satisfaction.
The User interviews enabled us to gain an understanding of how the existing system was being used, revealing both pain points and potential opportunities.
Reputation management platform
Full Clarity undertook a comprehensive redesign of Feed It Back’s case management platform with a focus on improving the UX/UI to better serve customer experience managers. The deliverables included creating a responsive interface that works seamlessly across mobile, tablet, and desktop devices.
Key issues addressed in the redesign included simplifying navigation, enhancing the case filtering options, and improving the visibility of tags and case statuses.
The redesign also focused on streamlining workflows by reducing unnecessary steps, making it easier for users to manage cases effectively – this included a comprehensive Inbox which enabled customer experience managers to manage their incoming reviews in a powerful feature-rich new view. This approach provided a centralised and intuitive platform that significantly improved the usability and functionality, enabling managers to handle customer feedback and relations more efficiently, thereby strengthening the overall reputation management process.
Customer experience review app
Full Clarity’s redesign of the Customer Experience Review App for Feed It Back involved comprehensive enhancements to the user experience across all breakpoints. The redesign focused on simplifying key areas, including the entry points for users, the navigation flow, and the structure of feedback forms. Full Clarity improved the end to end user journeys from survey review entry to submission, ensuring users could easily navigate through various question types and provide feedback without friction.
The redesign included various question types and screens, such as multiple-choice questions, rating scales, and open-text fields, which were carefully structured to ensure a seamless flow from start to finish. Key screens included an intuitive survey entry point, streamlined navigation through different sections, and a clear, user-friendly submission process.
Additionally, branded, white-label versions were developed, allowing the app to be customised for different restaurant chains, thus maintaining brand consistency while optimising usability. This comprehensive approach ensured that the Customer Experience Review App was not only more user-friendly but also aligned with the specific needs of different hospitality brands, ultimately leading to better customer feedback being gathered.
Technical research & planning
We identified several technologies, such as QR codes, NFC (Near Field Communication), and OCR (Optical Character Recognition), that could significantly enhance the ease with which users could access and interact with the feedback system. These technologies were assessed based on their feasibility within the existing EPOS (Electronic Point of Sale) infrastructure, and their ability to increase conversion rates while providing a more personalised and branded experience for customers.
Alongside these technological advancements, a technical roadmap was crafted in close collaboration with the client’s internal team, allowing us to map out a phased release strategy. This included a focus on balancing short-term goals, such as enhancing entry points to the feedback system, with long-term objectives, such as increasing overall system efficiency and compatibility with a range of devices. Our research also led to a clearer understanding of the limitations and opportunities presented by the existing EPOS systems, informing decisions on integrating new features.
By thoroughly addressing both the current technical challenges and future growth needs, we were able to help advise and steer the client towards a comprehensive technical roadmap that positioned Feed It Back to not only meet its immediate business targets but also lay the groundwork for sustainable growth and ongoing innovation.
We explored potential solutions to improve the technical framework, including innovative methods for data capture & integration.
Front-end development
Leveraging modern frameworks such as Vue.js, we created responsive and intuitive front-end components that aligned with Feed It Back’s functional and aesthetic requirements. Off the back of the UI design system, we created a UI component library which served as the blueprint for all visual and interactive elements, ensuring consistency across the front end user experience.
The UI component library ensured a comprehensive styling including a colour palettes, typography, button styles, form elements, and iconography. This library was essential in providing a coherent user experience that reflected Feed It Back’s brand identity while allowing flexibility for the integration of client-specific customizations. The UI component library also supported responsive design, ensuring a seamless experience across desktop, tablet, and mobile devices.
By developing intuitive forms, enhanced dropdowns, and dynamic feedback entry points, we ensured that the front-end was both accessible and efficient for users. These improvements were critical in addressing the challenges identified during the initial UX research sessions, such as cumbersome navigation and complex workflows.
Our front-end development also integrated seamlessly with Feed It Back’s back-end architecture, ensuring that the system was scalable and adaptable to future enhancements. This collaboration allowed us to deliver a front-end experience that not only looked visually polished but also supported Feed It Back’s goals of increasing user engagement and improving overall system usability.
Service worker implementation
To further enhance the performance and reliability of the Feed It Back platform, Full Clarity implemented a Service Worker that significantly improved offline functionality and user experience. Service Workers act as a client-side proxy, allowing the platform to cache key assets and enable the application to function even when users have limited or no internet connectivity. This capability was essential for ensuring uninterrupted service, particularly in hospitality environments where network reliability may vary.
Our Service Worker solution was designed to provide intelligent caching mechanisms, preloading key assets and storing them in the browser’s cache. This allowed users to continue interacting with the feedback survey without disruption, ensuring that data such as completed forms, images, and other media were saved and could be uploaded once a stable connection was restored.
We also built a custom configuration to allow Feed It Back’s internal team flexibility in controlling the caching behaviour. This included the ability to set specific caching rules, such as determining which assets should be cached and for how long, ensuring that outdated resources were cleared in a timely manner. The Service Worker’s functionality included automatic updates of the cached content when new versions were available, contributing to an always up-to-date user experience.
The result was a robust offline solution that improved the platform’s reliability and enhanced the overall user experience. This Service Worker implementation was particularly valuable for mobile users, ensuring that their interactions with the system were seamless and uninterrupted, regardless of network conditions. By integrating this feature, Full Clarity helped Feed It Back achieve greater user engagement and satisfaction across a variety of use cases.
The impact
Full Clarity’s partnership with Feed It Back enabled a significant transformation of both the guest survey experience, and case management inbox improving the user experience. By redesigning the front-end, as well as consulting on improving the technical infrastructure, and implementing offline capabilities, Full Clarity enhanced the platform’s performance and helped Feed It Back expand its presence within the UK hospitality market.
This collaboration positioned Feed It Back as a key player in the rapidly growing customer feedback industry, attracting substantial new investment to support further growth and expansion.
They just ‘got’ what we wanted to achieve and they challenged us and provided an outsider’s insight into how we could approach different challenges. This ultimately meant more work for them within the already agreed budget, but demonstrated their commitment to delivering a best-in-breed solution.
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