In-app Customer Outreach

Gathering Feedback from Customers

We needed a better way to hear directly from our app users. Feedback was limited and scattered across different tools, making it hard to understand how people were actually experiencing the product or which problems were worth solving. This project focused on creating a lightweight and clearer path for users to share their thoughts, helping the team stay closer to real customer needs and make more informed decisions.

To measure success and support future iterations, we focused on metrics that could reflect adoption, engagement, and the overall health of the feedback loop.

At checkout, users are already committed to completing a purchase, making them more receptive to last-minute upsells. The membership offer was introduced as a simple, low-friction add-on: a checkbox with clear language and immediate impact.

While this was an early-stage initiative, the goal was to build the foundation for a continuous discovery practice, where feedback becomes part of the product development process, and not an afterthought.

As a first step, we focused on two natural points in the user journey: the My Account section and the Order Confirmation screen. In the account area, we added a new entry where users can leave feedback about the app at any time. On the confirmation screen, shown right after a purchase, we introduced a lightweight prompt to capture immediate impressions and invite users to share more through a follow-up interview. These touchpoints were chosen to make feedback easy to give without interrupting the core shopping flow.

We added a dedicated “App Feedback” entry in the user’s Account menu, giving customers a persistent place to leave comments about their experience.
Once tapped, users can choose what they want to comment on, whether it’s their overall experience, ease of finding products, issues with checkout, or reporting a bug.

This approach helps us route feedback more effectively while still offering an open field for comments.

After placing an order, customers are prompted to rate their experience and optionally leave additional comments. This sheet appears at a moment of natural engagement, when users are still active and their shopping experience is fresh.

If their feedback suggests room for improvement, they’re invited to book a short interview with the product team in exchange for a discount code. This creates a lightweight but high-value path into user interviews.

POST-DELIVERY FEEDBACK

After an order is confirmed as delivered, users receive a subtle push or in-app notification inviting them to review their purchase experience. They can share feedback on whether the item met expectations, report delivery issues, or contact customer support directly. This gives us visibility into the last mile of the customer journey and helps close the loop on post-order satisfaction.