Data Collection: Developed using visual design and human behavior By: Patrick Johnson, Design Strategist UI/UX

By: Patrick Johnson, Design Strategist UI/UX


How do you keep strangers engaged while asking them a series of questions for which you need to compile honest and accurate responses?

That was the question my team and I faced when designing for a data collecting exercise at Dig South, the premier startup expo in Charleston, South Carolina. We wanted to gather data and learn more about event goers and understand what they liked, why they were there and what challenges they faced.

We knew, out of the gate, we only had a matter of minutes with each poll participant so we’d need a solution that could quickly and clearly explain what we were asking and how to respond. We searched for the right polling software or app, but came up with options that were too involved for users and didn’t offer the simplicity and visual angle we needed. So, we rolled up our sleeves and created and built our own app.

As a UI/UX (User Interface/User eXperience) Strategist, it is important to always focus on the user and how human behavior plays a role in what you develop; keeping mind that advancements in technology must work in balance with our current behaviors while influencing change for the better. This type of design thinking originated from my background in urban design where I used this thought process to create physical spaces where users felt connected to and could navigate easily upon their first experience. So when we built our polling app called POHLer, we kept it simple yet powerful and tapped into the specific behaviors and needs of our users.


Design Considerations: How They Influenced the Final Product

(Handy) Technology is our hook. Technology, such as tablets, gives users the ability to simply touch a device to operate it. By handing a user a tablet, we found they are more willing to complete a poll due to the intrigue and simplicity of the technology.

Keep visuals top of mind. Visuals are applied to each poll question we feature on the app. This helps users better understand the question so they can then more quickly process answer options, that in turn helps to provide more accurate selection and response process.

Keep it simple. Simple UI (user interface) components were designed for each process and layout of the app: Questions featured multiple-choice answers to increased the speed at which a user could take the poll and allowed for the direct comparison of data.

Don’t force it. Ever taken a survey and just selected answers so you could be done? That’s want we wanted to prevent. All of the questions asked were optional so a users never felt pressured to make a selection they weren’t confident about. This strategy helps reduce the stress on a user and provides more honestly with answers.

Show the impact. It’s critical to show users that their input matters and will make a difference. Otherwise why would they want to invest the time to offer their opinion? The results of the poll were posted live on display screens throughout the booth so users could see immediately how their answers stacked up with others. We also captured participant’s home zip codes and displayed the geographic results in order to showcase the geographical reach we were achieving.

Reduce reluctance. In order to spark interest we needed to create an environment that would draw participants in, make them feel comfortable, and intrigue them to take the poll. In order to accomplish this we used a mix of monitor displays that showcased result and a video explaining what we were doing. We also incorporated furniture that you would find in a home such as a wood dinning table with chairs, couch and rug. This gave the user a familiar context that was comforting which in turn help to increase participation and interest.

All of these components came together to produce a final product and process that is helping us gather information in a simple yet effective manner. Each time we utilize POHLer we find insights we would not have imagined and in turn this provides us with valuable user feedback. In all, it is about learning how to design technology so that it taps in to how people really interact with it.


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