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Evernote's progressive NPS

Evernote is a cross-device application designed to help people be more organized in today's information-rich and time-poor world. Evernote can be used via a desktop application, a website, a browser widget, a smartphone, and the Apple Watch. This breadth of access ensures that people can use Evernote no matter where they are or what they are doing. People can save articles, make notes, and set reminders on the fly to be more productive.

With lots of access points comes lots of complexity. In order for it to work, the application needs to be consistent across every single touch point to deliver a seamless experience. This is harder than it sounds because each touch point, or platform, will have its own set of requirements, and capabilities.  A one-size-fits-all solution does not work.

To keep track of how their product is performing across all points, Evernote collects device-specific NPS feedback to help them learn and optimize its cross-device experience.

Why this is really good UX:

  • Analyzing performance at an aggregate level obscures meaningful insights that can help improve a product's performance at the device level. Using an NPS (Net Promoter Score) survey specifically for their web experience lets Evernote evaluate performance at a granular level to guide their optimization accurately.
  • Evernote adds friction to their user experience by using a full-page modal to deliver the NPS survey. Friction is usually the opposite of a good user experience, but it is useful when you want the user to slow down and take action. With all other elements concealed from view, friction increases the chances of the user engaging with the survey.
  • To maximize completion rates, Evernote uses progressive disclosure to make the survey feel quick and easy. It leads with one question to make the task feel effortless. But once it has captured this initial input of effort from answering the first question, it leads to four more questions on the next page. This is effective because people are more likely to finish a task that they have started.