Determined to improve the quality of its survey-based data, Microsoft prioritized increasing the percentage completed on smartphones. With only 9% providing feedback via mobile (in mid-2017), the company was missing a sizable portion of its customer base. This led to a concerted transition to mobile-first design. Success and failure has occurred during what is still a work in progress. The researchers involved would like to share their experiences and learnings with you.
- The extent representativeness suffers if the growing number of smartphone-only respondents is ignored
- Consistency is key – Mobile-first is about improving PC experiences, too
- Change is hard – Be prepared with transition plans and managing stakeholder objections