“People want to be heard, not bored.”
That’s one of many consumer insights that drove the creation of Wyzerr, the fast-growing startup that builds customer feedback surveys that look—and feel—like games. Batterii spoke with Natasia Malaihollo, Cofounder, Chief Executive Officer and Lead Programmer, and Stedmon Harper, Cofounder and Chief Creative Officer of Wyzerr, to learn how the company is using a design-driven process to create surveys that actually understand end users.
Batterii: What is Wyzerr, and how is Wyzerr making surveys modern?
Natasia Malaihollo: Wyzerr makes customer feedback surveys and analytic tools that are smart and playful. Our platform mimics behaviors and interactions learned through popular mobile games and social media apps. By making it fun, fast, and easy for digital consumers to provide feedback, we get significantly more data in a shorter amount of time.
We initially started with a really cool technology to ensure that every customer in a store would get a different kind of survey. We didn’t like the whole “one survey fits all” model so we were building technology to ping people in-store with different kinds of surveys on their phone…We couldn’t find any survey platform that makes their surveys look like mobile games so we made our own.
We can do 25 questions in under 60 seconds. On our competitors’ platforms, that takes an average 15 minutes. If you think about how many surveys you receive in a day, it’s absurd to think consumers will spend 15 minutes each to provide feedback.
Batterii: How would you describe your approach as you grow Wyzerr?
Natasia Malaihollo: A hacker in our world is someone that takes on intellectual challenges and overcomes them through creativity and cleverness. My entire team is made up of hackers and I only hire hackers—people that think outside of the box and believe they can do anything…
I only have one philosophy: follow the data. We use Wyzerr in everything we do. Every decision made at Wyzerr is determined by consumer feedback data in some way.
Batterii: How has your focus on design and user experience helped guide product development?
Stedmon Harper: Our focus on design and user experience has allowed us to build an offering that is more consistent with the digital age. We’ve adopted the principle of playification—where we use playful design to add aesthetic value around data capture. Our surveys are fun because we aren’t trying to be anything but a survey.
Knowing people typically lose interest after about 8 seconds of starring at a particular screen, so we design around logic, patterns, and contrast which not only keeps the end user (consumers) engaged with our platform but also gives them the ability to see and understand how to take action as quick and simple as possible.
This approach stays true to the very core of the product which is HONEST DATA FAST. This means you as a business leader can get honest data from your consumers at the point of engagement, and [you] aren’t relying solely of making inferences from bad data sets and historical data. We don’t build features into our product that don’t coincide with our simple interaction rules.
Batterii: What’s your advice for other companies looking to be more design-driven?
Stedmon Harper: I believe incubating your talent is the most important thing. People now have access to practically anything on the planet, so for us, it’s about giving them experiences that will help them do everything they want to do. This includes exposure to new studies and experiences, skill development, teaching them storytelling, and how to design to solve problems.
They want immersive experiences and deeper engagements. Put them in the field or establish a new rotational program. They’re not people who want to pick a lane, they want to be a lane and deliver something meaningful. You can use those experiences to extract value you couldn’t have imagined.
Find out more about how to become wiser with Wyzerr on its website.
About Natasia Malaihollo
Natasia Malaihollo is Cofounder, Chief Executive Officer and Lead Programmer at Wyzerr. Before Wyzerr, Malaihollo created a hyper-local social network for college students called Sooligan. Prior to becoming an entrepreneur, Malaihollo studied law with a focus on Intellectual Property (IP). She worked for several years as a patent specialist and trademark agent, prosecuting applications for major tech companies like IBM, Samsung, and Fujifilm and was part of the defense team in the infamous Apple vs. Samsung design patent infringement case.
About Stedmon Harper
Stedmon Harper is Cofounder and Chief Creative Officer for Wyzerr. Harper spends his days turning Wyzerr ideas into reality, designing the unique user interfaces as well as all marketing and branding material. Prior to Wyzerr, Harper co-founded the MEANT Group, a marketing and events company that curates innovative campaigns for colleges and music festivals in the Southeastern Conference (SEC). Harper attended the University of Arkansas on a basketball scholarship, earning a degree in Marketing and Business.
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