Guest Experience Score

Analytics tool to help venues improve user experience by collecting and tracking guest feedback.

GX Score user interface showing survey app and analytics dashboard.

Project summary

The client

ROLLER Software is a market-leading, SaaS product for the leisure industry, specialising in ticketing, guest management and sales.

What I did

Retaining customers and encouraging repeat visits are critical for entertainment venues. The intention with this project was to create a proprietary index, known as the GX Score, to measure guest sentiment after each visit and use that data to track changes over time.

Key results

  • 27% increase in guest experience
  • 67% survey response rate
services
Mobile app design
Product design
Growth design
Role

Lead Designer, Researcher & Design Manager

Duration

12 months (3 milestones)

Project milestone #1

Mobile design

The survey app was designed mobile-first so that we could easily capture feedback from guests shortly after their visit.

Each step in the survey delves deeper into the guest's experience. Data is collected in four categories: Facilities, value for money, health & safety and customer service. Depending on the rating, users are asked to provides specifics about what went well or what needs improvement.
After a guest visits a venue, they are asked via email how their experience was compared to their expectations. Answering the question sends them to the web app where they are asked follow-up questions. The most valuable data is collected first, then subsequent questions are randomised to ensure an even spread of responses for incomplete surveys.
Testimonial
“Now we have the evidence to back up where we’re doing a great job and where we need to improve.”

—Tom Reed, Training and Service Coordinator

project highlight
Project milestone #2

Product design

Survey responses are collected in the venue management backend. Every survey response is linked to a booking so surveys can be associated with the guest record and other booking data for analytics.
Dashboard component. This is shown on the backend admin homepage to summarize recent data and provide entry points to delve deeper
Businesses can customise the survey for their type of venue or industry. Among numerous analytics are statistics for venues to compare themselves against their industry.

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project highlight
Project milestone #3

Growth design

The GX Score is a paid feature on the ROLLER platform. Despite implementing upsell strategies during the initial launch, the adoption rate fell short of expectations. This phase of work was undertaken to improve adoption. As the design manager, I supervised the work carried out during this phase. By analysing sales data and customer feedback, we identified which businesses were hesitant to adopt the feature which resulted in tweaks and improvements to the survey.

In order to generate behaviour loops, performance metrics were sent via email to bring users back to the platform. The email triggered action from the user which result in positive reinforcement from completing tasks in the platform. Emails were dispatched whenever a venue received a negative review, emphasising the value of promptly addressing negative guest feedback.
Several principles of product psychology were leveraged to encourage adoption. A free tier was introduced, utilising the Anchoring Effect and Reciprocity. The free tier limited visibility of survey results, capitalising on the Loss Aversion principle to encourage users to upgrade and see more results.
New paid features were added. For an extra cost, venues could now compare survey results with staff records in order to track staff performance
Early version of the upsell page inside the ROLLER admin.
project highlight

Walking the upsell tightrope

It is important to balance upsell techniques with maintaining a positive user experience. Effective upselling should feel like a natural extension of the platform, enhancing the user's perception of value without being overly aggressive. If it feels forced, it can come across as sleazy, negatively impacting user’s trust, and ultimately lead to churn.

By carefully integrating upselling within the user journey, we ensured that it added value to the user experience—supporting business growth while keeping users satisfied and engaged.

Results

Despite adoption underperforming in the initial release, through subsequent iterations and additional features we were able to increase adoption to a satisfactory level.

27% increase in guest experience

Venues that have adopted the tool in their venues have obtained a 27% increase in guest experience as measured by the GX Score. GXS has allowed businesses to keep their finger on the pulse of guest sentiment and react accordingly to ensure high customer satisfaction.

67% survey response rate

Without guests completing surveys, venues would not have sufficient data to gain insights into user sentiment. By focusing our efforts on the user experience of the survey app and optimising for mobile we were able to increase response rates to an adequate level.