Situation

When I joined DAT Freight & Analytics, there were no business wide OKRs informed by metrics UX Research owned. We had no baselines within the business of experiences and experience tracking was limited to using third party vendors. Users were in open rebellion after the company rolled out a new DAT One Load Board to replace a historical product DAT Power Load Board. 

Task

I needed a good overall quantitative survey metric I could easily execute with a low UX Research budget that also had strong product adoption which could be used to inform business strategy.

Action

In Q4 2023 I probed SUS scales and CSAT scales using the Hotjar intercept survey capability targeting specifically the DAT One Web load board experience. During the experience I identified that the lower maturity product team struggled with SUS scales but found value in CSATs for their simplicity. 

Solution

Using the initial CSAT framework for my Q4 2023 baseline, I marketed the opportunity to product leadership including XLT and ELT. I leveraged the rapport I built with the UX team, my lower level product partners, and the opportunity for change as a singular voice which allowed the survey framework to get adopted as a survey framework for tracking OKR impact across product pillars.

UX Research was tasked with an OKR to stand up CSATs across the company, uniting with ELT, XLT, and frontline PMs to leverage CSATs as part of their triangulation to track impact of their goals for 2024. 

Example Impact:

  • The broker DAT One Web overall load board experience increased from 57% (+/- 5%) in Q4 2023 to industry leading 77% (+/- 5%) in Q4 2024 through targeting top themes in pain points identified within the CSAT survey.

  • In Q2 2024 one of the largest pain point themes in the CSAT survey for carriers was posting experience. I identified time to post as a dominant metric from carrier feedback and was able to track the event with the Mixed Panel tool. The team was able to rework carrier Post a Truck and reduce time to Post a Truck from 32 seconds to 14 seconds by Q4 2024.

  • By the end of Q4 2024 we had CSAT surveys stood up across the business with 100% of all product teams leveraging CSAT scales to inform their OKR goals for ELT and had run over 30 CSAT surveys in 2024.

Example of tracking one CSATs scores progress through the year. (Please forgive the picture of a picture of old prototypes. Our working computers are security locked and these are old scrubbed views of prototypes and previous product iterations.)

Example of NPS Scores in conjunction with the CSAT timeline for cross analysis. (Please forgive the picture of a picture of old prototypes. Our working computers are security locked and these are old scrubbed views of prototypes and previous product iterations.)

Example thematic analysis of why people gave us the CSAT score they did. (Please forgive the picture of a picture of old prototypes. Our working computers are security locked and these are old scrubbed views of prototypes and previous product iterations.)