iankirk.net

Active Hotels is a great service for finding and booking hotels, with the ability to see other people's reviews of where you might stay.

An important part of the service is collecting customer feedback, and they were finding that some customers were dropping out of the process.

Working with a colleague, we redesigned the feedback process - reducing the number of steps and concentrating on collecting the most relevant data.

We also created a new tone of voice and experience for the feedback process, turning what was too much like an unrewarding chore into an entertaining and enjoyable experience.

Even when designing customer research methods, it's extremely important to retain brand personality and tone of voice in the interactions with your customers.