I can’t say those things about the overall questionnaire, but rather the developing feeling of going through it.
Before I started:
“Hrmm, I’m not sure I know how to answer the questions in brand discovery questionnaire”
I decided to give it a go:
“Okay, that’s not so bad, I know the name at least”
Here, I had to pick a category. What went through my mind was:
“What if I pick something that’s not quite it?”
So I picked something and felt I might have made a mistake. Cognitive load++
“Progress 2/16??? Ughghh…”
And each step after that had me picking something I wasn’t sure, Cognitive load++, etc.
So from my feedback so far you could be thinking you have to:
- reduce the number of progress steps
- make the choices less cognitive-heavy or something
But that’s not what I’m suggesting here. I think these are taxing the user, are actual super great questions for the users to ask themselves, but the user will very likely blame themselves. “I’m not good at this stuff”.
So my Option #1 suggestion is to offer a PDF they can take with them so they can prepare those important-yet-difficult questions and that will address that new mini-struggle that logology (the app) has just now created.
They’re on a journey to get a logo. They started a new sub-journey to answer a questionnaire (which they would if they went with a professional logo designer anyway, so they’re thinking “yeah, I’ll at least have made some progress on that deeper thinking anyway, regardless if there’s a good logo at the end”), but they feel push-back pressure when going through the questionnaire.
So: on the sub-journey of the main journey, mini-struggle encountered…
Then the app will be responding with this offer:
Here’s a PDF to take with you if you’d like to give these questions more thought
They’ll either choose to open it right now, or say “no, I’m good, I’ll plow through”.
If they open it, they’ll see what lies ahead, see it’s no big deal, plow through – or they’ll say “yeah, lots of thinking to do”.
The success of logology right now is bound to a binary success metric: they have or have not obtained a logo.
My suggestion is to make it a multi-finish-line product because of the mini-struggles that occur that the super-attractive journey logology has laid out ahead for the visitor.
Make it multi-“product”, and you’ll have more heroes to share the good news.