Blog post: Using a simple pattern to increase user feedback on our forms
For a long time, we received very little feedback on our online forms. In one year, only five people completed feedback.
We collected feedback by adding a survey link on the start page or confirmation page of a service.
But few users clicked those links, with heatmaps showing very little engagement.
A technical problem sparked an idea
In 2023, I worked on a service that needed two connected forms. The second form had to be optional and anonymous.
I created a way to link the forms while still giving users a clear choice about whether they wanted to continue.
After the service launched, I noticed something unexpected: many users completed the optional form.
That made me think. If users were willing to complete an optional form here, could the same approach work for service feedback?
Giving users a simple choice
I tested the idea on the job application form.
After users submit their application, we asked one question:
“Would you like to complete a short, anonymous feedback form?”
- selecting Yes opens the feedback questions
- selecting No ends the journey
We began receiving far more responses almost immediately.
We then added the same pattern to the Apply to use land we manage form and saw similar results.
Now, around 30% of users choose to leave feedback.
What we’ve learned from user feedback: some examples
The feedback form asks two questions:
- how easy the form was to use
- comments about the user’s experience
This gives us clear evidence about what we should improve.
Report an incident
This is one of our most-used forms.
Around 80% of users say the form is easy or very easy to use.
However, users often ask what happens after they submit a report. Although we cannot always provide individual updates, this feedback helps us understand user expectations and improve how we explain the process.
Apply to use land we manage
Around 75% of users say the form is easy or very easy to use.
Some users were unsure whether they could upload more than one document.
We updated our standard file upload pattern (the design and wording we use for document uploads) to include hint text explaining that users can upload up to 10 files. This change removes uncertainty and helps users complete the form more confidently.
Users have also explained why they sometimes cannot provide all the information we ask for. We’ve passed this, and other feedback, to the team.
Apply for a flood risk activity permit (FRAP)
Users told us they could not upload larger files.
We increased the file size limit to resolve the issue.
Apply for a horse riding permit at Newborough
Users asked whether they could pay online.
We built a prototype using GOV.UK Pay. Although payments were later removed from the service, the prototype informed other payment services that are now live.
Making feedback part of our process
We now receive more feedback to better understand how our services are working.
Because of this, optional feedback has become part of our design process for new and updated forms.
We review responses regularly and use them to fix problems and plan improvements.
Most importantly, we now hear directly from users. Their feedback helps us design clearer and more accessible services.