The first thing Craig wanted was to have surveys inside the application.
We could have used something like Typeform externally, but we wanted to have something inside our application.
Flexibility was also one of the criteria. Why? First, because they needed to be able to adapt onboarding quickly.
We wanted something flexible because our onboarding is meant to change quickly. And we wanted something that’s able to be changed as quickly as we get feedback.
The other reason for this need for flexibility was to not have to rely on developers.
We wanted a solution where we could extract data easily. As a marketer, I can just extract the data without having to contact the developer to query the database. And then if we want to change the behavior, we would be able to do it in an external tool instead of having developers write code.
Finally, it was important to Craig and his team to tie a user to surveys easily.
Being able to identify users is really important. Because you segment users and then end up making business decisions or customer interaction decisions later with that information.
In the end, Refiner met all the conditions and it’s why Craig decided to go for it.
So yeah, those were our criteria and Refiner checked all the boxes.