Answer → reveal
“How did
everyone else vote?”
Answer first. Then the community’s choices appear, with your own answer still in view. Curiosity gives the question a payoff.
01 / The old exchange
A favor with
no follow-through.
Oats needed feedback on flavors, ideas, and potential launches. Customers received an email, left for Typeform, and answered. The company learned something. The customer got little back.
- 01Email→
- 02Typeform→
- 03Submit→
- 04Done
The opportunity: make the answer useful to the person giving it, too.
02 / The behavioral insight
The question gets you thinking.
The reveal makes you care.
We learned that people wanted to see how their opinion compared with everyone else’s. I made answering the price of admission: commit to a choice, then see the community response.
Cropped frames from the earlier walkthrough. Percentages are recording examples, not current FID results.
03 / Three reasons to return
Curiosity opens the loop.
Influence and rewards keep it going.
Comparison gives an immediate return. FID connects the answer to a real product decision. Loyalty points recognize the effort. Together, they give customers more reasons to participate in the next survey.
- 01Answer
Share a point of view.
- 02 · CuriositySee community results
Find out how others voted.
- 03 · RewardEarn loyalty points
Get something for contributing.
- 04 · InfluenceHelp shape future products
Give the team a signal to act on.
The intended participation loop. Repeat participation and the individual effect of each incentive have not been measured for this case study.
04 / Inside the customer portal
Less distance between
having an opinion and sharing it.
The current homepage’s FID card opens the survey directly. The invitation names the flavor and explains why the feedback matters; a time estimate makes the commitment clear.
Live portal captures · September 26, 2026. No survey response was submitted during capture.
After the answer
Reveal. Recognize. Leave a way back.
The recorded flow moves from submission to community results, then a thank-you and Survey Home. Loyalty adds points for participation; it gives the contribution another kind of value.
The completion screen is from the earlier walkthrough. A survey-points confirmation is not shown in the captured flow.
05 / Flavor in Development
An opinion about
what comes next.
FID puts a flavor in customers’ hands while it is still in development. Their feedback helps Oats decide what to do with it, including whether it could become a permanent flavor.
I connected that influence to a concrete question: would you actually add this flavor to your subscription? It gives the team a signal about future demand, alongside what people think of the taste.
That is the mechanism behind feeling heard: try a developing product, answer a decision-relevant question, and see the community’s response. Participation contributes to the decision; it doesn’t promise a launch.
A real question from the walkthrough
“If Butter Pecan Ice Cream became a permanent flavor, would you add it to your subscription?”
06 / The reported change
monthly
participation.
Email → Typeform
In-portal surveys
The redesign gave customers a reason to answer beyond helping us: satisfy their curiosity, contribute to product decisions, and earn points. Participation grew alongside that change.
Approximate before-and-after figures reported by Tyler. Reporting windows and participant-counting definitions still need verification. This comparison does not isolate how much growth came from the reveal, portal placement, rewards, or changes in audience size.
07 / What this unlocked
A reason to keep
the conversation going.
Customer opinion becomes an input to product decisions. Community results give something back. Rewards recognize the contribution. The next survey gives people another chance to shape what comes next.
That feedback loop sits alongside Ratings & Notes, Loyalty & Rewards, and the flavor intelligence work behind Oontelligence.