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Turning surveys into stories

How do you create a narrative around the benefits of a product? How can companies better communicate their vision through their content marketing efforts? Here’s a great example from Typeform’s blog, A little more human.

Typeform lets people build beautiful online forms. The result? A more immersive experience that lets respondents communicate more authentically—leading to higher response rates, happier customers, and a process that makes everyone feel a little more human.

And that’s exactly what we try to express through the content on our blog. Built on the pillars of beautiful design, a conversational tone, and an amazing reader experience, A little more human echoes both the benefits of our product and the voice of our brand. On an article level, we make sure that each piece meets a high standard for readability, social traction, and suitability for our target persona. And we tick those boxes for every blog post we release.

When the city of Victoriaville, Quebec used Typeform to go paperless and facilitate feedback with its citizens, we saw the opportunity to tell a story that would inspire our users and spawn new applications for our product. And it worked.

The article continues to move across social media and has been recommended to city governments as an effective way to alleviate common pain points. Things like reporting infrastructure problems, obtaining zoning permits, or giving feedback to municipal officials. In other words, turning citizens into users, and treating those users like humans. A perfect match for our brand.

PS. How did we collect all information for the story? Through a typeform, of course.


Marc Cinanni

Editor-in-Chief @Typeform


How an entire city used Typeform to eliminate its paper forms

How many times has your car coughed over a pothole, sending you bouncing above your seat and into a temporary rage of “[Favorite expletive]! Why doesn’t anybody fix this?” Followed by “That’s it, I’m writing to the mayor! The city! The universe!”

But then you notice that you forgot your shopping list and narrowly miss a meandering pedestrian and the pothole incident gets filed under “never mind” forever. Because frankly, dealing with municipal affairs and filling out city forms can be a time-wasting mess.

But not for one Canadian city. Located in central Quebec, the town of Victoriaville centered its entire online strategy on Typeform technology to better communicate with its 45,000 citizens. Like little municipal magicians, they use online forms to make it easier for residents to voice concerns, give feedback, or suggest improvements to local infrastructure.

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Damaged infrastructure is reported to city hall via a Typeform.

And that’s not all, the wizards behind the roll-out also used Typeform to create a step-by-step walking guide for tourists, set up a quiz on how snow removal works, and let people quickly get their building permits or rate the state of any public park.

Here’s what Jonathan Moisan, New Media Consultant for the City of Victoriaville, had to say:

“We love Typeform’s UX, ease-of-use, and mobile-first approach. We’ve now stopped using traditional web forms almost completely—it’s now become our main tool for collecting data online.”

City employees are notified whenever a new request or response comes in, while inbound data instantly populates Google Sheets. This nifty trick is really useful for time-sensitive things like building permits where in the past, staff needed to contact people directly to get a hold of their—wait for it—paper plans.

Seriously, how did they do it?

First, they took their original building permit PDF and tagged problematic areas. Fields that usually came back incomplete or flat-out wrong.

Then, to increase the quality of information they got back, Victoriaville transformed the old fields into super straightforward questions that are easier to understand—massively speeding up the process.

Plus, when people clearly understand what’s going on, the quality of their responses increases.

Those are the types of little things that can affect service delivery as a whole. And in the public sector, shouldn’t that be what it’s all about? Flawless service?

Victoriaville gets it. And it’s all possible because of the intuitive, tailor-made design of a whole new user feedback experience.

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Victoriaville uses a typeform to queue parks for maintenance.

But what about internal matters? Does Victoriaville ever dip into their own stash of forms? Practice what they preach?

Bien sûr! Just as he delivers seamless interaction for citizens, Jonathan’s masterclass extends to polling his own staff for feedback. It’s called employee satisfaction: an important metric that measures people’s happiness within the workplace. Because when people are happy, they produce better work. They’re also sick less often. And first-class customer service becomes ingrained.

So how do you measure it?

People park their opinions at the entrance of the office unless you ask them properly. Give them a more human experience and they’ll gladly tell you what they’re happy about and what could be improved—specific things they want changed. And these shiny gold nuggets can up your productivity. Victoriaville created a typeform for that too.

Using Typeform, the city of Victoriaville created an entire feedback ecosystem to make life easier for residents and staff. Check out some of the other amazing ideas they came up with:

  • Dealing with claims and damages
  • Evaluating health and wellness initiatives
  • Quiz on how city snow removal works
  • Submit ideas for activities and events
  • Step-by-step city tour for tourists

And that’s just a few. Last we checked, there were nearly fifty typeforms in development! That my friends, is Typeform ninja status.