This is one of the most annoying UX things on the internet since the 90s.
Asking users for their opinion on a website experience before they’ve even had a chance to use that web site is just plain silly.
This is exactly what happens on Nationwide website at the moment.
There are a number of design crimes that are being committed here.
The first is that the overlay is not integrated into the experience in any way, shape or form.
Blame for that lies both with Nationwide as well as the provider of the 3rd part technology and its integrator.
Second design failure is that the overlay comes into existence almost immediately after the user visits the site.
This is probably one of the most crucial of the crimes.
The overlay doesn’t come into action after the user has used the site for a while, so the opportunity to capture those users who might be interested in giving feedback is totally lost.
And the final failure is the fact that the survey opens a new window, which isn’t properly integrated with the site.
On mobile devices this will simply not work very well at all.
Users of this type of surveys will not understand why they are being asked to take part in the survey and will just get annoyed with the whole thing.
It’s paradoxical that a feature which is being used to gather UX insights so badly fails on the UX front.