Recent Works

Survey Builder Redesign

I have been granted a significant opportunity to lead the redesign of the company's flagship platform tool. This role involves delineating the user experience and user interface of the survey builder. Such efforts not only inform forthcoming products and initiatives but also bear direct consequence on our current product suite and platform, necessitating alignment with the new design paradigm.

Project Overview

Problem

The current tool has an outdated user interface and is encountering several issues.

Users have continuously given negative feedback, expressing their frustration over its slow performance and complex interface, which makes it challenging to create surveys.

Furthermore, they have described the tool as unfriendly and unintuitive, making it difficult for users to navigate and find the solutions they need.

In addition, the survey end result interface, was already Redesign previously, and therefore, it was not in part of the project scope, but needed to be considered.

Solution

In response to the increasing demand for a better user experience, the company decided to completely overhaul its code and interface, creating a new survey builder tool from scratch.

‍This involved thorough planning, user feedback analysis, and leveraging the latest technology.

The goal was to exceed user expectations by offering unmatched functionality and ease of use. The collaborative effort of development, and design resulted in a cutting-edge tool poised to revolutionize survey creation and analysis.

My Role

While working as a sole designer on this project, I was able to wear many hats:

  • Product Management
  • User Research
  • Ideation
  • UX and UI Design
  • Usability Testing and Prototyping

I redesigned the survey builder tool to improve its intuitiveness, efficiency, and visual appeal. I’ve conducted extensive research from the company competitors and gathered user feedback to ensure the new design truly meets the needs of users. The result is a brand new survey builder tool with a fresh UX approach and sleek, contemporary UI interface.

Analyzing old tool

Within this builder lies many abilities, features, and endless possibilities for creating surveys. To approach this project, I took on the task of designing multiple use cases, and user flows while also creating high-fidelity mockups that addressed different personas.

I crafted interactive prototypes, identified pain points, and carefully refined design details. Simplifying this complex product for an intuitive user experience and smooth interaction with it was a key challenge.

Key Insights:

  • Overload of information due to all features being in one area
  • UI elements not distinctive enough
  • Emphasize unique features of each question type.
  • Lack of hierarchy in interface.
  • Save time and effort when a user creates a survey
  • Discrepancy between survey creation interface and result.


Research Process

Research Competitors

Given the wide range of options available for builders and survey builders, it was crucial to find one that aligns with the company vision but will also put the user experience at the center. At the end I found that the Inline Editing approach will meet the company intention to create a seamless transition between the different layouts of the product.

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User Research

I engaged in conversations with project managers and customer relations managers to gain valuable insights. During these interactions, I probed them to share their thoughts on the pain points they were experiencing, the feedback they had gathered from users, the changes they wished to see, and the areas where we could improve our offerings in comparison to our competitors.

Personas

In response to the dynamic demands of today's digital landscape, I conducted thorough research to understand the unique needs of professionals who rely on survey tools. Through interviews and data analysis, I developed detailed personas representing diverse roles and industries. This research serves as a foundation for designing user-centric survey tools that empower individuals to achieve their objectives effectively.

Michelle
(40) Marketing Manager
"Data is the heartbeat of successful marketing. Surveys help me tune into the rhythm of our audience."
Background
Michelle has been working in marketing for over 15 years and has experience in various marketing channels
Goals
Michelle needs to understand customer behavior and preferences to optimize marketing efforts.  She also wants to track employee satisfaction for a well-rounded view of her department.
Challenges
The struggle to create professional, user-friendly surveys are major roadblocks. Time constraints demand a quick and easy survey builder to streamline the process. Analyzing large datasets and encouraging participation prove to be ongoing hurdles.
David
(47) Customer Support Manager
"Every support interaction is a chance to  improve. Surveys empower us to turn customer feedback into exceptional service."
Background
David leads a team responsible for providing customer support and ensuring a positive customer experience.
Goals
David uses surveys to gather feedback after customer interactions, measure customer satisfaction, and identify areas for service improvement.
Challenges
David requires a survey tool that automates feedback collection after support interactions and provides robust reporting features to track customer satisfaction trends over time. Integration with customer support software is essential for streamlining workflows.
Sarah
(36) Product Manager
"User feedback isn't just a feature request; it's the roadmap to a product people love. Surveys pave the way for innovation."
Background
Sarah oversees the development and improvement of digital products or services within a tech company.
Goals
Sarah relies on surveys to gather user feedback during product beta testing, understand user preferences, and prioritize features for future iterations.
Challenges
Sarah needs a survey tool that integrates seamlessly with product development workflows and allows for easy distribution to targeted user segments. Real-time feedback analysis is crucial for making timely product decisions.

Layout & Wireframes

I improved the design by creating high-fidelity wireframes that will resemble the end result and divided the builder into four sections.
This hierarchy separates the general survey settings from the designated area for defining survey pages and questions.

Additionally, I added a user-friendly page navigation feature, enhancing the overall experience and making it easier for users to navigate between different sections and pages of the survey.

Questions UX

This was a unique process, working in reverse. The survey's preview mode and end survey result, displays the questions designed for the respondents to answer.


While the UI for the end result survey was already designed, my task was to ensure that the question display on the builder side closely resembled the respondent end version.


The challenge was to maintain consistency and similarity between the two interfaces, ensuring a seamless user experience from the builder's perspective to the respondent's preview.

Defining the UI

With the majority of the UX for the first phases approved, I proceeded to design the UI's aesthetics to align with the company's brand identity while maintaining a clear, clean and modern appearance. At the same time, the development of the component library became the cornerstone for the company's evolving design system, providing guidelines for future projects and ensuring a consistent approach to design across the organization.

It’s all about the details

When crafting the UI for the survey tool, I adopted a cross-functional design approach, meticulously considering how each element would interact across the tool's various features. My aim was to optimize the user experience throughout the survey building process. Emphasizing user-centric design, I prioritized intuitive features tailored to facilitate users' seamless navigation and goal achievement within the tool.

Each small feature was carefully crafted to enhance the user's journey and empower them to efficiently accomplish their objectives.

Colors
Typography
Iconography
Illustration

The Final Result

After investing considerable time and effort in refining and enhancing the product, it was ready for user usability testing on the beta version.

Overall, the feedback thus far has been overwhelmingly positive, with users expressing how the product has transformed their survey creation process. This positive reception reinforces the effectiveness of our efforts and strengthens our dedication to delivering innovative solutions that truly meet the needs and expectations of our users.

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