Revamping Survey Builder for enterprise users to simplify complex logic and reduce setup time by 19%
✦ UX, Agile, SaaS, B2B, B2B2C
Specs
My team and I redesigned the Advanced Logic Setup flow and introduced a Conditional Thank-You Page, making survey customization easier and more user-friendly & increasing user engagement by 15%.
Product Manager, UX Designer, Scrum Master
18+ members across the product team
(Engineers, Designers, QA, Marketing, Customer Success, Business Development)
Apr 2023 - Aug 2023 (4 months)
Figma, Gitlab, JIRA, Postman
The cloud-based survey solutions for enterprise, provides stable and secure service for users to create professional and highly-customized surveys in minutes. Trusted by Fortune 500 companies such as Toyota, Samsung, McDonald’s and Nestle, serving over 1m users and 40,000 enterprises worldwide.
Context
SurveyCake helps users create professional surveys and forms while collecting and analyzing data effectively. However, users were frustrated with the complex setup of logic-based question flows, which led to increased drop-off rates.
To solve this, my team and I revamped the Advanced Logic Setup module and introduced a Conditional Thank-You Page, making the process smoother and more intuitive.
How might we…
...simplify the survey builder to make building complex logic easier without disrupting the current flow?
Design Solution
Advanced Logic
The new Advanced Logic Module provides the capability to establish multiple conditions for triggering skips. We redesigned it to be independent from the current survey setup, ensuring a cleaner and more focused experience.
Conditional Thank-you Page
Conditional Thank-you Pages allow users to present unique Thank-you pages to respondents based on different logics. This provides a more customized survey experience for respondents.
Impact
scroll down to explore our full research and design journey!
Problem
Survey logic setup was unintuitive and inefficient.
Survey creators—from HR teams to market researchers—needed advanced conditional logic to craft tailored survey flows.
However…
We needed to simplify the experience without sacrificing complexity.
Cluttered Information
No Immediate Feedback
They need more Flexibility
Research
10+ stakeholder interviews later…
With any product challenge, I start with questions:
• What pain points exist in survey setup?
• How do users approach logic customization?
• How might we streamline this experience while maintaining flexibility?
To answer these, I conducted user interviews and data analysis collaborating with different role in product team.
Through these discussions, I identified that users often made incorrect logic setups because they couldn’t easily visualize conditions or predict outcomes. We also noticed that users conceptualized logic differently, preferring human-friendly, natural language over technical expressions.
Design Goal
Make advanced survey logic easier to configure.
Ensure the new design doesn’t conflict with current user behavior.
Create a solution that empowers users without overwhelming them.
Design Solution
We've restructured the setup flow for advanced logic,
enhancing its intuitiveness and user-friendliness.
Information was scattered, and questions were displayed linearly, making it hard to track the setup logic.
Users can manage advanced logic more easily with a clear right panel for logic settings and a visual preview on the left.
Advanced Logic Setup
We redesigned the Advanced Logic Setup module to be independent from the current survey setup, ensuring a cleaner and more focused experience.
The Split-Screen Layout eliminates guesswork and gives users more control.
Conversational Logic Inputs mirrors how users think, making the set up more straightforward.
Conditional Thank-You Page
Users can customize post-survey experiences.
Since the Thank-You Page is also a part of the logic flow, we placed its setup in the same tab as the logic configuration.
Users can manage all logic paths in the right panel without switching contexts, making the process more organized and intuitive.
A Peek Behind the Curtain
When planning the feature and manage the sprint, here’s our design process and how I collaborated with the whole product team.
01
Product roadmap planning
Discuss the product direction and decide the develop items for Q1-Q4
CEO
CTO
Product Lead
02
Feature planning
New feature conceptualization and planning.
Product Lead
Product Designer
03
Sprint planning
Planning sprint developing item issues
Front-End Tech Lead
Back-End Tech Lead
04
Feature developing
Solve and discuss developing issues
Front-End Developers
Back-End Developers
05
Testing
Conduct testing for product in every environment and launch new version
Quality Assurance
Some Challenges
Challenge 01
Managing Feature Development for a 10-Year-Old Product
🍰 MY APPROACH
The legacy infrastructure made implementing new features difficult. I reviewed documentation, worked with engineers to find feasible alternatives.
Challenge 02
Balancing Technical Feasibility with UX Innovation
🍰 MY APPROACH
Backend constraints limited new feature implementations. We broke updates into phased rollouts for smoother transitions.
Challenge 03
Aligning Conflicting Priorities Across Teams
🍰 MY APPROACH
Different teams had competing goals. We conducted impact analysis and cross-functional discussions to align priorities.
Learning & Reflection
Learn from Different Expertise
It's vital to embrace varied viewpoints and meticulously evaluate every solution while keeping the larger context in mind. Take, for instance, when I was strategizing a new feature...
From our Marketing division, mulling over the worthiness of a feature—should it be exclusive to premium users or accessible to everyone?
From Customer Service, gauging potential effects on user satisfaction and predicting objections from current members.
From Development, inspecting if the impending feature clashes with our underlying platform and probing efficient development practices.
From Business Development, examining whether the feature could penetrate and lure unexposed potential clientele.
Even though these unique perspectives envelop us, perceiving the worries of distinct departments is of supreme importance as a strategist/product manager. Furthermore, due to significant human resources engaged in traversing four environments and QA testing with each version launch, assessing solutions entails prudent and comprehensive deliberation.
Trust Every Decision I’ve Made at the Moment
Initially, I felt uneasy if I overlooked scenarios when planning a feature, leading to bugs affecting users. However, Quality Assurance plays a crucial role, and even if they miss something, Customer Success steps in. This collaborative effort strengthens the product team, ensuring the best user experience and continuous product improvement. This approach is incomparable to previous versions, emphasizing the evolution of the product over time.
