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SurveyMonkey Market Research Purchase Redesign

Company: SurveyMonkey Audience
Role: Product Design Lead
Released: 2017

Summary

SurveyMonkey's Market Research business (SM Audience) is built on a dual marketplace supply & demand model: the survey creator purchases an Audience Panel to collect survey answers, and in turn, we source and supply panelists to answer the surveys through our SurveyMonkey Contribute and SurveyMonkey Rewards respondent panel apps. The screen where users configure their panel was outdated, had many restrictions, and needed optimization. Through metrics we were able to establish that not only were errors thrown quite frequently, but also about two-thirds of users were single purchases only. While we wanted to initially focus on improving the First Time User experience, our hypothesis was that in improving the experience we could retain more users to purchase a second panel for subsequent projects. The second phase of the design was aimed at optimizing the returning user experience to streamline their workflow.

Discovery Phase

Over the course of two quarters, I lead the Audience team through the redesign of the Audience Panel purchase experience with a user-centered and design-first approach. Instead of kicking off the project with the typical first step of the Product Manager writing a Product Spec, all the features and functionality were first researched and validated with users, then prioritized with input from the team. The design activities served a dual purpose in onboarding me to the team and the Market Research space, as I was new to both.

These activities included:

• Reviewed existing qualitative user research and usage data
• Conducted 1:1 interviews with Customer Service reps and cross-functional team members to gather known user pain points, followed by a listening tour share out for team alignment
• Facilitated a cross-functional ideation session with Engineering, Product Managers, Marketing, CS, and Content, grounded by personas and use cases
• Moderated four rounds of concept validation through live user interviews, all with wide-ranging UI approaches
• Tested content comprehension of copy changes through remote user tests


Concept Design Phase

The steps listed above were vital inputs in crafting my solution. After the multiple rounds of concept validation, I determined the key changes (P1) that should be prioritized and built for the First Time User experience. These redesigned elements were:

• A stepped process, which is clearer to the novice users as to “what they should do” first, second, and third
• Re-order page elements to establish an accurate association between them: allow alerts of targeting criteria conflicts be surfaced faster, provide a visual hierarchy of all the available targeting options, and in surfacing more of these options potentially increase AOV
• Clearer breakdown of costs (unit-based & overall project)
• Easier modifications of adding & removing items, for budget-conscious users
• Improved clarity in language & instructions for complex tasks, such as estimating IR (Incidence Rate)

Results

We initially built and released as an A/B test, and after pushing the new experience to production, we saw a 12.6% lift in AOV. This added over $1 million incremental YoY revenue to the Market Research business. As I transitioned off the team, I handed over the remaining P2-P3 prioritized feature list, which was used as a playbook for additional optimizations.