The SurveyMonkey Rewards project encompassed the strategy, design, build and launch of a brand new mobile panel app for our Market Research Insights Panel, with a fresh outlook on engaging the consumer market and delighting survey respondents.
SurveyMonkey Rewards targets a younger demographic of both male and female users, which we attracted by crafting a lighthearted and fun experience, as well as, by added a dual incentive model. By leveraging device geotargeting capabilities, we will be able to target users with more personalized surveys as to where they have recently been (retail, restaurant, etc.) and their experiences interacting with brands. We purposefully wanted delight users and keep them in the survey taking loop, but not go overboard on "gamifying" the app, in order to maintain the professionalism of the client surveys and to preserve data quality.
I was involved from Day 1 and over the 9 month period, collaborated on the business strategy, established MVP and feature roadmaps, researched user drivers and motivations, sourced & hired an external agency for development, and worked with marketing on the go-to-market and user migration strategy. I lead the product design and collaborated with our internal Brand team to round out the screens with illustrations and motion. With our core Brand addressing the Survey Creator (B2B), this was a whole new muscle to flex and customer segment (B2C) to shift in our thinking and approach, which was inclusive of tone, style, and developing an extension of the brand and design system. We broke the existing core brand elements down to identify where we could should stay fixed and where we could flex.
After launch of the app, we are on track with projected app downloads & DAU/MAU. The ratings ing the iOS and Android stores are currently 4.6 and 4.3 stars, respectively. It is so popular with users that the most frequent complaint is requesting more surveys. We are now focused on keeping up with demand!