Upon taking the position of Director of Product Design for Pre-Deploy at SurveyMonkey in early 2024, I was met with a daunting challenge. SurveyMonkey, once a pioneering force in the survey and market research landscape, found itself struggling amidst years of leadership upheaval, failed acquisitions, and shifting product strategies. My immediate mission? To revitalize our design approach and reclaim SurveyMonkey’s status as a market leader.
Recognizing the Challenge
The moment I stepped into my role, it was clear that we were at a crossroads. SurveyMonkey’s product was no longer aligned with the evolving expectations of our users, nor was it competitive against emerging entrants in the market. The design and user experience had become bogged down by complexities, leaving our customers overwhelmed rather than empowered. With a team demoralized by constant changes and layoffs, I understood that building trust and clarity would be essential in revitalizing our design philosophy.
Building Trust and Alignment
To lay the groundwork for a successful transformation, I prioritized collaborative relationships across departments. By engaging with cross-functional partners early on, I conducted a comprehensive analysis of our existing product, uncovering areas where we could simplify processes and enhance features. This collaborative spirit not only built trust but also helped align our vision with the broader goals of the organization.
Conducting a UX Audit
Armed with my team, we embarked on a rigorous UX audit that revealed more than 20 significant pain points within the authoring experience. From perplexing menus to insufficient styling options, we meticulously cataloged issues that inhibited user satisfaction. This audit was not merely a checklist—it was a foundation for informed decision-making that would guide our design direction.
Fostering a Collaborative Design Process
With insights from the audit in hand, I cultivated a highly collaborative design environment that emphasized the value of our collective efforts. We worked shoulder-to-shoulder with product and growth teams, setting measurable goals and running experiments to validate our design choices. This approach fostered a culture of innovation and adaptability, with every team member empowered to contribute creatively.
Embracing Iterative Development
Our strategy also embraced a “hybrid to GA” approach, allowing us to test early designs with select customer segments. This iterative process was critical, as it provided real-time data and qualitative feedback that informed our design refinements. Each round of testing was a stepping stone, enabling us to enhance our offerings based on genuine user input while maintaining momentum toward our project goals.
Key Initiatives and Their Impact
With our team growing from seven to ten globally distributed designers, our focus sharpened on transforming the survey creation process itself. We introduced several key enhancements that revitalized the user experience:
- Enhanced Survey Preview: Users could now visualize their surveys in real-time, facilitating quicker iterations and greater satisfaction.
- Integrations with Popular Platforms: New features, including Slack, Microsoft Teams, and Salesforce web link encryption, streamlined workflows and encouraged user adoption.
- Innovative Application Solutions: Our newly established mobile team focused on rapid iterations for the Rewards app and developed a proof of concept for voice-powered AI survey creation, pushing the boundaries of our mobile offerings.
Celebrating Success
Our collective dedication bore fruit: we launched over 15 major releases and enhancements, resulting in not just improved user experiences, but also recognition in the market. Our efforts culminated in achieving the #1 ranking for Online Form Builder on G2 for three consecutive quarters, alongside a G2 rating of 4.7/5. Furthermore, increased critique participation by 65% and a remarkable 92% on-time release rate exemplified our team’s commitment to clarity and iteration.
Throughout this transformation at SurveyMonkey, I harnessed my skills as a design leader to navigate complex challenges while inspiring my team to reclaim our position in the marketplace. By emphasizing collaboration, innovative thinking, and a user-centered design approach, we redefined our product’s trajectory and revitalized our brand’s legacy. Looking ahead, I remain committed to further elevating the user experience and propelling SurveyMonkey into a new era of innovation.