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MakerSights empowers retail teams to align consumer preferences with product decisions through research and product testing. As a modern research partner, our consumer insights drive success for brands like Adidas, HOKA, Ralph Lauren, North Face, and Timberland.
I led the end-to-end design of "Survey Creator" from 1.0 to 2.0, from shaping up the project to designing for implementation. "Survey Creator" helps our internal team to increase their efficiency as well as better create flexible consumer research surveys for our retail customers.
Working in a B2B hybrid service-software model means multiple users with different goals and needs.
The survey creator flow in our 1.0 product is too rigid, limiting our ability to expand into new capabilities and use cases. User interactions feel clunky, requiring too many clicks and selections, and the experience doesn’t closely reflect what survey respondents will see.
Transitioning from 1.0 to a new 2.0 platform with updated UX and technical infrastructure had been a painful process. Internal users had to rely on using JSON files for the API access to build surveys. This process was error-prone, time-consuming, and impacted team morale, limiting our ability to scale 2.0 surveys effectively. Mistakes often required users to redo the entire surveys, wasting valuable time.
I led the end-to-end design of "Survey Creator" from 1.0 to 2.0, from shaping up the project to designing for implementation. Here are some areas that I have contributed to, among many other design decisions.
I started the project with interviewing internal users and mapping our their survey creator journey to expose the gaps in the workflow and advocate for the pressing needs. To do this, I first had to navigate a learning curve, gaining an understanding of our API and how the team uses JSON files and Postman to create the surveys. As we built out different parts of the survey creator, I updated the journey map to track the new user experience.
We transitioned to the ShapeUp method to empower the product team to define and solve problems more effectively. I led the projects with my product owner by interviewing stakeholders, identifying problems, and determining our investment in solving them. Here are some key user insights that shaped our product requirements:
This was a long project with multiple epics. I facilitated some workshops with internal users and our software engineers to prioritize focus, discuss solution concepts, and align on impact and effort.
I collaborated with our UX Researcher to usability test our two views for the survey builder. Most participants preferred the WYSIWYG question card view but wanted more compact cards for easier scrolling, especially for longer surveys. To balance both needs, we adopted a hybrid version in the end.
The core design system components for survey creator were created by a design contractor during early exploration phase, however by the time we come back to this flow, a lot of the decisions have changed. As the primary designer on the project, I took charge of design delivery by updating the design system, ideating and iterating on designs, handling interaction details and edge cases, and collaborating with developers to ship the solutions.
The new question navigation simplifies viewing the survey structure and reordering questions or sections. Users can now create distinct screener, product and general sections for different survey flows.
Users can now create and edit surveys without relying JSON files. The WYSIWYG survey questions are closer to the survey respondent experience, making it easier for our users to manage.
The simpler interactions to switch between view mode and edit mode make editing seamless.
Everything was in constant flux—company strategies, users, roadmaps, team dynamics, and project priorities. I learned to adapt by designing iteratively, continually learning about our users as we shipped, and embracing a scrappy startup mindset.
Instead of pushing for major process changes, I focused on encouraging my team to build small habits, one step at a time. I facilitated workshop with our cross-functional team using FigJam as a visual collaboration tool, and soon, the customer success team and engineers were jamming on a impact-effort matrix together. Watching them engage and enjoy the process was incredibly rewarding!
I am a Product Designer whose passion lies in enhancing the human experience through scalable digital solutions.
