Market research solutions

SurveyMonkey’s mission is to empower the curious, and our survey product does just that—it empowers users to create surveys and find valuable insights for themselves.

Currently, we provide rich features for all users, but we’re not orienting our survey tool to address specific user needs. What if we could stay horizontal to serve a large user base, but also go deep to deliver higher value to our users and business? Imagine users coming to SurveyMonkey to choose a product that is highly tailored to their specific needs and workflows, right on our core survey platform.

The commitment to Market Research at SurveyMonkey means that as an organization we've committed to build things for a different and specific group of customers. MRX represents the cross-functional effort to understand these customers & bring all of our Market Research offerings together to deliver consistent, differentiated Solution.

SurveyMonkey is launching seven different concept testing solutions that addresses the needs for automated market research. Primary target audience are those that have traditionally used full service market research firms, while secondary target audience are those that have traditionally created their own surveys to test their ads/product concepts.

MRX became the central hub of the existing SurveyMonkey Audience and the new Concept Testing Solutions products.

As Lead UX Designer, I personally designed the product from concept and prototype to final screens, working from the problem defined by the PM. I updated layouts and information hierarchy using interview feedback and represented design in key launch-strategy meetings.

Two junior designers handled marketing design. I reviewed their direction and work, provided feedback, and managed the design schedule with product, research, engineering and marketing partners.

Designed the product concept, prototype, final layouts and information hierarchy, and guided the marketing experience

Faciliated design kick-off, brainstorming, design review meetings to define product definition, goals, direction and strategy

Collaborated with multiple stakeholders and cross-functional teams from the ideation to QA

Participated in the 21 user interviews and delivered an updated design layout with an extremely tight turnaround time

At the time, SurveyMonkey had 17.5 million active users who use our surveys to learn valuable insights on countless topics. How do we know which user group to target? What are the criteria we need to consider? Where do we even start?

Prior to my arrival, our strategy and research teams had done some great work and came up with a shortlist of the top 12 use cases to consider.

user interviews

21

market opportunity surveys

1000+

proposed use cases (in 4 categories)

12

Our users are the experts in the fields, so we needed to build a microsite that answers their what, why and how questions. We wanted to be as user-centric as possible while staying lean & agile.

I interviewed our internal market researchers to learn about their tasks and workflow because they run concept testing projects, ranging from ad campaigns to messaging strategies.

I created a holistic sitemap by collaborating with the key stakeholders and started working on wireframes.

We held bi-weekly review sessions and iterated quickly based on stakeholder feedback.

We invited 21 different industry professionals to our usability lab to interview and test the entire user flow from the first marketing touch point to the end of the product.

During the interviews, we were able to notice that there were three common feedback provided from the users on the Marketplace and detail pages.

Target audience: 'I'm all about the audience. If I can't find what I want, I'll back out and look for another service.'

Pricing value: 'What is included in the pricing?', 'This is what you are paying and what you get, can we move it up next to the price point?.'

Automated service: 'I want to concretely understand what i can deliver to stakeholders.'

I led 2 designers from various teams to work with our cross-functional partners in an agile and iterative process to successfully deliver on time.

Early ideation of the Concept Testing Marketplace and Solutions overview page

I designed the EAP teaser postcard for the Market Research Event. The event drew 1,100+ attendees, including about 500 client-side market researchers, and generated 400+ MQLs.

150+ enrolled customers for the Early Access Program including: Macy's, Adobe, GoDaddy, Rakuten, Vevo, Stripe... etc

In 2021, the MRX product portfolio accounted for 28% of company-wide revenue, establishing it as a core growth business.

The marketplace for the seven different Concept Testing products

You may see a different design because of a growth test running on MRX pages.

The central hub for the Market Research products including: SurveyMonkey Audience, Expert Solutions, and Research Services

You may see a different design because of a growth test running on MRX pages.

Twice-a-year, SurveyMonkey asks employees to select 3-5 peers to request feedback from, on their behalf, through the Feedback Survey Tool. Here's some feedback received from my peers for the Market Research Solutions collaboration.

Kwantae has been a very helpful and pleasant partner for concept testing because he is always a pleasant collaborator who generates high-quality creative experiences that deliver on customer expectations. I only wish we had more of Kwantae's time.

Kwantae loops stakeholders into his design process the entire length of the project. It makes the feedback cycle less lengthy and adds overall efficiency to everything he works on. Plus, he's very receptive to feedback making him a great partner for creating content.

Kwantae is not only a great team player, but he also exemplifies "You are accountable". The first example of this is when engineering was unable to deliver all the design changes captured during QA, Kwantae would offer to sit with the engineer to walk them through the changes, line by line. He wanted to ensure that the customer's experience was nothing less than great. Secondly, when an opportunity came up to address concerns based on user research, he was able to deliver an updated design layout with an extremely tight turnaround time. The design then tested successful with additional user research studies. Kwantae's determination to provide the best experience possible with our customers is seen time and time again.

I've been working with Kwantae on the Concept Testing project. Kwantae always goes above and beyond to deliver quality work on the marketing pages and icon illustration. He has worked tirelessly to provide us with what we needed for this project. His impact can be seen and felt beyond the great design work he does: he's a great team member and he has been playing a key role in building a trusting working relationship with the XFn team.