RateIt by Zipline Survey Builder Redesign
Role
End-to-end product design
Duration
3 months
Organisation type
Start-up
Project year
2020
Context
• RateIt by Zipline is an omni-channel way to capture, analyse and interpret customer feedback, act on what needs improving and grow your enterprise.
• The business problem was that there was high churn from our customer base.
• I interviewed our Customer Service / Experience team and understood that customers weren't learning anything new from their survey responses, so our service was no longer needed.
• Our Big Product Bet was that if we gave customers the option to build and edit their own surveys, that there would be less churn due to a higher volume of actionable insights.
• The business problem was that there was high churn from our customer base.
• I interviewed our Customer Service / Experience team and understood that customers weren't learning anything new from their survey responses, so our service was no longer needed.
• Our Big Product Bet was that if we gave customers the option to build and edit their own surveys, that there would be less churn due to a higher volume of actionable insights.
Design approach
Story-map to build context & scope
By doing this exercise, I understood the breadth and key functionality of a Survey Builder. Things like “text piping”, “conditional logic” etc.
Market analysis to build context & prioritisation
I looked at the market leader, Qualtrics, and free tools such as SurveyMonkey and Google Forms. Our product scope and experience would sit somewhere in the middle. We wouldn't be a fully mature product straight away, but people were going to pay for our tool, so it had to be better than free tools.
I reviewed the tiering of features and expected pricing.
I reviewed the tiering of features and expected pricing.
Role-play creating a survey to build empathy
It’s always easier to understand a problem by doing it.
Review existing research to understand usability issues / jobs-to-be-done
Example issue 1
Randomisation (a feature that enables survey-to-survey rotation through a bank of questions) was only available on one question type, restricting a CX consultant's ability to cover more questions in a study.
If I’m a CX consultant, I may need to cover 15 questions in a study, but consumers are prone to answering only 3-4 questions per survey. I can use the randomisation feature to ensure I cover a credible survey sample size AND a larger set of questions, which means I can provide organisations with greater insight from the study.
Solution
Provide randomisation functionality on all 11 question types.
Randomisation (a feature that enables survey-to-survey rotation through a bank of questions) was only available on one question type, restricting a CX consultant's ability to cover more questions in a study.
If I’m a CX consultant, I may need to cover 15 questions in a study, but consumers are prone to answering only 3-4 questions per survey. I can use the randomisation feature to ensure I cover a credible survey sample size AND a larger set of questions, which means I can provide organisations with greater insight from the study.
Solution
Provide randomisation functionality on all 11 question types.
Example issue 2
A "previous" and "next" question needed to be manually assigned to each new question. A previous developer was concerned with the complexities of logic branching, but it created a more complex experience for the user.
Solution
Assign a default question order and walk developers through a model where the default order makes assumptions that inform the branching logic. The user could still edit the assumptions that the system made.
A "previous" and "next" question needed to be manually assigned to each new question. A previous developer was concerned with the complexities of logic branching, but it created a more complex experience for the user.
Solution
Assign a default question order and walk developers through a model where the default order makes assumptions that inform the branching logic. The user could still edit the assumptions that the system made.
Create design variations for critique
I quickly ran design concepts past CX team members at the side of their desks to understand whether a concept I proposed would help or hinder their workflow.
AI-assisted workflow
Use Figma AI’s First Draft function
Generate multiple concepts at speed. Incorporate feedback from the CX team into the prompts.
Generate multiple concepts at speed. Incorporate feedback from the CX team into the prompts.
Outcomes
Quant
• 75%+ reduction in the cost to serve each customer.
Creating and editing surveys is where the customer service team spent most of their time.
• Customer churn metrics were affected by COVID but lead to a gargantuan pivot and the launch of a now-profitable 0-1 Aged Care product suite.
• 75%+ reduction in the cost to serve each customer.
Creating and editing surveys is where the customer service team spent most of their time.
• Customer churn metrics were affected by COVID but lead to a gargantuan pivot and the launch of a now-profitable 0-1 Aged Care product suite.