Enhancing Survey UX to Boost Responses by 160%
Product
Binance Survey System
Role
Sole Product Designer
Timeline
1.5 weeks
What I did
Product Design, User Research, Prototyping, Product Thinking
Context
Every quarter, Binance conducts a CSAT survey for over 20 product lines. However, their existing survey system then relied on solely jump logic, which led to several issues.
Problem 😐
Survey respondents felt that survey length was too long, with irrelevant and repetitive questions. Meanwhile, Binance saw a drop-off in survey completion and lesser meaningful data was captured.
So... what did I do?
Identified key areas to improve the survey flow for both survey editors and survey respondents through allowing editors to configure rule-based conditional logic to display questions.
Survey respondents pain points
Current survey takes too long to finish
Too many repetitive questions
Irrelevant questions were shown at times
Business requirements
Higher completion rates
Capture more accurate and nuanced feedback for each product line
Redesigning the survey flow
After multiple iterations and internal reviews, I introduced a feature where survey editors can use display logic for choice-based questions.
Weaving rule-based logic into current system
Survey editors can configure rule-based conditional logic to display questions, making the questions direct and relevant for survey respondents based on previous choices
'Display Group' Feature
Survey editors can quickly do up their rule-based through tagging each question to a display group when doing rule-based conditional logic
Dynamic Question Flow
Removed previous static flow where survey respondents will see the same repetitive question pop up for each section. Now, users can have questions show up dynamically based on initial choice in multi-select question
Impact
Boosted survey responses by 160%, going from 5,000 to 13,000 responses in the same 4-day window
Enabled product lines to capture more nuanced feedback for positive & negative sentiment questions