Timeline
2023 - Present
Skills
Product design
Stakeholder management
Interactive prototyping
User research & testing
My role
As the design lead, I led the transformation of the end-to-end survey logic experience, focusing on simplifying complex workflows, streamlining logic creation and management for users, and driving consistency across the UI.
Status
Milestone 1 shipped
Project Summary
Survey logic is one of SurveyMonkey’s most powerful and most confusing features. A 2021 customer satisfaction survey ranked it as the hardest-to-use capability across all plan types.
The challenge? Logic features were built over time in silos, leading to an inconsistent and fragmented experience. Users struggled to create, review, and test logic confidently.
We heard loud and clear from our customers that they desired a way to directly add, edit, and review logic without the need to navigate multiple pages and different UIs.
Due to historical reasons, we’ve broken logic into question skip, page skip, and advanced branching. As a result, each logic type has its own unique entry point and UIs, making the overall experience inconsistent and largely disconnected.
How logic works
Logic lets users control how respondents move through a survey based on their answers. It is a complex, step-by-step workflow that is prone to errors.
Timeline
Since 2023, we’ve broken down this initiative into two major streams of work: improve how users review logic, and how they build logic.
Milestone 1: Survey preview page redesign (2023 - 2024)
Milestone 2: Logic unification (2024 - present)
Preview page redesign (Launched in 2024)
We started by rethinking the survey preview page, a key space where users review and validate logic. Through user research, we identified major pain points, including difficulty validating survey logic.
We redesigned the survey preview experience with a new Logic Overview Panel and an updated Genius AI panel to help users review and test logic with confidence.
The logic overview panel gives users a bird-eye view of survey, making it easy for users to review and test logic in one place.
We redesigned the Genius recommendation panel and updated our Genius AI model to identify survey issues and provide potential solutions to fix the issues. Those issues can be related to circular logic, overlapping answer options, and other errors.
By highlighting critical issues to our users right away, more than 67% of users who had critical issues in their survey went back to the design survey page to fix the issue.
Result
The new survey preview page launched in early 2024. The redesign empowered users to better understand and test logic, and also enabled external collaboration via guest access.
95% of users kept the logic overview panel open, validating its value.
2% increase in 28-day deployment rate across users.
50% increase in median time spent on the Preview page.
What’s Next: Logic Unification
We’re in the midst of a multi-phase effort to unify the logic experience across SurveyMonkey.
Our goal is to simplify the fragmented logic setup into a single, consistent panel—making logic easier to build, review, and manage. To validate our approach, we’ve conducted ongoing user research throughout the process, gathering feedback from a diverse set of users and iterating on early concepts.
Beyond improving usability, this work also revealed opportunities to introduce a set of rule building interaction patterns back into our design system, enabling other product teams to adopt a consistent, scalable approach to rule building.