Introduction

FormFlow, a B2B AI powered survey generator.

Used by HR, Market Researchers and Ecommerce platforms, its function was to give real-time insights and instant customer / employee feedback.

Over a 3 month period I worked with the developers and product owner to translate UX research and business objectives into high fidelity designs.

Live Demo

Users provide basic information about their survey, such as the type of questions they wanted to ask, the audience they were targeting and the feedback they wanted. Then FormFlow would create the survey for them in a very personalised way.

Design Thinking - Empathise

I first developed a UX Blueprint to help align the vision of the product with the stakeholders. It helps to outline the overall strategy, objectives, and approach for achieving the desired user experience.

The Blueprint helps identify potential risks and challenges early in the process. It also provides a basis for evaluating the success of the project and identifying areas for enhancement.

Qualitative Data

I lead the interviews sessions of 9 users to help unearth behaviours, pain points, and preferences they had. These insights served as the compass guiding design decisions, ensuring that FormFlow's interface was tailored to meet user needs effectively.

Interview quotes:

• "I wish I could easily gather valuable feedback from employees at all levels."

• "Collaborating on survey projects with my team is a nightmare. We need better sharing possibilities."

• "Managing multilingual surveys is a headache. It's time-consuming and error-prone."

• "Being a small business owner, I have to be mindful of every expense. While I understand the importance of surveys, I need options that are affordable and scalable as my business grows."

Design Thinking - Define

Problem Statement

User: People working in HR and Ecommerce seeking efficient solutions for creating, distributing, and analysing surveys.

need to find a way too

Goal: streamline the survey-building process and gather actionable insights efficiently.

because

Insight: They prioritize intuitive, customizable, and accessible survey creation tools to enhance decision-making processes and drive organizational success.

User Persona

Crafting the persona allowed me to deeply understand the needs, preferences, and pain points of my target user. By personifying the characteristics and goals of the user, I gained valuable insights into their motivations and behaviours, guiding my design decisions with empathy and precision.

Design Thinking - Ideate

Iteration process of the home screen

After conducting usability and concept tests there were many aspects of the home page that we wanted to change

User feedback was that the page lacked 'professionalism' and 'trustworthiness'.

Whilst maintaining the open space but taking into account user feedback I changed the font, including weight and line height. Also subtle things such as boldness and placement were key.

I found that users wanted us to prioritise 'Pricing' in the navbar as this was a main point that came back following the feedback.

Design Thinking - Prototype

High Fidelity Designs

Design Thinking - Test

Pricing / Freemium

I was responsible for the pricing plan and I was insistent on implementing a Freemium plan for the product.

The free version let users create unlimited surveys but with limited responses and limited customer support.

Following my research I found that users would be prepared to sign up to the SaaS product if we could provide faster response time, integration features, API access and unlimited responses.