AI-Powered Survey Intelligence

Designing surveys, analyzing results, and extracting actionable insights can be intricate and time-consuming, particularly for beginners or companies with limited resources. Qualtrics AI Assist empowers customers to create, analyze, and act on survey data. This case study examines the strategic opportunities I explored for Qualtrics, utilizing NLP to more effectively address customer challenges. It also introduces EMMA*, an intelligent assistant designed to streamline survey creation, enhance data quality, and offer real-time guidance during the data collection process.

*product marketing renamed to Qualtrics Assist for branding purposes

Contribution

Strategy & Vision, Stakeholder Management, Design Concepts, Design Delivery

Duration

6 months

The Problem

The existing survey creation and analysis process had several challenges:

‍Complexity: Novice users struggled with designing effective surveys and interpreting results

‍Time-Consuming: Manual processes for survey logic, data cleaning, and analysis were tedious

‍Inconsistent Quality: Lack of guidance led to poorly designed surveys and biased questions

‍Limited Personalization: Users needed more flexibility to tailor surveys to their specific needs

With the rise of AI and machine learning, we saw an opportunity to transform the survey experience by introducing intelligent assistance

The Goal

Our primary goal was to leverage AI to support users during their data collection journey, making it easier to create high-quality surveys, analyze data, and derive actionable insights. Key objectives included:

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Simplify Survey Creation

Guided workflows and customizable templates to assist users from the start

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Improve Data Quality

Real-time feedback to detect and correct biased or poorly worded questions

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Enhance Personalization

Customizable recommendations and integrations

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Maintain Trust

Ensure transparency and security with AI-driven solutions

The Process

Research & Discovery

Conducted user interviews to understand pain points across novice, experienced, and expert users

Led the establishment of an AI Ethics Committee to formulate guidelines and define the company's position on AI usage

Analyzed competitor platforms to identify gaps and opportunities

Collaborated with data scientists to explore AI capabilities and limitations

Strategy & Vision

Defined a clear vision:
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An intelligent assistant that simplifies survey creation, improves data quality, and delivers actionable insights
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‍Prioritized features based on user needs and technical feasibility
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Design & Iteration

Created low-fidelity wireframes to explore different interaction models for EMMA

Designed high-fidelity prototypes for key features, such as:
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‍Guided Workflows: Step-by-step assistance for survey creation

‍Real-Time Feedback: AI-powered suggestions for improving question quality

‍Predictive Analytics: Insights and recommendations based on survey data

Delivery & Implementation

Presented the AI-powered solution to key stakeholders, including product managers, engineers, and executives, to align on vision and secure buy-in for integration into the platform roadmap

Advocated for EMMA’s features to be prioritized in future product roadmaps, ensuring continuous development and alignment with business goals

Worked closely with developers to seamlessly integrate EMMA’s AI capabilities into the Qualtrics platform, ensuring scalability and reliability

Reflection

This project aimed to explore and demonstrate the potential of how Qualtrics can leverage AI to transform complex processes into intuitive, user-friendly experiences, ultimately driving sustainable growth for the company. By combining user-centered design with advanced machine learning, we were able to create a platform that not only simplifies survey creation but also empowers users to make data-driven decisions with confidence.

For a deeper dive into the design process, including wireframes, and prototypes, check out the Figma presentation.