Qualtrics is an Experience Management (XM) platform that helps businesses collect, measure, and understand data about their customers and employees. The survey-taking experience is often the first interaction users have with Qualtrics, making it a critical touchpoint for brand perception. However, the platform had not seen a major update since 2015, resulting in a dated experience that lacked accessibility, modern design practices, and methodological rigor. This case study outlines how I redesigned the survey-taking experience to create a modern, accessible, and user-friendly platform that aligns with Qualtrics' mission to deliver first class experiences.
Strategy & Vision, Stakeholder Management, Design Concepts, Design Delivery
6 months (Phase I)
The existing survey-taking platform had several pain points:
Outdated Design: The interface felt old and didn’t meet modern design standards
Accessibility Gaps: The platform failed to meet current accessibility standards, excluding many users
Methodological Limitations: The platform lagged behind in survey methodology best practices, impacting data quality and user satisfaction
Developer Challenges: The codebase was rigid and difficult to maintain, slowing down innovation
With over 500 million survey takers completing 1.2 billion surveys annually, these issues were not just cosmetic—they impacted the core functionality and perception of Qualtrics as a leading XM platform
Our primary goal was to create a modern, accessible, and flexible survey-taking platform that:
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Improve user satisfaction and completion rates
✅
Meet or exceed accessibility standards (WCAG 2.1)
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Methodological best practices as defaults for better data quality
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Provide a developer-friendly foundation for future innovation
An inclusive, methodologically sound survey-taking experience that improves brand perception and closes experience gaps
The Matrix Carousel question format feature reimagines how users interact with complex matrix questions by breaking them into a more intuitive and mobile-friendly format.
Instead of presenting all statements and options at once, the carousel displays each cluster one at a time, reducing cognitive load and making it easier for respondents to focus.
This innovative design not only improves usability but also ensures a seamless experience across devices, particularly on mobile, where space is limited.
By simplifying the interaction, the Matrix Carousel enhances data quality and user satisfaction, setting a new standard for survey design.
This project was a testament to the power of user-centered design. By prioritizing accessibility, methodological rigor, and modern design practices, we were able to create a platform that not only met user needs but also positioned Qualtrics as a leader in the XM space.
For a deeper dive into the design process, including wireframes, and prototypes, check out the Figma presentation.