Qualtrics Design
I worked on the Platform Systems design team for two years, shipping features for the following product areas:
XM Directory, the central storage of customer touch points, experience data, and transaction data
Security & compliance, role-based access control, admin permissions, data security
Distributions, method of sending survey artifacts over multiple channels across different product licences
Designs below shipped between Jan 2020 - Dec 2021.
Role & Scope
Methods
UX design, information architecture, systems mapping, feature audits, prototyping, wireframing, design specs (redlines, responsive web behavior definition, accessibility)
Product Areas
XM Directory, Distributions, Employee Experience, Security and compliance, Design Systems
Collaborators
Design, Product Management, Product Marketing, Engineering, Data Science, UX Writing, UX Research, Customer Success Managers
Projects
1. Transaction Imports
data organization, platform technology
Enable users to import and view transactions and groups of transactions right in the XM Directory interface, using file-based imports.
2. Transaction-based Segments
contact segmentation, xm directory
Update to XM Directory Segments, Segmentation enables customers based on their transaction data to isolate customers who have the same purchases and events.
3. Response-based Segments
contact segmentation, xm directory
Update to XM Directory Segments, allowing you to segment your customers based on their experiences to better understand the drivers creating promoters and demoters.
4. Conditional logic builder
macro pattern, design systems
Initiative to design the first consistent conditional logic builder that aligns with our design system’s styling and principles: scalability, consistency, flexibility, simplicity and unity.
1. Transactions Imports in the XM Directory UI
Designer: Elaine Lu
Product manager: Dee Madkikar
Engineer leads: Hani Nikkhoo, Ravshan Khamidov, Manav Fogla
Feature Release Documentation, May 2021
Problem: Most organizations have a vast amount of untapped transaction data* stored in internal systems. Currently, Qualtrics stores a cumulative of 4 billion contact profiles with 4+ billion transaction data. But organizations can’t access this from the XM Directory interface. As a result, they cannot analyze customer experiences per interaction or investigate their holistic experiences and operational data at scale.
Opportunity: With the ability to import, organize and distill transactional data directly from the UI, organizations will be able to have deeper insights into customer behavior, build a more complete understanding of the contact profiles, and build effective CX programs, predictive models, and cause-effect analysis.
Key results: ~4 million transactions were processed during the quarter following this feature release, indicating high usage for transaction data imports.
*Any type of operational data recording an interaction between a customer and an organization, e.g., invoice sent, payment received, shipment date.
For more details about this project, please inquire via email.
2. Transaction-based Segments
Designer: Elaine Lu
Product manager: Satvir Randhawa
Eng leads: Caleb Tonkinson, Sho Szczepaniuk
Feature Release Documentation, September 2021
Problem: Users are unable to create groups of contacts based on shared transactions. For example, users cannot filter for contacts who stopped purchasing a product recently in order to create a targeted study on potential detractors.
Opportunity: Adding support to filter for transactional data and create groups sets the foundation for utilizing this data to build user segments. The addition of transaction search enables users to answer questions like:
Which customers have a specific interaction with the organization at a specific time
Which customers have the most interaction of type x with the organization?
Which customers changed their type of interaction with the organization?
Which customers changed their interaction patterns with the organization?
For more details about this project, please inquire via email.
Configure segment criteria
Create and view segment rules
3. Response-based Segments
Designer: Elaine Lu
Product manager: Satvir Randhawa
Eng leads: Caleb Tonkinson, Sho Szczepaniuk
Feature Release Documentation, December 2021
Problem: Users are unable to create groups of contacts based on shared survey responses (experience data). As a result, organizations have difficulty understanding the drivers that create promoters and demoters.
Opportunity: As an update to XM Directory Segments, customers can create cohorts of contacts with low or high customer satisfaction (CSAT) scores in addition to the existing behavior and demographics-based conditions.
For more details about this project, please inquire via email.
Build segment membership conditions
Created segment and rules
4. Conditional logic (macro pattern)
Designer: Elaine Lu
UX Stakeholder teams: Actions, Collect, Dashboards, Data platform, EX, Workflows, XM Directory, StatsiQ
Problem: Current implementations of the conditional logic builder across the Qualtrics platform have inconsistent interaction paradigms, data variables, and available criteria. Qualtrics-defined criteria are unclear to a majority of people during research and limit their use cases. People are also not confident that the conditional logic they apply will return their desired results.
Role: Lead the macro pattern initiative advocating for XM Directory’s use cases, gather and write design requirements, facilitate cross-team co-design sessions, present progress at UX/PM stakeholder reviews.
Card sorting with stakeholder teams, synthesizing priorities for conditional logic applications.
Product areas where conditional logic is used & design stakeholder ownership
Breakdown of filter types across the platform
For more details about this project, please inquire via email.
Projects
5. Role-Based Access Control
directory management, platform technology
Role-based Access Control for XM Directory gives administrators control over which users have access to directories and controls.
6. Advanced Identity Resolution
data organization, platform technology
Extending the capabilities of automatic deduplication in XM Directory to allow users to create rules to consolidate duplicate contacts across different imports.
5. Role-Based Access Control
Designer: Elaine Lu
Product managers: Dee Madkikar
Eng leads: Hani Nikkhoo, Manav Fogla
Feature Release Documentation (September 2021)
Problem: In many organizations, employees need to have different levels of access to different types of data. Sensitive information, such as home address and driver’s license number, should be limited only to a few users. This information should be hidden from survey creators but visible to customer support representatives and managed by administrators. Given the evolving data needs, users need a flexible and understandable system to protect data and give the right people permissions to the right data.
Opportunity: Provide enhanced data protection and flexibility by enabling administrators with different access types to control and restrict data access to sensitive data fields in XM Directory.
Response confidentiality & private employee data access control solution
For more details about this project, please inquire via email.
6. Advanced Identity Resolution & Consolidation
Designer: Elaine Lu
Product manager: Dee Madkikar
Eng leads: Bojun Sun, Ravshan Khamidov
Feature Release Documentation, January 2022
Problem: One of the management challenges associated when importing data from multiple data sources is resolving identity. Since data in Qualtrics is sourced from different systems, the completeness of data from different sources varies. Without the ability to consolidate the incoming updates, these updates and events will be treated as different contacts which creates redundancy.
Opportunity: Help customers consolidate data retrieved from different sources that attach to the same person to build complete contact profiles. It would be ideal to conditionally deduplicate on specific data fields since different organizations have different expectations for their files.
Phase 1: Merge existing contact duplicates (October 2021)
Phase 2: Merge contact duplicates conditionally (January 2022)
Phase 2 | Merge contact duplicates conditionally
Phase 1 | Merge existing contact duplicates
Original design (before)
Projects
7. Visibility of Distribution Channels
multi-channel distributions, platform technology
Increase visibility of distribution channels like SMS, WhatsApp, and unique links, and suggest methods for users to send surveys.
8. SMS Distribution in XM Directory
multi-channel distributions, platform technology
SMS distributions are now available XM Directory, allowing for directory-specific management.
9. WhatsApp Survey Distribution
multi-channel distributions, platform technology
Enable distributions via WhatsApp, to help our customers reach a broader audience and increase response rates.
10. SMS for Employee Engagement and Ad Hoc Employee Research Projects
employee experience (EX)
Engagement and Ad Hoc Employee Research projects to support 1-way SMS distributions, helping users collect feedback via their mobile devices.
7. Better Visibility of Distribution Channels in XM Directory
Designer: Elaine Lu
Product manager: Robert Kornas
Eng lead: Przemek Franczak
January 2020
Problem: Customers have low awareness of all the distribution channels Qualtrics offers, whether they are enabled for their brand or not yet purchased.
Opportunity: Presenting all distribution channels will drive engagement for non-email distributions, opening up Qualtrics as the ultimate listening platform with 200+ brands going beyond surveys. Help build awareness about other channels, guide them on enabling them, reduce engineering maintenance costs, and increase UX consistency.
8. SMS Distribution in XM Directory
Designer: Elaine Lu, Lucyna Frank
Product manager: Robert Kornas
Eng leads: Drew Anderson, Joanna Simwinga
Feature Release Documentation, October 2020
Key Results, 2021
Problem: Collecting feedback through mobile devices like SMS is a key request from many customers and CSMs. However, all distributions workflows today don’t follow a consistent UX paradigm and are built using outdated design patterns.
Opportunity: SMS distributions are today the third (after emails and intercepts) most used method to solicit response data collection, with 390 Monthly Active Brands and ~70% YoY growth. SMS distribution for XMD will be the first workflow in XM Directory that follows a modular, intuitive, and accessible design.
Role: Co-lead northstar workshops, brainstorm and ideation, design exploration for stakeholder critiques, document information architecture, design principles
Original design (before)
SMS distributions are now available XM Directory, allowing for directory-specific management. To learn more about this feature release click here.
9. WhatsApp Survey Distribution in XM Directory
Designer: Elaine Lu
Product manager: Robert Kornas
Eng lead: Mateusz Przybyla
Feature Release Documentation, October 2020
Problem: There’s a lack of WhatsApp as a communication channel for all product licenses and feature parity between distribution experiences depending on the channel type.
Opportunity: Enable users to distribute surveys and communications via WhatsApp, design the first fully accessible distribution workflow and test the new concept with customers to gauge customer needs and validate hypotheses for improvements.
Original design (before)
By enabling WhatsApp, we take a step towards building the “ultimate listening system,” opening up a new channel for customers to capture real-time feedback from place conversations are already taking place.
To learn more about this feature release click here.
Select Channel (1/5)
Select Audience (2/5)
Select Survey (3/5)
Send Time (4/5)
Compose Message (5/5)
Review
10. SMS for Employee Engagement and Ad Hoc Employee Research
Designer: Elaine Lu, Lucyna Frank
Product managers: Claire Lee, Robert Kornas
Eng leads: Maciej Janusz, Marcin Skrunch
Feature Release Documentation, December 2021
Problem: For Employee Research Directors, a lack of the most popular communication method like text messaging makes Employee Experience (EX) programs inefficient, particularly for industries like transport companies where drivers don't have access to personal computers. The lack of feature parity between CX/RC and EX licenses like tracking the condition of a distribution is also a limitation that makes the product difficult to use.
Opportunity: To promote engineering acceleration, design the first fully accessible distribution workflow, and increase the number of EX brands utilizing new distribution channels, and enable the first unified distribution experience between different licenses to improve learnability and consistency.
Engagement and Ad Hoc Employee Research projects now support 1-way SMS distributions, helping you collect feedback from your employees via their mobile devices.
11. Distribution History Reporting for SMS and WhatsApp
Designer: Elaine Lu
Product manager: Robert Kornas
Eng leads: Mateusz Przybyla, Marcin Skruch
Feature Release Documentation, December 2020
Problem: Customers are unable to check their complete distribution history to investigate all details of the messages they send. Details include response rate, and messages bounced, messages received, etc. Information about distribution history is critical for customers to understand the progress of the distribution and potential blockers.
Opportunity: Decrease friction related to lack of one of the most crucial functionalities, introduce holistic improvement of distributions management by preparing this feature design as a platform-wide function.
Other projects
I worked on additional efforts to help improve internal design processes.
Co-design and Ideation exercises
Developed exercises and resources to support product/design ideation for new feature initiatives. Piloted sessions with collaborators in Poland, Dublin, and Seattle.
UX / Data curriculum
An educational resource for designers, product managers, data scientists, and researchers to develop data literacy and involve data science to design processes. The deliverable is a 3-part curriculum published on internal wiki pages.
UX slide deck templates
Designed slide templates for marketing reviews, design reviews, leadership share-outs, customer demos