In my first 90 days with zoomerang i took stock of existing metrics, ran heuristics, and conducted usability studies to help identify areas of focus. All seemed to point to the survey creation process as the biggest area for improvement. In particular it seemed many users would start to create surveys and abandon their efforts at various points in the process.
While addressing this area first I wanted to set design and interaction models as a platform for development of future areas such as analytics, address book etc...
Through ongoing discovery efforts I was able to identify 4 main themes in the UX that specifically needed to be improved.
- Clarity and focus
- Context
- Reduction of unnecessary complexity
- Optimization for the most common use cases
After 8 months of rapid design, testing, development and iteration we saw dramatic increases in our core metrics including a 215% increase in the number of users who successfully launched surveys.