Turning surveys into stories
Company MindGym
Team Product Designers, User Researcher, Product manager, Engineering and Behavioural Science teams
Role Content & UX designer
Opportunity
Surveys need a return on investment
Customers of our online coaching platform needed to complete a long survey about barriers to their goals to shape their coaching plan. This was a significant bottleneck for those who didn’t complete it or were slow to complete it. The survey was originally intended as a tool for coaches, so the results also weren’t shared back to customers.
To increase the meaning and impact of the survey we aimed to:
Shorten the survey where possible
Give an immediate reward for their time investment (and make this clear)
Empower customers to quickly understand their strengths and obstacles for themselves
Boost customers’ motivation for their goals
Solution
Tell a personalised story with data insights
We aimed to replay customers’ goal insights back in a meaningful, at-a-glance format that inspired action. I explored using archetypes to contextualise obstacles to their goal in a compact, personalised story. We also planned to share facts and personalised insights related to questions at various stages of completing the survey.
Designing stories with data
Key takeaways woven into a high-level narrative aimed to give customers a simple yet compelling summary of their insights. One concept was based on a journey up a mountain; elements like difficulty, steepness, and closeness to the summit were metaphors for their goal progress.
Disclosing deeper insights
Although we kept a focus on the headline results, we used progressive disclosure to give customers the agency to explore their full results, jargon-free.
Recommend relevant content right away
To truly empower customers to take action towards their goals, we began developing a strategy for content suggestions based on unique profiles. We envisioned repurposing existing content to create bitesize activities or articles tagged with relevant skills and topics.
What I’m most proud of
Scaling profile generation with ChatGPT
There were many combinations of results, each associated with a unique user profile. By using ChatGPT, I could explore different themes quickly, without getting too attached to one concept or investing a lot of time writing copy for one approach. This efficiency boost allowed us to gather iterative feedback as we built confidence in the final solution.