Summary
Survey54 specializes in collecting in emerging markets by using an automated survey platform, giving organisations the access to millions of respondents globally. Think of survey54 as a B2C market research respondent base, respondents take tasks and surveys based on the niche, industry and products they use or consume for example drivers/riders and ridehailing companies or Grocery shoppers and FMCGs. Data collected from respondents is processed into insights for analysis on a B2B product called Safiyo. The scope of this case study only captures the respondent activity and you can see Safiyo for the data visualisation process.
Background
Through research, we discover that consumer data collection is usually done manually in Africa and emerging markets which makes it expensive to collect, As data is manual it could take 8-10 weeks for collection. 87% of Trade in emerging markets is informal (Cash-based) and there is little to no consumer data at all.
- Organisations have difficulty to invest due to lack of business intelligence in the market.
- Businesses also find it difficult to gather significant consumer behaviour and product performance metrics
Survey54 solves this problem by simply creating communities for niche specific consumers and audiences. These users are incentivised for their effort.
- Vouchers & cashback
- Airtime
- Cash rewards
Connection
Goal
The goal of the Survey54 respondent product was to
- Allow users find surveys and tasks they qualify for easily
- Allow users take surveys and tasks efficiently
- Allow users earn in their countries and withdraw rewards seamlessly
ROLE
I was the lead product designer on the team leading the design strategy of the product and designers, also intersecting between the user and the business, my goal was to improve the overall UX and total redesign of the product across all platforms, allow a more robust design system, and add new features. I worked in a product development team.
User research
User Interviews
I explored existing research data done by the product manager with the support of the research team, I also spent some time looking through interview transcripts.
Contextual Observation, Heuristic evaluation, Task analysis, Did a competition analysis and benchmarking: Kantar, Pollfish, Qualtrics, Typeform & Streetbees analytical dashboards and watching hotjar videos.
- How are users on-boarding currently?
- What are the most important user actions?
Brainstormed with PMs, developers and other designers on possible solutions
User Pain Points
- Data security
- OS improvement
- Inclusivity for remote/ rural communities
- Multi platform respondent access
- Simple user navigation
Wireframing
Mobile
Web App
Design Solution
Onboarding
Brainstormed with PMs, developers and other designers on possible solutions
Surveys & Tasks
Security & Payment
Feedback
We performed online usability test with a set of existing users, while majority of the users were able to perform the tasks seamlessly, a significant percentage of users in remote or rural areas had realtime concerns about data consumption, loading time and they wanted other options. So we decided to create data free versions of the active surveys.
Landing page
Impact
Over 500,000 respondents, in 50+ countries