Survey Site

SUZY | Crowdtap | 2022

From overwhelmed to engaged: Redesigning Crowdtap’s survey experience for a 30% lift in conversions

Context & Challenge

Problem:
Crowdtap’s survey dashboard was cluttered with long titles, ineffective filters, and redundant recommendations. First-time users felt overwhelmed, and the web and app experiences varied, creating friction and inconsistency in the user journey.

Business Goal:
Increase conversion rate and introduce a gamified, modern user interface look and feel while building a responsive, scalable foundation for a design system.

My Role:
Lead UX Designer & Researcher

UX design, prototyping, and usability testing
Conducted competitive analysis to guide design direction
Partnered cross-functionally with product + engineering

Solution & Process

Solution:

Simplified UI: reduced survey blocks + minimized text overload
Gamification: designed fun, motivating interactions to sustain engagement
Design system: embedded reusable, consistent UI components across web + app

Process:

Ran competitive analysis to benchmark usability
Iterated concepts for simplified navigation and survey flows
Conducted usability testing to validate clarity and reduce overwhelm
Partnered with developers to scale design system patterns

RESULT

+30% increase in first-time user conversion

Delivered a modern, gamified, responsive survey site aligned with business goals
Established a scalable design system foundation ensuring consistent UX across web and app
Elevated brand experience: clearer, faster, and more engaging survey-taking