Project completed while working as a product designer at Ideally
Timeline: Estimated 2 sprints
Team: PMs, Engineers, Designers
My role: Product designer
Tools: Figma, Notion, Jira
Impact: Reduce churn, improve onboarding UX, increase in product credit spend, increase activation by simplifying survey creation
First-time users joining the Ideally platform were struggling to translate broad research goals into actionable survey setups.
(Old Ideally UI)
This often led to:
• High support overhead for the internal research team
• Misaligned survey expectations and poor UX
• Delays in turnaround time and results
• Loss of potential revenue (e.g. customers didn’t upgrade due to unclear credit usage)
• The internal team often defaulted to manually uploading for customers themselves, creating operational inefficiencies and poor scalability.
Through discovery, we identified several friction points in the survey setup experience. An audit of Linear support tickets revealed frequent confusion during setup, while company-wide interviews surfaced a general lack of understanding around survey structure and test types. Google Analytics confirmed this with noticeable drop-off during the setup flow. Internal research showed users were often selecting the wrong test types or duplicating questions already included in our default frameworks. Finally, alignment with stakeholders highlighted a clear need for better visual previews, clearer credit usage (we had lost potential revenue due to credit ambiguity in the builder), and smarter question suggestions to guide users through the process more confidently.