Binance Surveys Platform
Project Nature
UX and UI Design
Role
Sole UX Designer
Year
2021-2022
Binance Surveys is an in-house survey platform used to gather information and/or feedback from our users, through questionnaires and pop-up surveys.
In the early days, Binance Surveys was based on open-source code and had lots of usability issues. Moreover, the dashboard was only partially complete - with only a questionnaire for external users and a dashboard replete with usability issues for internal users, making it difficult for my coworkers to gather feedback and conduct effective research.
Therefore, in order to improve ease-of-use and overall efficiency, the goal was to revamp the survey system’s dashboard & support other new functions.
User Types
Marketing Team
To conduct giveaways & airdrops, trivia quizzes, and collect user-generated content
Product Team
To measure customer satisfaction and collect user feedback
Local Team
To collect meet-up feedback
Timeline
Design Process
-
Reviewed the existed dashboard with PM
-
Analyzed the UX and UI of Google Surveys, Typeform
-
New features based on internal users’ feedback
UX & UI Audit - Key Issues
To review the existing issues, the product manager and I did a UX audit together, with me serving primarily as the first time user (as it was indeed my first time looking at the dashboard). By doing so, we were able to identify a number of issues, as shown below:
1. UI did not adhere to Binance’s design system standards; page layout was inefficient
There was no Binance Surveys logo, nor any Binance components
An open source UI kit was used instead of Binance's own design system
Page layout was inefficient for users
There was lots of space on the dashboard page but users could not view all their surveys in one place
The Create Survey button required 2 clicks, and there was a single page dedicated to a Create button
2. UX and information architecture weren’t intuitive
Tabs weren’t in logical order - Users had to select '“Upload Material”before inserting any questions, not whilst creating the questions
Minor functions were placed in places reserved for key functions - Downloads wasn’t a major function but it was on the top right corner
UI issues negatively impacted the platform’s usability - the container for inserting survey questions was too small, and the user had to constantly scroll
3. Numerous usability issues existed on various pages
Unintuitive features which required lots of additional documentation to understand, e.g. adding a picture or setting jump logic
Too many clicks to Preview or Publish surveys
Competitor References
I also looked at existing survey platforms to see how competitors solved the UX of creating surveys, publishing, sharing and so on. I focused my efforts on understanding the layout and survey creation process, which were ultimately used in the revamped version.
-
The dashboards of survey platforms generally have a list view or image view of all existing surveys, alongside a left navigation menu with key CTAs and secondary actions
-
Whilst creating a survey, the UI usually has an area for editing survey questions and a preview of the actual survey. Various complexities of question skip logic were available
User Feedback
After the survey revamp was completed, incremental iterations were also completed, made based on feedback from coworkers in different teams.
“We’d like to check what types of sensitive information we collect from users ”
Security Team
→ Security review process added, with comment function
“We’d like to add a more lightweight type of survey - a popup - so users can respond faster”
Product Team
→ Popup Survey added for Mobile & Web
“We’d like to also use the survey system to send out surveys to our users”
Another team working under a portfolio company
→ Separate but similar platform for users of this portfolio company
Final Design
Design Impact
>3000 new surveys created
up from just a few hundred prior to the revamp of the survey system
41 languages
supported on Binance Surveys
1,000+ internal users
up from around 65 users before the survey system was revamped
120,000 responses
More than 120K responses on the most responded-to survey