Xandr Invest is a newly launched Demand-Side Platform (DSP). Within the Product Design organization, we wanted to collect user feedback not only from conducting 1-on-1 interviews with selected Traders, but also through surveying a wide range of users who log into Invest DSP on a daily basis.

The goal of unpacking and visualizing deeper survey insights is mainly twofold: 1) measuring how newly introduced features and improvements impact advertisers' business activity on our platform, 2) help the design team spot any usability concerns of Advertisers clients early on, so that we can follow up to investigate further.

The UX researcher had launched a short AppCues survey that situate in the landing page of Xandr Invest. The survey was designed to be short and simple to complete, and consists of two ratings and an optional input field.

The survey had been set up and sent out for 2 months by the time I joined the project, and changing survey content is out of the project scope. This means l had to stay with the given two metrics discover and visualize insights.

Prior to my joining the project, there had been some preliminary effort to visualize the survey in to a PDF format.

However, we believed that there could be more insights drawn from the survey.

I noticed that we had the opportunity to expand the dimensions of the existing dataset: even though it seemed that our survey only includes two ratings, we can use the “member ID” to associate the survey data with Xandr’s own client database and relevant metrics.

We can significantly enrich our data and insights by pulling in metrics such as company size, number of users on Xandr’s platform, current Ad spend, etc.

We began by diving into all kinds of information what we can possibly get out of the survey and explored a variety of ways to visualize them.

Our team met regularly during the design process to clarify the expected audiences of the visualization, and aligned on the short-term and long-term objectives for visualizing this survey.

We noticed that in order to show the impact the Product Design team makes, we need to conduct surveys over time to see how the ratings change. So while we have 648 initial responses, we need to design for the scenario of recurring surveys in mind.

While we did a lot of explorations of charts and diagrams, we agree with the general idea that there should be an “at a glance” view of the survey result, followed by a breakdown of the survey if the viewer has more time to dig deeper.

In the more detailed section, we want to show:

The Data Visualization tool is a highly detailed and insightful reusable template that helps the User Researchers and Product Designers at Xandr to more effectively analyze quantitative feedback from Xandr’s buy-side clients.

The final Data Visualization template consists for three main sections, and the graphs interactively reveal more insights of different aspects of clients' engagement with our product.