Reporting experience for presenting results

Create a report of your results and insights

Role: Lead Product Designer for Analyze

Project: Analyze Reporting Experience

Company: SurveyMonkey


Ultimately people want to share the analysis of their survey results. We want our customers to be able to customize the data and present their results however they like whether it’s adding images, text or having control over the placement of the data.

We’ve had a shared results web page, but it’s limited in that the user cannot modify it. We heard loud and clear that even something as simple as adding a logo, text annotation or applying brand colors would go along way for our customers.



I adopted the data analysis specific modes of The Explorer vs The Presenter to build empathy for this user experience. In addition to these proto-personas, I leveraged our company wide personas ranging from advanced users who are comfortable with data to users who are less comfortable with data, but use the app regularly to prepare survey results.


User research part I

I started by developing hypothesis around what the user’s expectations might be once they landed into the reporting experience. I created three low fidelity prototypes in Axure that would be used in a first round of user testing to provide feedback for customer preference around reports.

Design Studio workshops

Next I led a series of workshops, based on the Design Studio method of diverge/converge, to get ideas that would inform a mid fidelity design. A notable result was an interaction pattern that would allow the user to drill down into a chart for a more focused experience with the data.

Workshop on presenting data

Motion study of a focus interaction (credit goes to Motion Designer, Michael Dulin)


User research part II

Next I designed a mid fidelity prototype using Sketch and InVision as a ‘Hero Flow’ that walked us through the user journey from entry points into the reporting experience, creating the report, publishing the report, and receiving a shared report.

My User Research partner, Nick Inchausti, set up a moderated, remote user test with the goal to understand user expectations for creating reports, adding data to a report, customizing a report, accessing a shared report and the naming of the experience.

Shown here is a flow diagram from which the Hero Flow was based.


Designing for V1

The results of user research informed my next iteration on the design. I set out to strategize my approach to designing for all aspects of the reporting experience and interaction. This became the structure of my design specifications. This included, but was not limited to:

  • Top level flows for entering, exiting and editing a report
  • Grid behavior with motion animation within the report creator
  • Adaptive charts within a responsive grid
  • A drill down interaction model with motion animation (based on our builder design principles)
  • Report creation ‘micro’ interactions with toolbars (scaling functionality across multiple versions )

Shown below are some design artifacts:

Dashboard builder that is pre-populated with new card affordance

Creating a text card in the dashboard builder

Motion studies of grid behavior (credit goes to Motion Designer, Michael Dulin)

Scaling ‘micro’ UI studies

Final toolbar pattern designs (credit goes to Visual Designer, Jonathan Howell)

Option to publish a report

Published dashboard ready to share


We continued to leverage usability testing to ensure that our initial release of this new reporting experience was something we could be proud of. We see adoption steadily increasing by observing the number of dashboards published each week. Next we’ll focus on how we can impact the business by optimizing the dashboard collaborator experience.

To date this has been one of the most fulfilling projects that I have designed for. I have the honor to work with some of the best people I’ve ever worked with. Special thanks goes out to my design team mates who’ve contributed to the success of this project via several peer critiques and workshops. I’m also grateful to my product team and as well as our user researchers who’ve worked tirelessly to help me (in)/validate my design assumptions.