Qualtrics · Sole then Lead Product Designer
I was hired to design and build a human panelist recruitment tool that customers could use for the most common recruitment needs. At the time, all panel recruiting was handled by a team of internal consultants, which was very expensive and difficult to scale.
My work began on a single product flow that, when demand increased and the company began building synthetic personas, branched into multiple product offerings. All work shown here is used across the entire panels ecosystem. I led the design of third-party, human recruiting tools at Qualtrics, including their extensible framework, payments system, and panel marketplace
TIMELINE
2022 — 2025
SCOPE
Sole then Lead Designer
TEAM
Quantitative panels, Qualitative panels, Synthetic
Outcome and Impact
My work is the foundation for all 3rd party human and synthetic recruitment offerings. I designed the system that organizes 6 distinct recruiting offerings that use the same underlying technology but are fundamentally different to our users, be the ingress to multiple products, and build a system to be flexible enough to add more offerings in later.
● On track to $7M annual revenue target. In addition to self-serve purchases, synthetic panels uses hundreds of thousands of customer credits each month. Demand for panels continues to increase.
● 0→1, then 1→2. After the success of Quantitative panels, Qualtrics invested in Qualitative panels and Synthetic panels to complete a well-rounded panel recruiting suite of tools for researchers.
● 6 distinct recruiting options. Qualtrics finally offers researchers a platform to recruit from millions of participants for surveys, interviews, and unmoderated studies.
● Qualtrics no longer needs to service smaller recruiting projects. A self-serve tool allows Qualtrics to staff professional services on more complex recruitment projects, saving on consultant costs and time.
● Synthetic panels and AI transparency. Designed the synthetic panel experience, which fit easily into the existing panel architecture. I also designed the AI transparency markers that accompanies synthetic data in Qualtrics and defined user segments for AI validation research and trust building needs.
My role
I started as the solo designer and then led a team of 2 other designers. I owned all panel offerings and the first Qualtrics self-serve checkout system: Quantitative panels, Qualitative panels, Synthetic panels, checkout, and credits payments. I worked with 3 PM PMs, 3 engineering teams, and 2 other designers.
One place for recruiting humans and synthetic personas
Simple to complex. This project began as a single flow. As it expanded in scope, I designed a split into different distinct products.
Panel marketplace
Browsing your options. This starting point helps users navigate the many third-party recruiting products at Qualtrics for expert users to quickly find what they’re looking for or for new users to explore for the first time.
Cost calculator
This panel playground shows the immediate impact of demographic selections on panel cost and feasibility, the most important considerations for almost all our researchers. This page functions as a calculator and playground for users to define populations, tweak them, and understand how selections affect the overall project cost.
Panel progress and health
This dashboard displays panel progress and health so users can make informed choices about how to manage their panel, view data, or compare panel performances for the same study.
Communicating status across projects
Displaying panel progress and health so users can make informed choices about how to manage their panel, view data, or compare panel performances for the same study.
AI data markers to accompany every synthetic response
Synthetic panels are a source of AI generated data. AI generated data has never lived in the Qualtrics product ecosystem before. This new data source will appear in other Qualtrics tools that use, parse, analyze, and visualize data, such as the Data Table, Data Modeler, Dashboards, etc. Users need to know which data is AI generated, and Qualtrics tools need to be able to separate AI generated data from human data.
Back to work