Designing a Database Platform
Survey Setup: Optimising for Efficiency and Data Integrity
Product: B2B SaaS | Role: End-to-end design process
Tools: Figma, SendGrid, Salesforce | Methods: User Research, Journey Mapping, Prototyping
Overview
As part of Verity Relationship Intelligence’s broader digital transformation, I led the design for two core platform areas: contact databases and the survey setup tool. These were previously managed through manual processes and fragmented tools, leading to inefficiencies, data errors, and limited scalability. My goal was to create a seamless, scalable experience across the full user journey that overlaid the new tools the company adopted.
Discovery & Insights:
I collaborated with our data analytics team to deeply understand the types of information needed for survey distribution. A key insight was that much of the required data could be inferred from existing hierarchies. So I knew I could eliminate the need for repeated manual entry.
Strategy:
To minimise user input wherever possible. I introduced functionality such as:
Mass updating and fuzzy matching to reduce repetitive work
Auto-save and dropdown constraints to increase accuracy
A central Account Profile system to consolidate client data and streamline benchmarking
Process & Tools:
The design process moved from paper sketches to low- and high-fidelity prototypes in Figma. I iterated quickly based on feedback from internal users, including those who previously managed the process manually. These insights ensured the UI felt intuitive while reducing setup time significantly.
Outcome
After conducting multiple rounds of testing with our internal teams, we then included our future users in testing. Also, as the rebranding developed, we revisited high-fidelity designs to ensure alignment with the new visual identity.
Wireframes of some of the Survey Set-up Pages:
Key Learnings
However, the rebranded assets and signed-off design system with reusable components earlier in the process would have allowed for faster execution and fewer design revisions.
Another critical learning was the importance of effective communication. By actively engaging with internal stakeholders, listening to their needs, and ensuring their input was acknowledged, we fostered strong alignment and maintained morale throughout the project.
Challenges & Prioritisation
While we had an ambitious feature set in mind for the MVP, time constraints required tough decisions. By working closely with developers to understand technical implications and build times, I was able to prioritise core features that delivered the most value, while scheduling others for the next iteration of the platform.
Next Steps
My next focus was designing and building the email notification system that users receive throughout the survey process. To address the need for clarity and reduce manual workload, we proposed a set of automated, timely emails that inform users of key actions and updates, enhancing both the internal team’s efficiency and the overall user experience.