Data Explorer (Suzy, 2023)
Suzy’s limited analysis tools had researchers turning to outside software, lowering engagement and leaving valuable insights out of reach.
By designing an intuitive, fully integrated data explorer experience, we empowered users to perform complex survey analytics right on Suzy—transforming it into a powerful, one-stop research platform.
Impact
Since launching Data Explorer in late spring 2023, it has become a notable upsell, generating an additional $18,000 per customer annually. This result underscored the platform’s value as a more complete, robust solution for data-driven market insights, elevating Suzy's competitive edge.
This project sharpened my leadership skills, particularly in navigating ambiguity and influencing pivotal product direction. By embracing an adaptive design strategy, I led the team in balancing innovative functionality with core technical constraints, achieving a seamless integration into Suzy’s existing backend architecture.
The Challenge
Suzy’s existing crosstabs feature was insufficient for handling complex data analysis, frustrating users and pushing them towards external software. The urgency to solve this problem was clear: Suzy risked losing market share if it couldn’t meet the full analytical needs of its customers. Additionally, clients' dissatisfaction threatened contract renewals and potential upsells, putting Suzy’s revenue at risk.
The initial architecture for Data Explorer was partially developed with limited functionality. This meant that we had to retrofit our design vision into an existing framework, working backwards to adapt the user interface while maximizing the MVP’s potential. Time constraints, technical limitations, and a recent team reorganization made this a uniquely complex challenge.
The Solution
Our approach diverged from traditional competitor tools by centering on usability and accessibility. The streamlined banner builder enabled complex data manipulation in just a few steps, catering to both seasoned researchers and less experienced users. The design prioritized functionality while maintaining an approachable interface, setting it apart in a landscape dominated by convoluted analytical tools.
Strategy & Approach
We focused on banner creation as the primary user task, streamlining this process through the Table View creation interface. This decision was backed by user feedback emphasizing the need for simplified but powerful tools. The resulting interface allowed users to create complex data cuts and cross-references without extensive training.
Design and development were highly iterative due to the pre-existing architecture and evolving requirements. Workshops were pivotal; empathy mapping and round-robin ideation sessions helped us understand our users deeply, uncovering pain points and guiding critical design pivots. Feedback during these workshops highlighted the need for enhanced data manipulation flexibility, which we incorporated through custom filtering and NET capabilities.
As the lead designer, I steered the project from ideation to implementation, translating complex data analysis requirements into an intuitive, engaging user interface. My role required a fast-tracked learning curve on analytics tools and data terminology, but this became an asset. I guided the team in avoiding rigid design elements, mentoring others to prioritize flexible solutions that would resonate with both technical and non-technical users.
Research & Key Insights
Key Findings That Informed Design
Feedback from initial users revealed a clear need for a banner builder that could enable seamless, customized data cuts directly within Suzy. This insight became the foundation for our Table View creation feature, shifting the focus to a simplified yet powerful banner tool that resonated with both expert and beginner users.
Unexpected Discoveries or “Aha” Moments
The empathy mapping workshop surfaced a key insight: users weren’t just data-driven; they were results-driven. This realization informed our design approach, emphasizing outcome-oriented data exploration over granular data manipulation, which positioned Data Explorer as a goal-oriented tool.
Problem Statement
Market researchers using the Suzy platform were restricted by limited data analysis capabilities, often relying on external tools like SPSS and Q to manage their data efficiently. This workflow inefficiency not only reduced engagement with our platform but also hindered Suzy’s ability to meet clients' full analytical needs, leaving valuable insights untapped.
Key Insight
Rather than mimic complex and often rigid competitor tools, we saw an opportunity to create an integrated, intuitive data exploration experience that simplified complex analytics without sacrificing functionality. This approach would not only retain clients on the Suzy platform but also empower them with a seamless, powerful alternative to third-party software.
Next Steps
The next phase will explore integrating predictive analytics and machine learning capabilities into Data Explorer, allowing users to surface trends and potential insights automatically. Additionally, as user data needs evolve, the tool’s design will prioritize modularity, ensuring that new features can be seamlessly added without disrupting the core user experience.
Data Explorer transformed Suzy into a one-stop data analysis platform, offering powerful data visualization and exploration tools that rival third-party software in usability and functionality. Suzy is a leading consumer insights platform, supporting enterprise clients who require robust, accessible tools for complex survey analysis. Data Explorer represents Suzy’s commitment to meeting advanced analytical needs while keeping the user experience at the forefront.
