Survey Builder: No-Code Programming Platform for Market Research
Our teams were spending too much time manually programming surveys using outdated tools like LimeSurvey, often copying logic from Word/PDFs and adjusting syntax line-by-line. This slowed down delivery and increased dependency on external vendors.
We also lacked consistency across surveys, making analysis and dashboard integration harder. Clients increasingly asked for faster, branded, mobile-friendly experiences.
Research Conducted:
- 15+ interviews with internal survey programmers and ops managers in Brazil and Colombia
- Competitive analysis of Qualtrics, Alchemer, SurveyMonkey and QuestionPro
- Audit of 50+ past surveys to map common logic patterns and edge cases
Discovery & Scoping
Defined MVP based on top 5 recurring use cases: simple single-question surveys, conditional blocks, logic jump, randomized groups, and multi-language support. Created personas for internal power users vs. external research clients.
Prioritization Framework
Used RICE to balance internal cost-saving features vs. external usability wins. Prioritized early AI parser + reusable logic templates to reduce time-to-launch.
Team Collaboration
Weekly design reviews with UX, biweekly engineering syncs to assess performance and frontend complexity (Vue + Node.js), embedded QA early to cover edge-case logic flows.
Technical Tradeoffs
Initially scoped SPSS support for exports, deprioritized for faster MVP release. Used Vue.js over React to match internal dev team's existing expertise. Built real-time preview builder with async save logic and input validation.
Power Users Demand Control
"Power users" demanded more control than MVP provided. We added custom JS logic blocks post-launch.
Client Focus on Branding
Client-facing users cared less about logic and more about branding. This led to development of custom theme editor.
AI Parser Success
Our AI parser (which auto-detected questions/logic from word documents) became a surprise hit and core differentiator