Qualtrics Digital Experience Analytics

DXA is a collection of analysis tools that work together in a single app to elevate Digital at Qualtrics from a simple feedback-focused solution into a market-competitive analytics tool.

I worked with Product and Engineering Leadership to articulate a vision, refine and validate with users, build organizational alignment, and scale the team.

Contributions

Prototyping, Leadership presentation, Design Strategy

Format

Architecture, Vision

Vision work + product development

As development on Session Replay progressed, I started working with stakeholders on what would come next.

Initially, we set out to define a more digital-first version of Qualtrics. Through iteration and feedback the scope and strategy evolved to Digital tools in Qualtrics, then to a stand-alone Digital Platform.

Digital Gateway

Qualtrics is powerful but complicated. Research, usage data, and user feedback all show that new customers have a hard time getting started and the path to more mature usage is steep.

I started by mapping out what features were table stakes and looked for ways to streamline. The driving principle was to get users to insights quicker.

Whiteboard sketches mapping out flows and dependencies for the digital gateway

Centering Digital at Qualtrics, and simplifying.

Qualtrics capabilities are typically siloed and have a lot of depth: Segments are a part of profiles and distributions. Surveys are incredibly robust, but Digital feedback tends to be more succinct. Reporting involves schematizing and joining datasets and then building metrics, widgets, and reports.

Bringing select capabilities closer together in a simplified format demonstrated not just how Digital could increase time to value.

Collection of individual screens designed for the digital gateway

I walked partner teams through an initial concept to build alignment and understand roadmaps. There was interest, but practical concerns with scope and unique customization

Qualtrics Program Architecture

As Session Replay neared launch we started collecting feedback from early access users. I also worked with UXR to and augmented those asks with concept testing aimed at potential new features. Customers wanted more Digital tools that worked seamlessly together.

I worked with Product to re-calibrate our approach to change from a digital-first version of Qualtrics to a digital toolset built within Qualtrics.

Collection of individual screens designed for digital app inside qualtrics

The demo emphasized how tools work together to move the user from a wide to a specific understanding of the data and how AI to uncover details worth investigating

Buy-in, technical challenges

I presented this concept to executive leadership and key platform teams. We achieved enough buy-in that the team was given more headcount and direction to detail how to execute

Practically speaking, the architecture still posed issues for enabling analysis for users quickly and easily.