Golriz
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Case Study
My Role
Discovery + Problem Definition
Built the feature from zero
UX/UI, Prototyping
Stakeholder buy-in
Impact
Gave sales immediate access to data coverage info, helping close deals faster
Became a go-to resource and onboarding tool for internal employees
Business Context: Morning Consult surveys hundreds of thousands of people daily across over 40 markets on topics ranging from brand perception to purchasing behavior. Their B2B SaaS platform provides enterprise insights and marketing teams access to this consumer data to help inform strategic business decisions.
The Challenge
Morning Consult's extensive survey data collection is a key competitive advantage, but prospects needed to understand the specifics of what we tracked before committing to the platform. Sales representatives had to jump between multiple platform features and scattered internal documentation to answer questions about survey coverage, tracking dates, and exact question wording. This friction slowed down sales conversations and created missed opportunities to demonstrate the depth of Morning Consult's data advantages.
The Solution
I kept seeing the same questions pop up in internal Slack messages: sales reps and internal teams hunting for survey information that should've been easy to find, repeatedly asking things like "What is the exact language for this question in the survey?" The idea of a tool to surface survey questions and metadata had been discussed before but never translated into a tactical plan or prioritized on the roadmap. It was holding back sales conversations and creating unnecessary internal back-and-forth for something that could be self-serve. I didn't think this would be a huge design or engineering lift, and if I could show what it looked like, it was more likely to actually happen. I built a lightweight prototype, utilizing existing design components, in a few hours to shop the concept around and secure stakeholder buy-in. It worked. We got a single developer assigned, shipped it fast, and treated it as a ship-to-learn moment where we could iterate easily based on real usage.
So What
It didn't matter if our SaaS platform had features to help clients with data analysis and insights if we didn't have the data coverage they cared about. The tool created a single source of truth for survey metadata, helping sales win deals by giving them immediate access to reliable data coverage information during prospect conversations. Beyond sales, it became a go-to resource for onboarding. Both for new users getting oriented in the platform and for internal employees ramping up on Morning Consult’s survey data. It also empowered internal teams to self-serve answers to foundational survey data coverage questions, reducing interruptions and accelerating daily workflows.
