Context
Alida helps big brands like Amazon Studio understand their customers through advanced market research tools like surveys, feedback collection, and analytics. Alida's platform enables companies to gather insights, track sentiment, and make data-driven decisions.
Problem II - No Design System
When I joined in 2020, Alida had six siloed products with no shared design language. Each product had inconsistent typography, UI components, and interactions. This confused users and damaged the brand. Internally, engineering teams wasted time maintaining duplicate components and outdated code, slowing development and blocking scalability.
Research I
To define the scope of the problem, I conducted a full UI audit across Alida’s six products—cataloguing components, patterns, and visual inconsistencies. I documented redundant elements and mapped UX debt that slowed development and confused users. I collaborated with other designers to understand how each product team approached UI decisions. We identified common pain points like duplicated effort, inconsistent styling, and misaligned user flows. I also worked closely with engineering leads to uncover challenges in maintaining code and shipping features without shared standards. To secure buy-in, I presented my findings to senior leadership, highlighting the business cost of inconsistency and the long-term value of a unified system. With their support, I led the design and rollout of a scalable, Figma-based system tailored to Alida’s product and engineering needs. I benchmarked leading design systems (Material, Atlassian) to guide our approach, and created clear documentation to ensure adoption across teams.
Research II
To fix the survey experience, I started with in-depth user interviews and usability testing with actual survey respondents. I focused on identifying friction points in key tasks—answering multiple-choice questions, navigating mobile layouts, and interacting with image-based elements. I analyzed support tickets and feedback from enterprise clients to surface patterns in user complaints. I also studied leading survey platforms to benchmark usability and interaction models. Insights led to major design shifts: simplifying flows, improving readability, and making touch-friendly interactions across all devices. User testing confirmed higher comprehension and faster task completion with the redesigned components.
I ran competitor analyses, interviewed subject matter experts, and tested designs with users—especially for complex question types like grid selection and allocation tasks. Feedback shaped every decision.
Solution part 1 - Unified Design System
I led Alida’s first unified design system to fix severe inconsistencies across six products: mismatched styles, clashing typography, and fragmented components. The disjointed experience confused users, damaged usability, and weakened the brand. I convinced leadership to back a single source of truth for design and code. The result was faster development, higher-quality design, a unified brand, and a much better user experience. Below are the Figma components I build.
Solution part 2 - Unified platform
With a design system in place, Alida's six products now share a consistent look and feel. This unification has improved usability, reduced confusion, and enhanced the overall user experience. Users can now navigate seamlessly between products, leading to increased satisfaction and feature rollouts and reducing maintenance costs. This has resulted in improved team efficiency and a more scalable product suite.
Solution part 3 - Unified Survey
I redesigned the entire survey experience with a mobile-first, responsive approach. I standardized layouts, improved accessibility, and rebuilt all 25 question types with a focus on clarity and ease of use.
Clients like Amazon, Nike, and Microsoft can now deliver fully branded mobile surveys using custom fonts and colors for a seamless, on-brand experience. I redesigned all 25 question types using UX best practices, making surveys intuitive, visually polished, and consistent across web and mobile.
New features include image support with zoom, drag-to-reorder ranking, and yellow image highlighting. These are just a few of the 25 redesigned question types showcased here.
Key Results
Unified design system reduced development time and improved scalability.
Consistent user experience across six products enhanced usability and brand perception.
Redesigned surveys increased engagement and reduced drop-off rates.
Customizable survey features delighted enterprise clients.
Improved team efficiency and supported long-term business growth.
