WORK / Great Question
Great Question
CLIENT
Great Question
YEAR
2021–2025
SERVICES
Product Design, Digital Design
DURATION
4 years 4 months
Great Question is a UX research platform built for enterprise teams. Our role was to support this American startup throughout its foundational years. Over a four-year partnership, we helped build the platform from scratch and drive its evolution through to full AI integration.
PROBLEM
No established platform, and the ground kept shifting
When we came on, Great Question was an early-stage idea more than a platform, without the credibility or feature depth enterprise research teams needed to trust it as their system of record. Over four years the goalposts moved more than once.
- No established platform to point to, and no credibility yet with enterprise buyers
- The core research workflow had to be proven before anything else could be built on it
- Scaling to support qualitative and quantitative methods side by side, not just one or the other
- Keeping pace as AI became the baseline expectation for research tooling, not a bonus feature
APPROACH
An embedded team, not a vendor on retainer
Over four years we worked the way an in-house team does. Embedded in the same process from discovery through to engineering handoff, not handed a brief and asked to come back with mockups. Figma was the shared surface for all of it, research synthesis, flows, high-fidelity screens, and the prototypes engineering built from directly. The work itself ranged widely. An onboarding flow rebuilt from scratch, new study types designed end-to-end, interaction patterns for AI-moderated interviews, and the smaller configuration and settings work that never gets its own case study. What held it together wasn't any single project, it was the same standard applied consistently as the platform and its market kept changing under it.
IMPACT
Three measurable wins, across four years
20%
Increase in signups after shipping three new research methods
15%
Lift in trial-to-paid conversion from the onboarding redesign
50%
Increase in product engagement time from 100+ shipped improvements
Across four years, two changes moved the numbers directly. Shipping Unmoderated Prototype Testing, Card Sorting, and Tree Testing as core research methods drove a 20% increase in signups over time, and a full redesign of onboarding lifted trial-to-paid conversion by roughly 15% while cutting time-to-first-value. The third shift built up over time rather than shipping at once. Across four years we made more than 100 small improvements (quick wins) throughout the product, tightening flows, clearing friction points, smoothing rough edges. No single change moved the needle on its own, but together they lifted the time people spent actively engaged in the product, completing real actions instead of drifting off, by 50%.
