Visual Tooltips
Making tooltips delightfully easy to understand with illustrations.
Goals
Improve tooltips to help users discover features and find value in SurveyMonkey tools.
Role
Product Designer, Illustrator
Visual Tooltips
SurveyMonkey offers many features to its customers to build and analyze their surveys. Often, the names of the features are technical and complex, which are hard to understand at a glance, especially on the pricing page when a user is making a purchase decision.
To help improve a user’s understanding of the features, we improved the tooltip copy and created illustrations to effectively describe our feature offerings. This resulted in paid conversion and small improvements in SurveyMonkey engagement rates.
Previous Tooltips
Previous Tooltips
Our previous tooltips, were often lengthy to describe the features that we offered. The language was hard for users to understand, especially for the users who are unfamiliar with creating surveys using a survey platform.
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For new users, they relied on tooltips to help them choose a plan to purchase. If they could not understand the tooltip then they would err on ignoring the feature. We wanted to redesign the tooltips so that it would be beneficial to all users and not just for power users.
Results
+0.15% conversion increase
The small bump in conversion and engagement rates gave us confidence to continue refining the illustrations to add in other areas in the product.
Improving Tooltips
The strategy for improving the tooltips was to create illustrations that would demonstrate what the feature does, so users can see, at a glance the benefits of the tool. I illustrated over 26 visual tooltips, working closely with our Product Content team to come up with more concise descriptions that would support the visuals.
We refined content and illustration by running interviews to see if the text and illustrations worked together and if they sufficiently explained the features, this included showing what the feature was used for, such as branding or analytics.
Tooltip Illustrations
Next Steps
Once we confirmed the success of these visual tooltips on the pricing page, we continued to refine them with the plan to use visual tooltips as a solution to help users discover these tools while using the product. We will be testing areas within the product to highlight our features and provide feature education.
