Streamlining the QA process and improving company-customer communication

Team: 1 Designer, 1 Developer

Tools: Sketch, Abstract, Zeplin, Paper + Pen, Asana Zoom, Google Suite

My Role: Product designer

Deliverables: Style tile, landing page wireframe, mockups, prototype, style guide

Project Goal: Streamline the QA process to minimize time spent, minimize error rates, and improve company-customer communication.

dynata QA laptop.png

Project Context


Dynata (previously Research Now SSI) is a B2B market research company dealing with a wide variety of customers from big names such as Verizon, to small independent users.

Understanding the process

Currently their system requires a QA team to manually check surveys before approving them to go live. This testing is done for each line item in a market research survey.

Through interviews with the QA team, I discovered their process looks something like this:

As you can see, there was quite a bit of time wasted by clicking in and out of multiple applications, and there is a high chance of error as the tester does not know specifics of the client’s exceptions and the form questions are ambiguous.

My goal is to streamline their process to look something more like this:


Turning problems into solutions

To improve the process, I first had to know exactly what was wrong with their current flow. Through user interviews, and a content audit I identified some areas that needed improvements:


Old Design


Screen Shot 2019-06-03 at

Too much information on dashboard, cells are truncated and not all information is useful at this level

Looks old and tired, does not fit the current design system

New Design


Prioritized essential information to reduce clutter

Added quick ‘assign me’ button

Highlights associated line items for quick approval


Line Item Page

Old Design

Screen Shot 2019-06-03 at


Targeting information is not easily accessible

Questions are not easily scanned and require a typed response

Testers need a timer, they currently use a 3rd party timer which adds time when clicking out of the tool to pause and restart it

Client exceptions are unknown to testers making the QA process prone to errors

Feedback when a line item is rejected is often unhelpful to clients requiring multiple emails to be exchanged to fix the problem, adding hours if not days to the process to get it approved

New Design


Showcases associated line items for quick approval

Clear and complete targeting information

Questions rephrased to all ideally be “No” with Color highlighting “Yes” for easy scanning of potential problem areas

Fixed-scrolling reference sheet to see client exceptions and additional information

Warning messages to help with writing client feedback if a line item is rejected

Integrated timer to reduce reliance of 3rd party applications



Minimized error rates by making the form easier to scan and providing missing information such as client exceptions full targeting information.

Created scalable design to handle variety of customers by adding client information as well as associated line items.

Improved company-customer communication by providing auto-generated error messages instructing customers how to fix the errors.

Lets get in touch

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©2020 by kendrajenel.