SurveyMonkey Audience: 99designs Case Study
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SurveyMonkey Audience: 99designs Case Study

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Using SurveyMonkey Audience, 99designs was able to get feedback from the graphic design community to enhance designer outreach efforts.

Using SurveyMonkey Audience, 99designs was able to get feedback from the graphic design community to enhance designer outreach efforts.

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SurveyMonkey Audience: 99designs Case Study SurveyMonkey Audience: 99designs Case Study Presentation Transcript

  • BUILDING A BUSINESS USINGCONSUMER OUTREACHFeaturing: 99designs
  • Improving Product Offerings withIndustry InsightsUsing SurveyMonkey Audience, 99designs gathered feedback fromthe graphic design community to enhance designer outreach effortsIntroduction99designs—the leading online marketplace for crowd-sourced This project required candid feedback from workinggraphic design—provides customers with the ability to source designers and not just within their own network. Eager tooriginal graphic design work quickly and inexpensively. With gather the opinions of design professionals across the globe,over 180,000 graphic designers in 192 countries, a major 99designs turned to SurveyMonkey Audience for access topart of the business includes helping designers develop their this community.professional skillsets and build lasting client relationships.In an effort to better serve their growing community, the teamat 99designs honed in on one of the more challenging facetsof designer-client relationships: effective communication.After hearing plenty of anecdotal evidence from designersand customers alike about the struggle to understand oneanother, 99designs sought a way in which to find quantifi-able data to support these claims and ultimately begin theprocess of bridging the communication gap.
  • Key InsightsFor online marketplaces, growing the list potential vendors canbe just as important as growing a customer base. In the caseof 99desgins, understanding the needs and challenges of itsvendors—in this case, graphic designers—is essential. In a market-place where the goods being sold are essentially the designersthemselves, positive client experiences are the primary source ofdriving new business, making a designer’s ability to effectivelycommunicate with clients a critical element for success.After working with the SurveyMonkey Audience team to crafta survey and sending it out to graphic designers, 99designsgathered a great deal of insights about the kinds of challengesthe design community faces in an online marketplace like findingnew clients and maintaining those relationships; both key factorsin continuing to build the business. Their survey—appropriatelytitled “How to Woo a Designer”—confirmed suspicions aboutthe disconnect between clients’ needs and designers’ wants andultimately gave them a keener understanding of the differencesbetween the two.
  • InsightsDESIGNERS CRAVE CLEAR DIRECTIONWhen working with clients, the designers surveyedstruggled most with unclear instructions.Almost 50% of respondents cited that theirclients’ lack of direction is their biggest challenge,closely followed by unclear understanding ofthe project and unrealistic expectations ascommon sources of conflict.
  • RESPONSIVENESS IS KEYWhen asked what would make a perfectclient, almost 60% of designers cited respon-siveness—a facet critical to the iterativeprocess that comes with refining a design.They also reported that they wanted to workwith people who have a clear goals (45%)and a willingness to give their designercreative freedom (45%).
  • BUSINESS IS PERSONALGraphic designers largely source new businessin relatively traditional ways and rely on personalrelationships to build their client bases. Whetherthrough referrals or in-person networking, thedesigners surveyed reported back that they primarilywin new business through existing contacts.
  • While graphic designers claimed theypitch their talent and skills everywherefrom dinner parties to family gatheringsto bars, they struggle to successfullymarket themselves.Nearly 50% of respondents admitted thatfailing to market themselves properlyprevented them from winning newbusiness; far more than any other profes-sional challenge like lack of experienceor access to networking opportunities.
  • Project OverviewGreat projects and surveys often begin by defining clear objectives. Goal-basedprojects ensure that survey questions will produce data that can drive straightfor-ward results and simple analysis.99designs started their project by identifying several key goals prior to writingtheir survey.GOALSUnderstand how graphic designers build successful client relationships3 What are the common challenges for graphic designers when working with clients?3 What does the ideal client look like?Learn more about habits, practices, and skill sets of graphic designers3 How do they source new clients?3 What are the challenges in signing new clients?Creating the SurveyUsing SurveyMonkey Audience’s Jumpstart program to help team was able to draft into a survey and make ready forbuild their survey, the 99designs team was able to collect review. After a round of edits, SurveyMonkey uploaded thedata that achieved all of their project’s objectives. The team survey into the 99designs account and launched the project.provided its key goals and several important survey questionsthey wanted answered, which the SurveyMonkey Audience
  • Finding an AudienceFor this project, 99designs wanted feedbackfrom a very specific community: graphicdesigners located across the United States.Looking at the population of graphic designersin the U.S., 99designs used a formula providedby SurveyMonkey Audience to determine that200 respondents would provide them withstatistically significant results.Respondent Snapshot99designs’ respondents came from across theUnited States, and had a variety of educationalbackgrounds and design interests. Over 60%had formal training in graphic design and 57%selected logo and branding design as theirfavorite type of project.
  • Putting Results Into ActionFor graphic designers, the key to a successful project is straightforward communication withclients. The survey’s respondents overwhelmingly reported back that when their clients havea clear vision for what they want, the designs produced are better, created more quickly, andultimately, more cost-effective for both parties.Since 99designs aims to attract and retain designers by helping them build relationships andgrow their portfolios, they realized that helping designers effectively work with clients is a criticalfocus area. Using the survey’s results, the 99designs team turned the data into a infographic andpublished it on their blog—continuing their mission of generating educational content to helptheir designer base win future business.Learn MoreFor more information on how to run your own project with SurveyMonkeyAudience, visit our website today: http://audience.surveymonkey.com.