Yandex, 2018
Redesigned Forms into a flexible, branded tool with smart blocks and analytics.
Context
Yandex Forms is a B2B survey platform—think Google Forms, but shaped for business. When I joined, it was transitioning from an internal tool to a default service in the Yandex 360 suite, reaching thousands of mid-sized and enterprise customers. Yet, adoption was lagging: users needed more than a basic builder—they needed flexible, branded forms that fit real workflows like employee feedback or partner compliance.
Pain
Imagine an ops team running internal audits across 30 departments, each with repeatable checklists, required media uploads, and structured data inputs. But with no grouped questions, no media support, no customization, and analytics buried in XLS exports. The process was tedious and error-prone. The tool didn’t feel made for business.
Outcome
I led a redesign introducing grouped questions, branding controls, rating and media blocks, and an in-product analytics dashboard — transforming Forms from a rigid utility into a customizable, business-ready tool.
Impact
3× increase in form creation.
4.5× growth in response volume.
Higher CSAT across core personas (HR, ops, marketing).
Fewer complaints about data access and layout limitations.
Timeline
3 months (August – September 2018)
Team and my role
Product unit of 5 folks:
Product Designer (Myself)
Product Manager
QA
Back-end
Front-end
Quicker form setup with recurring questions
Businesses often need to collect the same data per person, item, or location. Grouped questions turned a manual chore into a few clicks and saved up to 40 minutes per form setup based on user interviews.
Built recurring question groups from scratch—enabling teams to create structured, repeatable inputs (like multi-location audits) without duplicating blocks.
Made NPS-style feedback effortless for service-focused B2B teams
Medium-sized businesses in services and marketplaces needed a fast, reliable way to run satisfaction surveys. Linear scale made it seamless.
Introduced a flexible rating block with editable categories helping teams collect consistent data across service quality or vendor evaluations.
Increased form completion by 24% with added media support
People are more likely to respond when questions are clear and visual. Adding media made forms easier to understand and more engaging.
Added image/video/audio upload support for question options and prompts—unlocking use cases like visual instructions, branded surveys, and quizzes.
Helped drive 3× growth in Forms adoption
Users wanted quick insights, not raw spreadsheets. Built-in analytics let teams preview results and share insights instantly. Removing friction helped increase form adoption by 4.5× over 3 months.
Replaced XLS-only exports with an in-product analytics dashboard—giving users access to response summaries, charts, and trends.