Facebook Surveys

Building more enjoyable and insightful connections between consumers and advertisers.

Facebook is its own world, full of connections large and small. With so many connections being made each day, the challenge is ensuring that every interaction with friends, family, or even businesses has value. Reaching out to consumers on Facebook’s Newsfeed is now common. However, with 2 billion active users and 5 million advertisers living on Facebook, not every interaction is as meaningful as others. Still, Facebook aims to be a platform filled with quality experiences for everyone involved.


Multiple Facebook teams were already creating a self-sustainable ecosystem with surveys that tried to understand the experience for both users and advertisers. Our team worked closely with two Facebook teams, the People Experience team (People Ex) and the Core App Monetization team (CAM). We put all of our efforts toward making surveys more enjoyable for users and more insightful for advertisers. These efforts were translated into a new video, improved entry points, and a more intuitive and perceptive survey design and flow.

Redefining the Team Vision

Facebook’s Misleading Experience and Transparency and Control teams had come together to form People Ex. Their previous focuses had been more so on cleaning up distracting experiences and ensuring that expectations of content matched reality. We worked onsite at Facebook’s headquarters in Menlo Park, California to help mold a new vision for a new team.

Taking the history of the merged teams into account, we helped redefine and unify their vision and purpose. This new direction for People Ex focused on giving users more control over the ads they saw and ensuring that the ads were more relevant for users across the board. Then we illustrated and animated a video showing the new team’s value, inviting other Facebook teams to work with People Ex.

Improving Conversion Rates

When working with the Core App Monetization Team, increasing survey conversion rates was its own challenging project that all started with entry points. An entry point is when a user is presented with the option to participate in a survey and is critical when it comes to user engagement.

The completion rate was already relatively high for the particular survey that we worked on with the CAM team. However, the click-through rate needed improvement, meaning that getting users to start the survey was the true hurdle. Our first step to increase the click-through rate was to make the entry point more informative, appealing, and valuable to users.

Collaborating with Facebook's Product Illustration team, we composed a branded, approachable illustration to accompany the entry point with the purpose of bringing more attention to the feed unit. We also made sure that the messaging clearly communicated the value of survey participation to the user so they knew Facebook wasn’t just interrupting for a favor. After updating the entry point, the survey’s conversion rate increased from 2.8% to 19%, a validated increase of 679%!

Simplified Flow

After working on conversation rates for one survey, we moved onto improving the design and flow for another. Timing and placement were critical in presenting this survey to users so that it didn’t feel like an intrusion. For example, because users expect to return to their Newsfeed when they click the back button to leave a website, it was decided that the survey would be presented on top of the Newsfeed. That way users understood where they were and weren’t taken by surprise.

Text was minimal so that users would be able to scan the survey and still know what they were being asked without having to read full sentences. Simply, we knew that making a survey easier to complete would increase the completion rate.

Focused Feedback

Though we used fewer words for the surveys, we still needed to make sure users were heard. To keep the survey lightweight but still insightful for advertisers, we used a tray style with fewer questions and more focused answers. This created the perfect soundboard for detailed feedback.

"Working with Underbelly saved our team last year. We underwent a reorg, had to shift priorities, and focus on many new projects. Our core product would have been rendered stale had it not been for them. Although remote, you could barely tell, they worked with our team as if they were here. I’d definitely work with Underbelly again given the chance."
Stephanie Max
Product Manager


Keyla Rodriguez
Product Designer
Brad Edwards
Scott Jones
Product Designer
Adam Tolman
Design Director

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