Engaging Survey Design for Bristol Myers Squibb

At Bristol Myers Squibb (BMS), only about 25% of the 1,500 medical professionals at their seminars complete the post-event surveys—roughly 375 responses a year—because the process often feels dull and unengaging, leaving them with rushed feedback and limiting their ability to gather the insights needed to improve their products.

How might we make completing surveys as engaging and enjoyable, encouraging medical professionals to share valuable feedback effortlessly?

To make surveys as enjoyable as the seminars themselves, we designed a fun and effortless experience. Using moments of delight, responsive interactions, and friendly illustrations, we transformed the survey process into an engaging journey that felt quick and enjoyable, encouraging higher participation.

During our initial testing phase with 150 participants, we saw a joyful 80% boost in survey completions. About 85% of users shared that the fun, gamified elements made the experience enjoyable and engaging. This positive response shows that playful interactions can not only drive higher participation but also bring in valuable insights to enhance their products.