TEXT IQ
Text iQ is Qualtrics’ Natural Language Processing and Machine Learning tool designed to analyze open text feedback at scale. It automatically identifies topics, sentiment, and themes from survey responses, reviews, and other text data.
Qualtrics / 2018
ROLES
As the sole UX Designer supporting this project, I led the end-to-end design of Text iQ - from research and IA to interaction design and delivery.
Partnered with product managers, engineers, and sales teams to define the product.
The Vision
Qualtrics was building the XM (Experience Management) Platform, designed to help organizations capture and act on customer and employee experiences at scale. Within this vision, Text iQ was positioned as a signature feature, transforming unstructured text feedback into measurable, actionable insights.
What Customers Struggle With Text Data
Organizations receive massive amounts of open text feedback, but without the right tools it’s nearly impossible to process at scale. Manually reading and coding thousands of comments is time-consuming, inconsistent, and often leads to missed insights. As a result, critical themes and sentiment remain buried in unstructured data, preventing CX teams from turning feedback into clear, actionable decisions.
Text iQ helps users uncover insights faster and with less effort. By applying natural language processing and machine learning to raw text data, it transforms scattered comments into clear themes, sentiments, and conversations. Text iQ does the heavy lifting, so teams can focus on making decisions, not sorting through endless feedback.
The People Behind the Data
From Whiteboard to Launch
Designing Text iQ was a fast-paced, collaborative effort shaped by constant iteration. From early whiteboard brainstorms and ideation sessions with the team to working closely with the founder of Qualtrics, the process demanded both creativity and speed. Balancing ambitious goals with tight timelines, we moved quickly to refine workflows, align on priorities, and launch Text iQ in time for the XM Summit. The challenge pushed us to simplify complexity and deliver an experience that could stand as a flagship feature of the Qualtrics XM Platform.
Turning Walls of Text into Clear Stories
It starts with a clean summary page that instantly shows the big picture - key topics, how often they come up, and the sentiment behind them. From there, it’s easy to zoom into the details with simple filters, breadcrumbs, and interactive charts.
Along the way, I refined little things that made a big difference: compact filters that save space, lollipop charts that actually show direction, and a “Noteworthy” comments feed that surfaces the responses worth paying attention to. Together, these updates turn a wall of text into something teams can actually use to make smarter decisions.
Drill Down for a Clearer Picture
From the topic view, users can drill one level deeper into keywords under topic ‘Product Quality.’ The page re-focuses to highlight key elements - trends, sentiment breakdowns, and keyword insights
The full comment list view provides flexibility to sort, add fields, link to records like tickets, and even edit sentiment or topics directly.
Proactive Reminder on Emerging Trends
Text iQ proactively alerts users when issues emerge, for example, highlighting that more people than ever are mentioning the install experience, and sentiment around it is turning negative.
Early User Feedback
Through multiple rounds of quick usability testing, the designs steadily improved with each iteration. Participants rated the experience on how informative, inviting, and industry-leading it felt using a 5-point scale, and shared three words that best described it.
The results were consistently positive, reinforcing that we were on the right track. Both the team and I were encouraged by the feedback, which gave us strong confidence in the final experience.
XM Summit Announcement
Text iQ was featured and presented to audiences in Qualtrics Experience Management Summit 2018.
