December 20, 2024

2024: A Year of Transformation at Optimal Workshop

As we approach the end of 2024, it’s a great time to reflect on the progress we’ve made as a community and at Optimal. This year, Optimal users launched over 100,000 studies with over 1.2 million participants sharing insights to drive better business decisions and experiences.

Here's how we’ve worked to make research more accessible, speed up insight discovery, empower enterprise teams, and grow our platform’s capabilities in 2024.

Democratizing Research

Research for All
Research shouldn’t be limited to specialists or select teams—it should be accessible to everyone. In 2024, we focused on breaking down barriers to user research so that individuals across all divisions and teams can uncover actionable insights. Our tools are built to help anyone make confident, user-centered decisions, and this year, we’ve seen Optimal users from across all different types of teams, including product, marketing, content, research, design, information architecture, and education. We work to make our platform easy to use and learn, ensuring everyone can dive into research without barriers, regardless of their role or experience.

A Milestone Year for UX Maturity
Understanding and improving UX maturity became a key focus for organizations this year. We launched our comprehensive UX Maturity Framework, complete with assessment tools that help teams identify their current state and plot a path forward. To support this journey, we developed detailed playbooks for each maturity level, offering practical guidance for teams looking to level up their UX practice. 

Demonstrating the Value of UX
The conversation around UX value also took center stage in 2024. Our groundbreaking research into quantifying UX impact provided organizations with concrete data to support their UX investments. Through our popular webinar and blog series, we explored different approaches to communicating UX value to stakeholders, giving practitioners the tools they need to advocate for user-centered design.

Accelerating Insight Discovery

Prototype Testing
This year, we introduced Prototype Testing, enabling teams to test designs early and often. Teams can iterate quickly and ensure their ideas resonate with users before committing to development.

Video Recording (Beta)
We added a new feature to Prototype Testing that captures screen, audio and nonverbal cues—such as frustration—providing deeper insights into your users' experiences.

Figma Integration
We also launched Figma integration for First-Click Testing and Prototype Testing, allowing users to connect design prototypes directly to Optimal studies. This integration makes it easier than ever to test, refine, and align designs with user needs—all without leaving Optimal.

AI-Powered Insights
Our AI-Powered Insights help to uncover patterns and themes in qualitative and interview data. By analyzing large datasets, AI helps you discover key trends and accelerate decision-making.

Optimal Recruitment
Recruiting high-quality participants can be a huge hassle and very time-consuming. That’s why we’ve relaunched Optimal Recruitment with expanded profiling capabilities, enhanced quality controls, and full-service support—to let you focus on what matters most: powerful insights to drive better business outcomes

Enabling Enterprise Teams

Workspaces
For organizations with complex structures, we’ve introduced Workspaces and Projects to give admins greater control, improved organization, and increased privacy controls. Whether you're part of a large enterprise or a growing team, these enhancements simplify governance and amplify impact.

Expanding Platform Capabilities in 2025

Looking Ahead
As we head into 2025, our roadmap is packed with exciting features and improvements to make research more accessible, efficient, and impactful. Expect advancements across our platform, including video recording for prototype testing, a brand new survey tool with improved usability, advanced logic, and AI-powered capabilities to meet the evolving needs of teams worldwide. The best is yet to come - stay tuned and see you in 2025!

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Accelerate Study Creation with the New Study Flow

Inspired by insights from Optimal users, we’ve reimagined study creation to bring you a beautifully streamlined experience with the new Study Flow tab.


With the new Study Flow, you’ll: 

Enjoy faster study set up: Messages & instructions and Questionnaire tabs are combined in a single tab - called Study Flow - for faster editing and settings customization.

✨ See it all at a glance: Easily visualize and understand the participant experience—from the welcome message to the final thank-you screen—every step of the way. 

🎯 Duplicate questions: Save time and quickly replicate questions for surveys, screening questions, and pre- and post-study questions. 

Experience enhanced UI: Enjoy a modern, clean design with intuitive updates that minimize scrolling and reduce mental load.

🗂️ Collapse and expand sections: Easily navigate studies by collapsing and expanding sections, making it easier to build out specific parts of your study.

This Study Flow tab is available across all Optimal tools, except for Qualitative Insights. 


What’s next?

We’re not stopping there. We have some significant improvements on the horizon designed to give you even greater flexibility and control.

Advanced logic: Enhanced logic capabilities is one of our most highly requested features, and we’re thrilled to introduce new capabilities to help you build your ideal study experience – available for surveys and other tools. We will first introduce “display logic”, allowing for: 

  • If answer is X for Question Y, then hide/show Question Z.
  • If answer is X for Question Y, then hide/show specific answer options.

Customizable sections: Organize your questions into different sections to build a better study experience for your participants. For example, segment your questions into relevant groupings, such as demographics or product usage. With custom sections, you can add new sections, rename, reorder, duplicate, and move questions between different sections.* 

*Note: Questions cannot be moved to/from the screening questions section.

These upcoming features will empower you to create dynamic, tailored study experiences for different audiences with ease for more valuable insights. 

Start exploring the new Study Flow now.

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Turn User Feedback Into Product Breakthroughs: Smart Surveys That Drive Real Decisions

Optimal Surveys helps product, design and research teams capture the user insights that actually drive decisions—from feature validation to user journey optimization. Now it's getting even smarter.

Research shows that when surveys are customized, people give more thoughtful answers and are less likely to drop out.

That’s why we’re really excited to roll out one of our most requested survey features: Display Logic!

This new capability creates truly dynamic surveys that eliminate irrelevant questions and reduce drop-off rates. Instead of moving users through generic questionnaires, Display Logic shows each participant only what matters to them, giving you higher-quality data and more targeted insights.

Combined with our existing branching logic, you now have complete control over creating survey experiences that feel personal, not repetitive.

Why Dynamic Surveys Matters


Better data quality

When participants only see relevant questions, their answers are more thoughtful and accurate. More focused questions mean better insights.


More targeted insights

Use previous responses to drill deeper into specific topics—or skip over areas that don’t apply. You’ll uncover richer insights without extra noise.


Faster, more focused studies

Customizing the survey cuts out extra questions, keeps participants engaged, and helps them move through faster. Plus, a better experience means they’re more likely to take part in your future research.


What You Can Do with Display Logic

  • Set multiple logic conditions for one question
  • Show or hide questions or answers based on earlier responses from radio, Likert, and dropdown questions
  • Apply logic across screeners, pre- and post-study questions, and survey questions

Smarter Optimal Surveys


We've been doubling down on making Optimal surveys both user-friendly and best-in-class for delivering insights. To help you get the most out of your surveys, we’ve added AI Simplify to suggest clearer, more effective question wording to help you engage participants and get higher-quality data.

We’ve also recently launched automated Insights for open-text responses. This feature takes the grunt work out of analysis by instantly surfacing key themes from open-text and matrix responses.

These are just a few of the ways we’re shaping Optimal into one of the most thoughtful and effective survey tools out there. With powerful AI features like question writing and instant insights built right in, we’re making it easier than ever to go from idea to impact.

Whether you're running usability studies, product tests, or market research, Optimal’s display logic and other survey tools help you create cleaner, more efficient surveys from start to finish. Start tailoring your surveys today to drive data-backed decisions.


Not yet using Optimal? Start your free 7-day trial and launch your first survey now.

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Fast Track Your Studies: 15+ Ready-to-Use Templates to Accelerate Insights

Research just got a whole lot easier. 🚀 With over 15 brand-new templates added to our template library, Optimal is here to help you fast-track your studies and accelerate your time to insights.

Our mission? To make research accessible for everyone, whether you're in product, design, marketing, or research. With templates, finding the right study for your needs has never been simpler.

Fast Track Your Research

    • Hit the ground running: Get pre-built templates designed to help you quickly set up studies that deliver results.
    • Accelerate insights: From screening questions to tasks, we’ve done the heavy lifting so you can customize these templates quickly for your own use and focus on analyzing data to inform decisions.

    What’s Included in Each Template?


    ✔️ Clear study goals—know what you'll learn

    ✔️ Best practices for study setup

    ✔️ Sample screener questions to target the right participants

    ✔️ Ready-to-go task suggestions

    How to Use Them


    Preview: View the participant’s study experience.

    Customize: Clone the template and tailor it to your unique needs.

    Explore New Use Cases


    Our templates are designed to empower teams to tackle a range of challenges. Here are just a few examples from our library:

    • Optimize your website or app signup flows
    • Organize and label your content
    • A/B test email designs
    • Design a new website navigation
    • Run usability tests for apps
    • Conduct market research
    • Prioritize features
    • Define your brand tone of voice

    Find Templates Built for You


    Filter by role or use case to discover the perfect starting point for your next project or get inspired for new ideas.

    Start Researching Today


    Already an Optimal Workshop user? Head to the Templates section of your Dashboard and explore what’s new.

    Not yet onboard? Try Optimal Workshop free for 7 days to get started.

    Seeing is believing

    Explore our tools and see how Optimal makes gathering insights simple, powerful, and impactful.