How would you improve Qualtrics Surveys?

Qualtrics offers a free account with limited features that we refer to as Qualtrics Surveys. We have happy customers using this product but we believe there are opportunities to make this experience much better. Qualtrics Surveys exists to explore our market opportunity with smaller organizations, and in particular business professionals who want a survey tool to gather quick insights. If you inherited Qualtrics Surveys, what would you do to improve the product experience?