Designing a Scalable B2B Feedback Platform: A User-Centered Design Approach

Zeffi is a modern survey tool targeted towards small and medium enterprises as a SaaS product. It lets you build delightful surveys, share them instantly, and analyze the results easily with patented statistical methods. Initiated in 2016, Zeffi has over 5000 users who have so far collected over 150 million responses.

what do users say?

According to Customer satisfaction survey done in Fall 2020, Zeffi’s users say

• 97.0% Users would recommend Zeffi
• 94.6% Users say Zeffi is easy to use

Build • Share • Automate • Analyze

The grey windows are screenshots from released product, and colored window show upcoming features.

Implementing a lean and precise design process ensures near-perfect implementation of designs into live product.

Mental models / User Research

Creating mental models out of user research was one of the most fruitful investment.

Top-Left: Personas • Center: Mental models • Botton-right: User testing notes

Thinking like a developer

My earlier coding experience comes in handy in thinking like a developer when talking to them.

Todays design handoff tools are almost complete, but not quite. My understanding of UI development helps in predicting just what might be unclear to a developer, and would be useful to highlight in the designs.

Product vision

A product vision at least 3 years in future helps align the feature, product development and all stakeholders

Information architecture

Creating viable IA for the product is not only useful in designing product’s architecture, but also helps consider integrations with external tools.

User flows

Authentication flow was one of the more complex, and crucial user flow that I’ve worked in.

It is a team-invitation based authentication with multiple workspaces, scenarios and authentication methods.

Scalable UI approach

An example: the upgrade dialogs are derived from one scalable pattern, which is optimized to an extent of almost being plug-and-play.

Key results

my part in the team

I’ve lead the design for the product right from the beginning, since the inception of the idea. Zeffi is company’s third product and we’ve built it from the ground up starting in 2016. I had the opportunity to set the 3-year product vision from the earliest concept drawings. Today we’re past the first 3-year product vision, and I am responsible as a Product Owner to maintain the future product visions.

Over my 5 years working at this role, we’ve had a design team of up to 3 designers, and a development team of up to 8 developers. Collectively we work as the Tech team.