Redesign for

customer feeback




Customer feedback in most cases takes a really unsustainable procedure in order to give feedback you have no clue if it going to reach the right hands. This specific startup & the service they created, aim to solve that specific pain. They do that by making sure that the feedback will indeed reach the right people, and they have created a communication between product and customer.

My contribution to this was a recommendation and a redesign of the whole interface of the app for iOS.


The audience for this idea are 2 kinds. First there are the users who want to give honest feedback and make sure their voice matters to what they do. They want to contribute to the products they love and feel close to, and they want to see the brands they are affiliated with, grow and be able to host their needs.

The other side of the customers are companies who want exactly that as well. They focus on customer experience and they are willing to keep an open channel, and a personal interaction with the customers that want to contribute to their business and buy their products.

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The process of this project was fast but methodical. Keep in mind that it was a redesign concept and not a business decision. The journey of this process tought me that it is possible to have certain results without many resources at hand.

I put down certain pain points that I thought were present. Those pain points, were things that didn't make sense to me, or were outdated and not used anymore. As an example the questions to get to the feedback took way too many steps, that was disregarding to the users time.  

I validated those points with 5 different users, doing a guerilla research. That method included friends and foes that I know actively use apps for iOS. Observing their reactions was critical to the validation. 

Afterwards, I showed them the wireframes from my recommendations and iterated on those. I observed as to what still might not make sense to them, or if they had an idea that I didn't see at the time. 

Then I created pixel-perfect mockups of 3 different screens, the ones that were most likely to be visited more heavily by the users. The questionnaire part changed quite dramatically because users felt that it is natural to swipe. Therefore for that reason I tried to implement the concept of cards. Similar to Tinder or such services users would input and then swipe to the next question naturally, using only their thumb.


I showed the recommendation to the startup and I was positevely surpriced; They were working on a new prototype for their app and they have already fixed some of those pain points I have identified earlier. We agreed that it was crucial to change the current state of the app as soon as possible.

Key findings

  • It is possible to conduct a research even without great resources (I spent 0 euros on that)
  • Quickly validating ideas and iterating is a part of the process that speeds up production
  • Including users as early as wireframing phase, gives you great insight and saves a lot of time