Opinion Box | 2025
In the Opinion Box Customer Experience platform, users can monitor indicators like NPS, CSAT, and CES in real-time, all in one place. This project focused on implementing WhatsApp as a new survey channel, expanding feedback collection possibilities.
My role
Product Designer | UX/UI
Challenge
Problem: The platform already had SMS, but needed a more modern and customizable channel.
Objectives:
Seamlessly integrate WhatsApp into the existing workflow.
Provide predefined templates with full customization.
Balance usability, personalization, and platform identity.
Strategic Insights:
82% of users already communicate with brands via WhatsApp.
75% of these interactions are for quick questions or information.
67% use WhatsApp for technical support.
Key challenge: translate these user behaviors into tangible value for the platform.
Design Process
Conducted competitive analysis to understand how WhatsApp is used in other survey platforms.
Explored multiple integration approaches, including sending messages via external apps vs. directly from our platform, and validated the most efficient workflow.
Applied prioritization frameworks (ICE) and iterated solutions aligning with both user needs and product goals.
Design Process
Solutions delivered:
Channel grid integration: WhatsApp added as a survey option.
Consistent platform experience: questionnaire creation and survey settings follow the SMS flow; invitations can be fully personalized.
Live preview mockup: reflects real-time customizations.
Default unsubscribe button: ensures compliance and improves user trust.
Direct message sending: users can send WhatsApp surveys directly from the platform, streamlining the workflow and keeping users in one environment.
Results
2 in 3 new clients adopt WhatsApp surveys since launch.
Increased user confidence in survey creation, invitation validation, and API configuration.
Solution exceeded expectations of team, clients, and service providers.
Learnings
Reinforced the link between design and data-driven research.
Gained experience in prototyping and implementing new features.
Learned how to enhance existing features, adding innovation and refinement to the platform.
I hope you enjoyed my project! Feel free to contact me if you have any questions or if you'd like to work on your new project together!