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
I worked as the Lead Product Designer, closely collaborating with a Product Manager, developers, and the Data and Marketing teams.
I took part in all stages of the design process, including discovery, data analysis, user research, sketching, prototyping, usability testing, high-fidelity screens, and copywriting.
The challenge
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.
Solutions delivered
WhatsApp channel integration: WhatsApp added as an available channel option for distributing surveys and questionnaires.
Consistent platform experience: Survey and questionnaire creation is fully customizable.
Title and footer: optional
Message text: mandatory
Template validation with Meta: Through an API integration, users can send WhatsApp messages directly from our platform. Before the first send, the message template must be approved by Meta, a process that usually takes between 5 and 10 minutes.
If the template is rejected, the user can edit it and resubmit it for approval
There is no need to delete the survey or restart the flow from scratch
Live preview mockup: A real-time preview reflects all message customizations before sending.
Default unsubscribe button: An automatic unsubscribe option is included, ensuring compliance and increasing end-user trust.
Solutions delivered
Advanced sending configurations: Users can define:
when messages will be triggered
advanced rules, such as sending messages automatically only during business hours
AI-powered open-ended response analysis: For responses received via WhatsApp, users can enable AI analysis of open-ended answers, allowing:
automatic classification of responses
tagging based on labels previously configured in the platform
Thorough review of all impacted flows: All existing flows have been updated to support the new channel, including:
sending metrics
survey listing
blocklist contact management
delivery and response status tracking
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!