Opinion Box | 2025
WhatsApp as a new survey channel
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
Opinion Box | 2025
WhatsApp as a new survey channel
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.
(01)
Challenge
The CX platform already offered SMS as a channel for sending surveys. However, with the strategic implementation of WhatsApp, we aimed to elevate our communication capabilities by introducing new features and customizable message templates. The core challenge was to design and prototype a screen flow that:
Integrated seamlessly into the Opinion Box CX platform's existing environment, ensuring intuitive navigation for users.
Provided predefined templates for survey distribution while simultaneously allowing for full user customization.
This project's focus was to strike a delicate balance between usability, personalization, and alignment with the platform's overall identity.
Furthermore, we recognized the immense value WhatsApp brings as a crucial communication channel between brands and their customers. Our own Opinion Box research highlights this: 82% of users already communicate with brands via the app. A significant portion of this communication, 75%, is dedicated to asking questions or seeking information, underscoring how WhatsApp facilitates quick and uncomplicated access to information. Moreover, when issues arise, 67% turn to the app for technical support, making customer service far more efficient and direct. By integrating WhatsApp, we sought to aggregate significant value to the platform, leveraging these established user behaviors and preferences.
(02)
Immersion
I conducted a competitive analysis and gathered valuable data to enhance our product. This research helped me understand how WhatsApp is integrated into other survey platforms and how we could implement it in a structured, strategic, and competitive way, giving us an edge in the market.
As a team, we worked through each stage of the discovery process: conducting analyses, generating ideas, making assumptions, applying the ICE framework, and iterating until we reached a solution that best addressed the product's needs.
(03)
Design Solutions
[1] WhatsApp added to the channel grid: We integrated WhatsApp into the channel grid to provide users with an additional option for survey distribution.
[2] Consistent platform experience: Once the user selects the channel, they can create the questionnaire and configure various settings for the survey. A key feature of this channel is the ability to create a personalized invitation for respondents, including options to add a custom title, footer, and customizable button texts.
To maintain familiarity with the platform, I followed the same editing structure used in the SMS channel, while incorporating design refinements and updated interface elements.
[3] Preview mockup reflecting customizations: The preview mockup reflects the customizations made in the sidebar modal, giving users a more realistic view of how the message will appear to the recipient.
[4] Default unsubscribe button: We decided to include an unsubscribe button by default to allow users sending WhatsApp surveys to give recipients the option to opt out of communications. This is a best practice appreciated by META.
(04)
Usability
The CX platform is complex and full of rules. Therefore, in addition to adding WhatsApp to the channel lineup and developing its flows, it was essential to analyze the system's impacts, consider template approval by META, apply best practices and ensure the new channel was integrated into all platform settings.
We implemented colors with good contrast and fonts that ensure text readability on any device, regardless of size.
(05)
The results
The delivery had a significant impact on the product: today, 2 out of 3 new clients adopt our platform with the WhatsApp survey feature enabled. The solution met and exceeded the expectations of the team, service providers, and clients.
The stages of survey creation, invitation validation, and API configuration were well received, giving users greater confidence to send surveys and manage responses directly within our platform.
(06)
What I learned
Once again, I learned that design is intrinsically connected to research and data analysis. Developing this new feature was highly enriching for my knowledge in research, prototyping, and implementation. Additionally, during the handoff, I was able to present this new feature with improvements to an existing one (SMS), bringing innovation and refinement to our platform.
Let’s connect!
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!
My role
Product Designer | UX/UI
(01)
Challenge
The CX platform already offered SMS as a channel for sending surveys. However, with the strategic implementation of WhatsApp, we aimed to elevate our communication capabilities by introducing new features and customizable message templates. The core challenge was to design and prototype a screen flow that:
Integrated seamlessly into the Opinion Box CX platform's existing environment, ensuring intuitive navigation for users.
Provided predefined templates for survey distribution while simultaneously allowing for full user customization.
This project's focus was to strike a delicate balance between usability, personalization, and alignment with the platform's overall identity.
Furthermore, we recognized the immense value WhatsApp brings as a crucial communication channel between brands and their customers. Our own Opinion Box research highlights this: 82% of users already communicate with brands via the app. A significant portion of this communication, 75%, is dedicated to asking questions or seeking information, underscoring how WhatsApp facilitates quick and uncomplicated access to information. Moreover, when issues arise, 67% turn to the app for technical support, making customer service far more efficient and direct. By integrating WhatsApp, we sought to aggregate significant value to the platform, leveraging these established user behaviors and preferences.
(02)
Immersion
I conducted a competitive analysis and gathered valuable data to enhance our product. This research helped me understand how WhatsApp is integrated into other survey platforms and how we could implement it in a structured, strategic, and competitive way, giving us an edge in the market.
As a team, we worked through each stage of the discovery process: conducting analyses, generating ideas, making assumptions, applying the ICE framework, and iterating until we reached a solution that best addressed the product's needs.
(03)
Design Solutions
[1] WhatsApp added to the channel grid: We integrated WhatsApp into the channel grid to provide users with an additional option for survey distribution.
[2] Consistent platform experience: Once the user selects the channel, they can create the questionnaire and configure various settings for the survey. A key feature of this channel is the ability to create a personalized invitation for respondents, including options to add a custom title, footer, and customizable button texts.
To maintain familiarity with the platform, I followed the same editing structure used in the SMS channel, while incorporating design refinements and updated interface elements.
[3] Preview mockup reflecting customizations: The preview mockup reflects the customizations made in the sidebar modal, giving users a more realistic view of how the message will appear to the recipient.
[4] Default unsubscribe button: We decided to include an unsubscribe button by default to allow users sending WhatsApp surveys to give recipients the option to opt out of communications. This is a best practice appreciated by META.
(04)
Usability
The CX platform is complex and full of rules. Therefore, in addition to adding WhatsApp to the channel lineup and developing its flows, it was essential to analyze the system's impacts, consider template approval by META, apply best practices and ensure the new channel was integrated into all platform settings.
We implemented colors with good contrast and fonts that ensure text readability on any device, regardless of size.
(05)
The results
The delivery had a significant impact on the product: today, 2 out of 3 new clients adopt our platform with the WhatsApp survey feature enabled. The solution met and exceeded the expectations of the team, service providers, and clients.
The stages of survey creation, invitation validation, and API configuration were well received, giving users greater confidence to send surveys and manage responses directly within our platform.
(06)
What I learned
Once again, I learned that design is intrinsically connected to research and data analysis. Developing this new feature was highly enriching for my knowledge in research, prototyping, and implementation. Additionally, during the handoff, I was able to present this new feature with improvements to an existing one (SMS), bringing innovation and refinement to our platform.
Let’s connect!
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!
Opinion Box | 2025
WhatsApp as a new survey channel
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
(01)
Challenge
The CX platform already offered SMS as a channel for sending surveys. However, with the strategic implementation of WhatsApp, we aimed to elevate our communication capabilities by introducing new features and customizable message templates. The core challenge was to design and prototype a screen flow that:
Integrated seamlessly into the Opinion Box CX platform's existing environment, ensuring intuitive navigation for users.
Provided predefined templates for survey distribution while simultaneously allowing for full user customization.
This project's focus was to strike a delicate balance between usability, personalization, and alignment with the platform's overall identity.
Furthermore, we recognized the immense value WhatsApp brings as a crucial communication channel between brands and their customers. Our own Opinion Box research highlights this: 82% of users already communicate with brands via the app. A significant portion of this communication, 75%, is dedicated to asking questions or seeking information, underscoring how WhatsApp facilitates quick and uncomplicated access to information. Moreover, when issues arise, 67% turn to the app for technical support, making customer service far more efficient and direct. By integrating WhatsApp, we sought to aggregate significant value to the platform, leveraging these established user behaviors and preferences.
(02)
Immersion
I conducted a competitive analysis and gathered valuable data to enhance our product. This research helped me understand how WhatsApp is integrated into other survey platforms and how we could implement it in a structured, strategic, and competitive way, giving us an edge in the market.
As a team, we worked through each stage of the discovery process: conducting analyses, generating ideas, making assumptions, applying the ICE framework, and iterating until we reached a solution that best addressed the product's needs.
(03)
Design Solutions
[1] WhatsApp added to the channel grid: We integrated WhatsApp into the channel grid to provide users with an additional option for survey distribution.
[2] Consistent platform experience: Once the user selects the channel, they can create the questionnaire and configure various settings for the survey. A key feature of this channel is the ability to create a personalized invitation for respondents, including options to add a custom title, footer, and customizable button texts.
To maintain familiarity with the platform, I followed the same editing structure used in the SMS channel, while incorporating design refinements and updated interface elements.
(04)
Usability
The CX platform is complex and full of rules. Therefore, in addition to adding WhatsApp to the channel lineup and developing its flows, it was essential to analyze the system's impacts, consider template approval by META, apply best practices and ensure the new channel was integrated into all platform settings.
(06)
What I learned
Once again, I learned that design is intrinsically connected to research and data analysis. Developing this new feature was highly enriching for my knowledge in research, prototyping, and implementation. Additionally, during the handoff, I was able to present this new feature with improvements to an existing one (SMS), bringing innovation and refinement to our platform.
(05)
The results
The delivery had a significant impact on the product: today, 2 out of 3 new clients adopt our platform with the WhatsApp survey feature enabled. The solution met and exceeded the expectations of the team, service providers, and clients.
The stages of survey creation, invitation validation, and API configuration were well received, giving users greater confidence to send surveys and manage responses directly within our platform.
We implemented colors with good contrast and fonts that ensure text readability on any device, regardless of size.
[3] Preview mockup reflecting customizations: The preview mockup reflects the customizations made in the sidebar modal, giving users a more realistic view of how the message will appear to the recipient.
[4] Default unsubscribe button: We decided to include an unsubscribe button by default to allow users sending WhatsApp surveys to give recipients the option to opt out of communications. This is a best practice appreciated by META.
Let’s connect!
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!