FeedBackNow
During my time at FeedbackNow, I had the opportunity to work closely with CEO Steven Peltzman and designer Amisha Jaggi on key design initiatives that shaped the company's customer feedback solutions. Over the course of the project, I contributed to real-world product designs that enhanced user engagement and streamlined the feedback process.
Challenge
The existing B2B dashboard was cluttered, lacked clear hierarchy, and made it difficult for potential clients to quickly understand how user feedback translated into actionable insights. Sales teams struggled to communicate value within the limited time they had during demos, which weakened the impact of their pitches.
Results
The redesigned dashboard provided a clear, modular, and persuasive storytelling flow. By highlighting key metrics, simplifying charts, and introducing a guided walkthrough mode, sales teams were able to demonstrate value more effectively. Stakeholder feedback confirmed the new design made pitches more compelling and client-focused, improving both clarity and engagement during demos.
Process
Research & Analysis
I interviewed sales and marketing stakeholders to understand the challenges they faced during demos and researched competitor dashboards to identify effective industry patterns. This helped define the core storytelling goal: make it clear at a glance how feedback translates into decisions.
Information Architecture
Based on these insights, I reorganized the layout to highlight key metrics, established a stronger visual hierarchy for charts and scores, and simplified navigation. The focus was on clarity, quick comprehension, and aligning the flow to real sales conversations.
Wireframing & Prototyping
I created low-fidelity wireframes in Figma to explore layouts and interactions, then refined them into high-fidelity prototypes. These included a guided walkthrough mode designed to help sales teams tell a persuasive linear story while still allowing flexibility to jump between sections.
Usability Testing
I ran feedback sessions with stakeholders, gathering input on hierarchy, wording, and data visualizations. Their feedback highlighted areas where early designs were too detailed, leading me to simplify charts, clarify calls-to-action, and improve readability.
Visual Design & Style Guide
I delivered a modular, brand-consistent design with clear typography, simplified data visuals, and a cohesive layout tailored for client pitches. Frequent Figma check-ins ensured alignment, and the final demo was polished for real-world sales use.
Conclusion
This project showed me how important it is to design not just for end users but also for the context in which a product is presented. By tailoring the dashboard to the needs of sales teams, I learned how thoughtful design can shape a compelling narrative, make complex information feel simple, and directly influence business outcomes. It reinforced my belief that great design is as much about storytelling as it is about usability.