Case study
Replacing paper surveys with a scalable feedback and case-management platform
A 53-page mailed survey, spreadsheets and email were hiding the customer requests that mattered. I redesigned the process and delivered a digital platform across Qualtrics and Salesforce.
The situation
Paper surveys arrived 30+ days after service, and research found that over 70% of contact requests went unaddressed, lost to illegibility or timing. Teams tracked requests across email, spreadsheets and phone calls, staff spent up to 18 minutes logging a single request across several systems, and there was no scalable way to manage branding or devices for 1,000+ sites. The inconsistency also created compliance risk.
My role
As interim Product Owner across 15+ applications, I led the digital transformation, working with engineering, sales and operations through a phased approach. I also designed incident reporting and compliance case management for Compliance and Legal.
What I did
- Mapped before building. Interviews and shadowing across sales, customer experience and regional operations, then a sitemap of the full survey lifecycle that defined roles, data sources and system responsibilities.
- Piloted first. A desktop pilot for program and operations admins proved the enrollment and request flows before the tablet and phone version for field teams.
- Standardized the workflow. Device replacement tickets with history, contact requests that minimize free text, and API-driven enrollment of clients and sites with branding and metadata.
- Added assistive features for request identification, voice input and text rephrasing to cut documentation time in the field.
Outcome
Time to document and manage a request dropped 64%, saving 13 minutes each, and every contact request now reached operations within 24 hours of service. Sites got self-service branded surveys, and survey data was shared across CX, operations, sales and compliance. Compliance and Legal also saw their incident-reporting cycle time cut by more than half.
Where design mattered
Research, wireframes and pilot iterations drove adoption. The people closing requests were field teams on tablets and phones, so the process only worked once it fit their hands and their time.