Usersnap product pivot

Lead Designer at Usersnap, where the product was repositioned from a bug tracking tool for web agencies into a customer feedback platform for SaaS teams.

The role spanned product strategy, user research, interaction design, and brand positioning. Through research with SaaS teams, relevant personas were identified, their feedback workflows were clarified, and those insights were translated into a redesigned platform and go-to-market direction.

A key part of the process was organizing and leading a week-long design sprint to get employees and management aligned around the product pivot. The sprint helped build internal buy-in, clarify the strategic direction, and turn early research insights into a shared product vision.

Usersnap's old dashboard

Usersnap old dashboard, feedback list view Usersnap old dashboard, item detail view

The redesign centered on turning fragmented feedback streams into a more flexible, scalable inbox experience. Teams could collect, review, triage, collaborate on, and respond to feedback across multiple channels, moving the product beyond issue tracking into a broader customer feedback workflow.

The new dashboard introduced a faster split-view interface, configurable streams, bulk actions, collaboration tools, and clearer ways to close the loop with customers. These changes made the platform more intuitive for product managers, QA teams, customer-facing teams, and user researchers working with high volumes of feedback.

Usersnap team workshop session

One of the design sprint teams exploring how to help SaaS teams triage more effectively

Product manager persona Product manager
UX researcher persona UX researcher
CX manager persona CX manager
CS director persona CS director
Product marketer persona Product marketer
Project manager persona Project manager
Usersnap sprint preparation and planning

Responsibilities

• Identified and defined relevant SaaS personas

• Ran extensive user research with target personas and identified product requirements

• Developed a go-to-market strategy and product branding aimed at SaaS customers

• Organized and ran a week-long design sprint

• Created wireframes and task flows

• Developed prototypes and tested them with users

• Redesigned the product dashboard

Usersnap onboarding task flow, frame 1
Usersnap onboarding task flow, frame 2
Usersnap updated dashboard, inbox view
Usersnap updated dashboard, detail view

Results

The product's pivot proved to be a huge success and as a result we started seeing new customers converting and using the product. Within 6 months from the launch we saw a 500% increase in the company's MRR.

User tests concluded the design as intuitive and useful to product managers. Shortly after the launch of the desktop inbox we launched a mobile version as well due to requests from users.

Since the redesign we've seen companies like Facebook, Apple, Microsoft, Lyft, Cisco and Canva sign up and become customers.

Within a year and a half from the launch 80% of our customers migrated to the new platform.

Usersnap's platform offers 13+ ready-to-use collector templates which customers can target their audience with and adjust to their needs. Those templates cover most of the popular collector types for the QA, customer feedback, product management and user research fields.

In September 2023, Usersnap was acquired by saas.group to enhance its customer experience portfolio. This 7-figure deal, reportedly around $18 million, allowed the profitable, bootstrapped company to join saas.group's suite of developer and product tools.

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