60-second story
From fragmented feedback to a focused CX measurement framework
Problem
A B2B IoT company received customer feedback through multiple channels but lacked a shared logic for which CX signals to collect, when and where.
Approach
As sole UX researcher: six semi-structured stakeholder interviews (Product, Design, Dev, Sales, FAE), journey mapping and criteria-based metric evaluation.
Key insight
The bottleneck wasn’t the volume of feedback but a missing decision logic: which signal, at which journey moment, for which team?
Decision
Product Management and Lead UX/UI Design approved a focused measurement scope: CSAT and CES across five prioritized journey moments.
Outcome
Five survey modules built in Google Forms, internally piloted and handed off to ongoing operations.
01 CONTEXT & CHALLENGE
Customer feedback existed, but without a shared logic for collection and prioritization
The company received customer feedback through multiple channels: support tickets, sales conversations, informal reports and existing usage signals. There was no overarching framework for deciding which journey moments to measure systematically and which signals were actionable.
Support Tickets
Sales & Account Teams
Informal Feedback
Existing Usage Signals
PROBLEM
Available signals, but no shared logic for systematic collection, prioritization and assignment to responsible teams
02 RESEARCH FRAMING
CORE RESEARCH QUESTION
Which CX signals should be collected at which journey moments first, using which method – and what should be deliberately left out?
01
Touchpoints
Where is feedback close enough to the actual experience?
02
Actionability
Which signals can the team act on?
03
Interpretation
What can be meaningfully read with a small customer base?
04
Survey fatigue
How do we avoid unnecessary survey fatigue?
03 RESEARCH APPROACH
Three complementary sources provided the evidence base for prioritization
The research approach combined internal stakeholder knowledge with a reconstructed end-to-end journey and a criteria-based evaluation of candidate metrics.
01
Internal stakeholder interviews
6 INTERVIEWS
Gathering perspectives from five functional areas: Product, Design, Development, Sales and Field Application Engineering.
02
Journey mapping
TOUCHPOINTS
Reconstructing the end-to-end journey from hands-on app usage and the team’s process knowledge. Goal: identify measurement moments.
03
Metric research
FOCUS ON CSAT & CES
Evaluating metrics against three criteria: proximity to experience, actionability and team comprehensibility.
ARTIFACT · METRIC RESEARCH
SELECTION LOGIC · METRICS
Three criteria filtered the metric space for the initial rollout
CSAT captures satisfaction in a specific context; CES captures perceived effort. Based on the touchpoint analysis, I developed a metric shortlist and evaluated it with Product Management and Lead UX/UI Design against proximity to experience, actionability and comprehensibility. Both confirmed the scope with a focus on CSAT and CES.
Proximity to Experience
Actionability
Comprehensibility
04 KEY INSIGHT
The bottleneck wasn’t the volume of feedback. What was missing was a shared logic for which signal to collect when and at which journey moment.
A signal only becomes actionable when the question, the journey moment and the responsible team are aligned.
05 DECISION SHIFT
From a broad possibility space to a decision-ready CX measurement MVP
BEFORE
Broad possibility space
Many potential touchpoints
Multiple metric options
Unclear continuous vs. event-based measurement
AFTER
Decision-ready measurement scope
Selected journey moments
CSAT + CES as prioritized metrics
Event-based + continuous measurement separated
Five internally piloted survey modules
DELIBERATELY NOT YET PRIORITIZED
NPS, dashboard and analytics routine
06 MEASUREMENT ARCHITECTURE
Event-based and continuous measurement required different logics
The architecture separated event-based surveys triggered by specific journey moments from recurring check-ins during ongoing product usage.
MEASUREMENT LOGIC
CSAT, CES
ONE-TIME
Event-based
Directly after clear service or onboarding moments.
01
Delivery & Logistics
02
Setup & Installation
03
Support Contact
CONTINUOUS
Ongoing experience
At recurring intervals during ongoing product usage.
01
In-App Alerts
02
Long-Term Usage
CSAT
Contextual Satisfaction
CES
Perceived Effort
ARTIFACT · MEASUREMENT ARCHITECTURE
DECISION OWNERSHIP
Research structured the options. Product management and lead UX/UI design approved the final scope.
The final selection of metrics and touchpoints was owned by Product Management and Lead UX/UI Design. After three iteration rounds, both approved the measurement scope for ongoing use. My contribution: making options and trade-offs decision-ready through evidence.
07 FIVE SURVEY MODULES
Five internally piloted modules made the measurement framework operational
Each module was tied to a specific journey moment. Questions, scales and wording were iterated through internal piloting.
MODULE
TRIGGER MOMENT
PURPOSE
01 Delivery & Logistics
Post-delivery
Capture the experience with shipping, information availability and delivery quality.
02 Customer Support
Post-support contact
Surface effort and satisfaction around the support interaction.
03 Setup & Installation
Post-setup
Capture the experience at an early onboarding moment.
04 In-App Alert Experience
In-use context
Targeted feedback on the recurring alert experience.
05 Long-Term Usage
Continuous check-in
Capture perception over an extended usage period.
ARTIFACT · FINAL SURVEYS
DETAIL · DELIVERY & LOGISTICS
VERIFIED OUTPUT
All five survey modules were built by me in Google Forms, internally piloted and deployed. Piloting helped sharpen questions, scales and wording before rollout.
08 OUTCOME & PROJECT BOUNDARY
From scattered signals to an approved, operational measurement scope
The documented outcome of this case is not a performance effect but a measurement framework approved by Product Management and Lead UX/UI Design, delivered as five operational survey modules. In a heavily regulated industry, it established systematic access to hard-to-reach customer feedback.
The surveys were adopted into ongoing operations. Response data and downstream product decisions were outside my project scope.
APPROVED SCOPE
An approved CX measurement scope
Relevant journey moments prioritized
CSAT and CES established as core metrics
Event-based and continuous measurement separated
OPERATIONAL OUTPUT
Five operational survey modules
Built in Google Forms
Internally piloted and deployed
Adopted into ongoing operations
PROJECT BOUNDARY
No claims about response data or downstream product impact
Response volumes, response rates and downstream product decisions were not tracked by me beyond project end. The documented outcome of this case ends at approval, internal piloting, deployment and handoff to ongoing operations.
09 CONTRIBUTION & OWNERSHIP
What I owned and where the final decision lay
AS UX RESEARCHER
I conducted six semi-structured stakeholder interviews, reconstructed the customer journey from those inputs and hands-on app usage, researched suitable metrics, developed decision options and translated the approved scope into five survey modules.
INTERNAL STAKEHOLDER INTERVIEWS, JOURNEY MAPPING, METRIC RESEARCH, SURVEY DESIGN
FINAL DECISION OWNERS
Product manager + lead UX/UI designer
Over three iteration rounds, I reviewed options with Lead UX/UI Design and Product Management. Both made the final call on metrics and touchpoints and approved the measurement scope. My contribution: making options and trade-offs decision-ready through evidence.
10 KEY LEARNINGS
Touchpoint analysis shifted my focus from individual scores to the decision logic behind them
CX measurement shouldn’t start with choosing familiar metrics. A signal only becomes useful when it’s clear which uncertainty it reduces, in which context it’s collected and who can act on it.
FOCUS OVER COMPLETENESS
With a small B2B customer base, a focused set of actionable signals is more valuable than a comprehensive dashboard. The right measurement moment improves response context and makes it easier to route findings to the responsible team.
OPEN QUESTIONS FOR THE NEXT PHASE
Which measurement points consistently yield actionable insights? Which signals actually trigger decisions? This observation phase was outside my project scope.
