Insights Pipeline
Creating an analysis process for continuous
qualitative feedback at scale
The Challenge
As a fast-moving startup, Scoop had more qualitative feedback (like support tickets and NPS responses) than they had capacity to monitor.
How could UXR help the company make sense of these ambient, user‑generated feedback channels to guide human-centered design?
The Work
Over a year, I created a qual analysis platform linking feedback channels such as Zendesk support tickets to the Dovetail research app. With collaboration from Engineering and Customer Success, data automatically piped into Dovetail to be analyzed for feature requests, feedback, and more.
I led the Insights team in developing a robust tagging taxonomy across both B2C and B2B carpooling segments for trackable and scalable insights.
The Impact
After implementation, the UXR team delivered monthly reports on user feedback to Product teams and in company‑wide emails.
Insights from these reports led to at least two features and several quality‑of‑life UI improvements, while helping guide product roadmap.
COMPANY
