Case Study — Customer Pulse

Helping businesses to engage with their customers

Project Summary

Customer Pulse is a platform that allows business owners to gather customer feedbacks and take actionable steps to grow their business. It utilizes the Net Promoter System® (NPS) to gather customer feedback and the business can analyze, interact, and track their progress through the platform. My role was to design a splash page website, logo, style/branding guide, content generation and the user flow. This was an individual client project where I was responsible for full UX and UI activities.


Latero Labs
Derek Yau, Co-founder


Design a splash website to increase user sign ups, a minimum viable product (MVP) user flow and provide a style/branding guide.


Logo, Style/Branding Guide, Content, Splash Page Web Design, User Flow


Web Application (Desktop, Tablet, Mobile)


2 weeks

Design Methods & Tools

Design Inception, Competitive Analysis, Mood Board (InVision), Logo Design (Illustrator), User Flow (Marvel), Paper & Digital Wireframes (Sketch), Clickable Prototype (InVision), Design Handoff (Zeplin)



Customer Pulse is a platform that utilizes the Net Promoter System® (NPS) to allow business owners to gather customer feedbacks and take actionable steps to grow their business. NPS is a metric system that measures the customer’s relationship and loyalty with a brand. NPS is a simple and effective technique that is correlated with revenue growth and is used by more than 2/3 of the Fortune 1,000 companies. NPS is calculated based on responses to a single question:

“How likely are you to recommend this business to a friend or colleague?”

The answers range from a scale from 0 to 10 and the customer’s sentiments are identified into three categories based on their responses.

3 Sentiments based on the response. Promoters (9–10), Passives (7–8), Detractors (0–6)

Customer Pulse is the first Canadian company to offer NPS solution to help businesses to analyze, interact, and track their performance.

The Opportunity

Customers don’t like surveys, especially the ones that takes time. NPS effectively gathers customer’s sentiments towards a business by asking one simple question. Latero Labs wanted to develop Customer Pulse and needed a direction on the branding, sign up website and the user flow for its initial launch. Customer Pulse plans on offering a freemium service to help small business owners to utilize NPS to grow their business.


The first thing I did was to interview my client about their business and the value that they wanted to provide to others. I asked the client and his team to share their vision and the “why” behind their business.

“To help small business owners to better serve their customers”

After understanding the core reason for their business, we explored deeper on the emotions and the mood towards the product. It helped us to get an idea of how the brand will communicate to the users. I asked many questions in both the business and the user’s point of view such as “What is Customer Pulse trying to achieve?” “Why is NPS useful for small business owners?” “As a small business owner, why should I use Customer Pulse?” “What kind of feelings and emotions do you associate with?” “What feelings and emotions would the business owners be attracted to?” After a series of thought-provoking questions, I noted the answers to explore the brand directions.

After our meeting, I wanted to get a better understanding of how the competitors were representing themselves to promote their product. The competitive analysis helped me to identify the commonalities of NPS platforms and the opportunities that Customer Pulse can capture to create value for the users.

Competitive Analysis


Promoter is the market leader of NPS providers and has the financial support and the backing from the creator of NPS, Fred Reichheld. The colour palettes are pastel colours that appears to be inspired from the sentiments detractor (red), passives (yellow), and promoters (green). The overall look and feel of the website and the layout seems to target mid-size business to corporate level business.

Customer Guru

Customer Guru is relatively new in the market. The brand is simple and approachable that is strongly represented with the cartoon characters. Unlike Promoter’s pastel colour palettes, Customer Guru’s colours are solid, adding to the simplicity. The characters seems to suggest that they are targeting small business owners across many industries.

Ask Nicely

Ask Nicely’s colour palettes are vibrant, ranging from pink, red, and purple. It projects lots of energy and in addition to the colour palettes, the nails of the iPhone user seems to target female users. Their brand utilizes emoticons and icons that are approachable and friendly and it represents their brand ‘Ask Nicely’ well.


Wootric’s colour palettes is a gradient of green with emphasis on the darker shades of green. In addition to NPS, they offer other survey methods from Customer Satisfaction (CSAT) to Customer Effort Score (CES). From the branding and the demo of their dashboard, Wootric seems to exclusively target corporate customers as their brand and designs are conservative and professional.

From the competitive analysis, I learned that there was no standard brand patterns and that businesses used a variety of colour palettes to attract their target audience. Taking the domain insights as well as information gathered with the client, I created three mood boards that may represent Customer Pulse.


Mood Board

As the competitive analysis suggested that there is no standard colour palette for NPS providers, I explored different colour palettes and presented three mood boards to the client.

With the small business owners as our target users, mood boards were created to portray certain emotions and moods.

  • Red & Orange: Passionate, energetic, emotional, confidence, change, warmth, happiness, enthusiasm, expression, change
  • Green: Approachable, efficiency, growth, freshness, money, soothing
  • Turquoise: Calm, energy, loyalty, joy, reflective, wholeness

After I presented the mood boards, my client did not have a strong preference on the colour palettes. I suggested to explore the typeface then put together a style tile that will give a better idea of the brand direction.


My process for typeface exploration elaborated from the mood board and it iterated along with the style tile. I browsed the web fonts and my font book to compare different san serif typefaces that were clean, simple and approachable. For this project, I went with one typeface to support the simplicity of the design.

After selecting the typefaces, I walked through the characteristics of each typeface with my client. My client commented that he would like a simple typeface that isn’t used too commonly.

Style Tiles / Landing Page

Possible landing page and design direction

With the mood boards and typefaces narrowed down, I began to put together the elements for the style tile while I was simultaneously working on the sketch wireframes. The style tiles quickly evolved to the mockup of the landing page and the reason was due to the fact that the landing page was a closer representation of the actual website. It helped my client to better understand how the elements were coming together to represent the brand. After mixing and matches the elements, we went with Nunito Sans, a clean and approachable typeface that has a wide range of font weight.


Logo sketches

As the mood board and the design direction was coming together, I sketched the potential logos after mind mapping the possible associations of Customer Pulse. The goal was to create a simple, timeless, approachable, and versatile logo that is capable of being represented under different backgrounds and mediums.

The Final Logo

Design rationales:

  • Pulse motion resembles a graph and it ends with a forward arrow. The pulse is slanted upwards to symbolize growth.
  • The pulse is inside a message icon. It symbolizes Customer Pulse’s service to help users to communicate and interact with their customers to grow their business.
  • The logo uses negative space, allowing it to be represented under different backgrounds.
  • The shapes are curved and round to be more approachable.

Potential Logo Applications

Logo only, Logo with name and with different background

User Flow

Paper prototypes

In addition to the website design, my client wanted me to help examine the user flow for our target users. My client insisted me to do so without conducting research due to the time and resource constraints. To create an effective user flow without losing quality, I analyzed the user flows of the four competitors mentioned above. Then, I created a paper prototype where I can easily test and iterate. After getting feedback and iterating on the user flow, we identified the core screens to be mocked up in high fidelity and the assets that would need to be included in the style guide.

Customer Pulse user flow



The client was pleased with the deliverables in the two-week timeline. Although I was pleased with the results, I would like to explore the UX processes further by identifying the user needs deeper and polishing the flow for our users. The website is currently under development and the client has asked me to look at the website before the launch. I’m excited to take part in the product launch and work with the team to generate ideas to build a user base.

Key Learnings

  • Ambiguity and subjectivity are endless. After we decided on the colour palette, we found ourselves to be constantly tweaking the palettes. I learned that we can overcome subjectivity by thinking in the best interest of our users and how they would perceive the brand.
  • Deeper exploration of the mood board and style tiles. When I presented the mood board, it didn’t help my client too much to picture the design direction. To stay in schedule, I substituted the style tile with the landing page mock up, which was a better representation of the final design. I think this step may have led to the ambiguity and subjectivity stated above. In the future, I plan on exploring the mood board deeper with potential assets to help my clients to have a better understanding of the design direction.
  • UX and research are often a luxury (unfortunately). I learned that for startups and early stage business, the UX processes are often overlooked due to the time and budget constraints. Many businesses are bootstrapped and are focused on launching their product or services as soon as possible and it’s the UX Designer’s role to show clients the value of the UX processes.


Joseph Jin Hyuk Lee

Written by

Product UX/UI Designer | Portfolio:

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