UX case study | Feedback to Insights Crafting Zeda.io’s Customer Portal

Parasuraman kannan
7 min readJan 7, 2024


In the fast-paced world of SaaS, staying in tune with customer feedback is crucial. That’s where the Zeda.io customer portal shines! This innovative portal is more than just a feedback collection tool; it’s a dynamic, two-way street between users and the product team. With features like real-time feedback syncing with Zeda.io’s dashboard, and a visually engaging Kanban view for roadmaps, it keeps users in the loop about future developments. Plus, it’s a breeze to customize, ensuring every brand can make it their own 🎨.

Roles & responsibilities

Head of Design
Design system | End-to-end UX | Product strategy

🎯 Scope:

Revolutionizing the way SaaS products interact with customer feedback, we aimed to build a customer portal that not only collects feedback efficiently, but also offers a two-way communication channel with the Zeda.io dashboard. This portal is designed to be a hub for displaying product roadmaps in a Kanban view and sharing the latest release notes 🚀.

🤔 Problem statement:

In the world of SaaS, understanding and acting upon customer feedback is a golden key to success 🗝️. However, companies often stumble in this area due to a lack of effective tools for gathering and prioritizing feedback. Our challenge was to create a centralized system that not only captures user insights but also keeps the conversation going by showing customers how their input shapes the product’s future 🌟.

“The goal is to turn data into information, and information into insight.” — Carly Fiorina, Former CEO of Hewlett-Packard.

💡Exploring the problem

To kick off the process, I lined up a few critical questions to ponder:
What are the main difficulties users encounter when trying to give feedback on our platform? 🚧

  1. How can we more effectively leverage user feedback for meaningful product enhancements? 🔍
  2. Is there a gap between user feedback and its tangible impact on our product’s evolution? 🌉
  3. What strategies can be deployed in the customer portal to boost transparency and user engagement? 🗣️
  4. Where does our existing feedback mechanism need improvement? 🛠️

🔍 Insights from product managers in SaaS

In response to the key questions, here’s what I gathered from interacting with product managers in SaaS companies:

  1. Feedback difficulties: Many users find current feedback channels either too cumbersome or not intuitive enough 🤯. They prefer straightforward, quick ways to share their thoughts.
  2. Feedback mechanism improvement: There’s a consensus that existing systems lack personalization and fail to acknowledge user feedback adequately 🛑.
  3. Leveraging feedback effectively: Product managers emphasize the need for actionable insights over raw data. They seek tools that can analyze and categorize feedback for better decision-making 🧠.
  4. Feedback impact gap: A common observation is the disconnect between user feedback and visible product changes. Users often feel their input goes unnoticed 🌪️.
  5. Boosting engagement: There’s a strong belief that transparency in the feedback process can significantly enhance user engagement. A portal that shows real-time progress on user suggestions is highly valued 💡.

These insights from SaaS product managers highlight the need for a more user-centric, responsive, and transparent approach in the Zeda.io customer portal.

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🕹 Competitive analysis: Zeda.io vs. key competitors

After analyzing Zeda.io and its key competitors (Getbeamer, Canny, and Uservoice), here are some insights:

  1. Getbeamer: While it excels in in-app user engagement, Getbeamer may not be as robust in handling diverse feedback channels. Its focus on updates and announcements might overlook deeper analytical needs, potentially leading to gaps in understanding user behavior and feedback trends.
  2. Canny: Canny’s straightforward feedback collection on websites is user-centric, but it could lack in providing a holistic view of user feedback across multiple platforms. The platform may not be ideal for detailed feedback analysis or in cases where nuanced feedback management is required.
  3. Uservoice: Uservoice is strong in feedback analysis and integration but may pose usability challenges for smaller teams or businesses with its complex interface. Its comprehensive approach could be overwhelming for users who need a more straightforward, less feature-intensive solution.

Each competitor, while offering valuable features, also presents certain limitations, particularly in versatility, complexity, and depth of analysis, which could influence their suitability for different business needs.

Key Takeaways from Competitor Analysis 🚀

The deep dive into competitor dynamics 🔍 highlighted the significance of a harmonious blend of user-friendly interfaces and robust analytics. These insights have been instrumental in refining Zeda.io’s customer portal, aligning it with our goals for an enhanced user engagement and efficient feedback management platform. 🌟

Zeda.io user flow: From portal setup to feedback sync📊

Trace the pathway of interaction from initial portal setup to dynamic dashboard engagement, showcasing the streamlined process for users to sign up, give feedback, and view product roadmaps and updates.🛠️🔄

Design system on Zeda 2.0 💫

A detailed case study on my process of building the design system for Zeda2.0, comprised of various components involved in this complex product.

Check out the Zeda 2.0 Design system in my Portfolio Link

Visual design: Crafting the user experience

This section showcases the evolution of Zeda.io’s customer portal through design.

The customer portal feedback section of Zeda.io is designed for efficiency and user engagement. Customers can swiftly submit feedback via a right-hand panel and also view existing feedback along with its current status. The feature to upvote feedback aids in prioritizing tasks for product managers. All feedback is automatically sent to the centralized Zeda dashboard, which also includes feedback from other integrated tools. This setup not only streamlines feedback collection but also enhances the overall product management process.

In the feedback submission form upon inputting a feedback title, the portal’s search function activates, helping identify similar existing feedback. This feature allows users to upvote or comment on feedback that matches their concerns, reducing the influx of duplicate entries. It also provides visibility into the current status of similar feedback, fostering a more informed and engaged user community. This approach streamlines feedback management and improves the relevance and quality of user input.

The Roadmap feature in Zeda.io’s customer portal allows customers to view the status of submitted feedback, fostering transparency in the product team’s actions. This status update is automated through a two-way sync with Zeda.io’s dashboard, where product managers handle task processing and prioritization in their day-to-day product lifecycle process. This feature bridges the gap between feedback submission and implementation, keeping customers informed and engaged with the product’s progress and future plans.

The Release Note feature in Zeda.io’s customer portal is a critical tool for product teams to communicate new feature launches and bug fixes, functioning similarly to a monthly Changelog update. It’s powered by an AI-enabled dashboard that simplifies the creation of release notes, allowing product managers to generate them by selecting completed tasks from the feature dashboard. This feature streamlines the update process, enhancing communication with users. A more in-depth exploration of the Release Note module will be covered in my next case study.


Product managers saw a major boost 🚀 in managing and prioritizing customer feedback thanks to Zeda.io. The portal’s transparency and responsiveness led to increased customer satisfaction. Additionally, a surge in user engagement was observed, with more frequent and detailed feedback submissions 📈.


This project was successful in creating a tool that resonates with both product managers and end-users. Future enhancements could include advanced analytics 🔍 for deeper feedback insights. The journey highlighted the crucial role of ongoing iteration, fueled by user feedback, in product evolution 🔄.

Closing thoughts and next steps

It’s time to wrap up this insightful journey into the Zeda.io Customer Portal case study! 🎉 I hope you’ve enjoyed this deep dive as much as I have in sharing it. Your engagement and time are immensely valued. ✨

Got any feedback or thoughts? I’d love to hear from you in the comments section below! Your input is crucial for future enhancements.

Stay in touch! Connect with me on LinkedIn to follow more of my design endeavors. 🌐 For a closer look at my other projects, feel free to explore my portfolio. 🎨

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Parasuraman kannan

Design Lead, Design System at Portworx by Purestorage. I specialize in design system architecture, ensuring seamless integration and compliance across products.