TaskFlow is a B2B SaaS work-management platform used by 25,000 small and mid-sized teams for project tracking, approvals, and cross-functional collaboration. The company has strong adoption in marketing and operations teams, but product leadership believes feature development has become too reactive to loud customer requests rather than grounded in systematic user insight.
Over the last two quarters, TaskFlow shipped 14 customer-requested improvements, yet weekly active usage grew only 2% and NPS fell from 41 to 36. Feedback currently comes from scattered sources: sales calls, support tickets, account manager notes, app-store reviews, and occasional user interviews. Teams disagree on which feedback matters most, and there is no consistent method to separate high-frequency complaints from strategically important unmet needs.
The VP of Product wants a repeatable approach for gathering, synthesizing, and using user feedback to inform roadmap decisions for the next two quarters. Your goal is not to collect more feedback for its own sake, but to create a system that helps the company identify real user problems, prioritize the right opportunities, and close the loop with customers.