Build Feedback-Driven Design Process

Company Context

FigmaFlow is a mid-stage B2B design collaboration platform used by 45,000 teams and 3.2M monthly active users. The company sells subscription plans to design teams and product organizations, and competes on ease of collaboration and speed of iteration.

Problem

FigmaFlow recently launched a redesigned commenting and handoff experience for designers and engineers. While the launch improved feature discoverability, customer feedback has become mixed: NPS for the workflow dropped from 41 to 34, support tickets related to "missing comments" increased by 28%, and qualitative interviews show that enterprise users feel the new flow adds steps to simple tasks. At the same time, internal stakeholders are receiving feedback from multiple channels—support, sales, in-app surveys, app store reviews, and usability sessions—but there is no clear process for deciding which feedback should influence product design.

Leadership wants a repeatable approach for incorporating user feedback into the design process without overreacting to loud but unrepresentative requests. You are the PM responsible for the collaboration experience.

Deliverables

1. Define how you would collect, organize, and evaluate user feedback across channels.
2. Explain how you would distinguish between signal and noise, and which user segments you would prioritize.
3. Propose how feedback should influence design decisions across discovery, prototyping, and post-launch iteration.
4. Recommend what changes you would make to the commenting and handoff experience first, and why.
5. Define success metrics and an experiment or validation plan.

Constraints

• You have one product designer, one UX researcher, and one engineering squad for the next 6 weeks.
• You cannot fully redesign the workflow before the next enterprise renewal cycle.
• Feedback systems are fragmented; there is no unified tooling today.
• Enterprise customers account for 55% of ARR, but SMB users represent 70% of product usage.