CONTEXT
A Screver client in the winter tourism industry wanted to collect more feedback from app users and maximize response rates.
Screver: AI Voice of
Customer Platform.
2020–2024, 2026
UI Designer → Team Lead
Screver helps companies collect feedback, understand complex customer signals, and turn them into actionable insights. The platform brings together survey creation, omnichannel feedback, AI-powered analysis, dashboards, automation, and integrations in one system.
THE CHALLENGE
Screver brings together several complex workflows in one product: creating surveys, managing feedback campaigns, analysing large amounts of data, configuring automation, and turning insights into actions.
My challenge was to make that complexity manageable, designing flexible workflows for advanced users while keeping everyday tasks clear and intuitive.
MY ROLE
As the sole product designer, I owned the UX and UI across the platform, from product architecture and user flows to detailed interactions, prototypes, and the design system.
I worked closely with product and engineering to turn business requirements and customer needs into scalable product experiences.
LEARNING FROM OUR USERS
Screver served very different users, from occasional survey creators to enterprise teams managing complex feedback programs.
Their needs often conflicted: some wanted simplicity, while advanced users needed deep configuration and control. This shaped my approach to progressive disclosure, reusable patterns, and contextual interactions.
A major challenge was turning highly configurable functionality into workflows that still felt predictable. Instead of exposing every option at once, I structured interfaces around progressive disclosure, clear hierarchy, contextual controls, and reusable interaction patterns.
Advanced functionality remained available when needed without overwhelming everyday users.
SURVEY CREATION
One of the core experiences was the survey builder. Users needed to create everything from simple feedback forms to advanced surveys with conditional logic, multiple question types, languages, custom styling, and distribution settings.
I designed the end-to-end builder around a clear step-by-step structure, while keeping advanced configuration accessible when needed.
Some challenges.
CHALLENGE
Capture feedback at the right moments without interrupting the user experience or creating survey fatigue.
SOLUTION
Designed the full feedback flow, defining when and where surveys should appear, and created dedicated in-app widgets for different touchpoints.
🔥 IMPACT
The first winter season achieved a very high response rate, with survey completion above 97% across all widgets.
ANALYTICS & INSIGHTS
Feedback only becomes valuable when teams can understand and act on it. I designed dashboards and reporting tools that bring survey results, trends, sentiment, and customer feedback into clear, actionable views.
The challenge was supporting both quick monitoring and deeper analysis without making dashboards feel overloaded.
The goal was not simply to display more data, but to help users understand what required attention and what they could do next.
Some challenges.
CONTEXT
Different customers needed to understand feedback in different ways, from customer experience and satisfaction to employee engagement and internal performance.
CHALLENGE
Existing analytics couldn’t surface the most relevant insights for every use case without becoming complex and overloaded.
SOLUTION
Designed configurable dashboards tailored to different use cases, combining relevant metrics, visualisations, and AI-powered insights to surface trends and pain points.
🔥 IMPACT
Teams can focus on the insights that matter to them and identify key trends and issues faster.
AI & AUTOMATION
As Screver expanded its AI capabilities, I designed how AI became part of existing workflows rather than a separate feature.
This included AI-assisted analysis, content generation, summaries, and automation, while keeping users in control of the final outcome.
BUILDING A SYSTEM, NOT INDIVIDUAL SCREENS
My work also extended beyond the web platform into Screver’s broader product ecosystem, including mobile experiences, feedback widgets, campaign touchpoints, and customer-facing interactions. I helped maintain a consistent experience across these surfaces while adapting interactions to very different contexts.
As the platform grew, I built and evolved a shared design system to keep experiences consistent and speed up product development. Reusable components, interaction patterns, states, and responsive behaviours helped us scale new functionality without redesigning common problems from scratch.
DESIGNING FROM REAL USAGE
Many product decisions came from working closely with the Screver team and seeing how customers used the platform in real scenarios.
Enterprise clients often introduced workflows and edge cases that were difficult to predict upfront. I used that feedback to simplify interactions, improve terminology and hierarchy, and evolve existing patterns instead of continuously adding new ones.
HOW I USED AI
AI became part of both Screver itself and my design process.
I helped integrate AI into the platform through features such as AI-assisted analysis, summaries, content generation, and insight discovery, making it easier for users to understand feedback and act on it.
I also used AI in my own workflow to explore UX approaches, structure complex requirements, refine microcopy, analyse edge cases, and speed up repetitive tasks.
THE RESULT
Over several years, Screver evolved from a feedback and survey product into a broader AI-powered Voice of Customer platform supporting complex enterprise workflows.
I helped build a consistent product foundation that allowed new capabilities to be added without reinventing the experience each time, while keeping the platform coherent as its scope and complexity grew.