Got Incite is an omni-channel survey platform that helps businesses collect customer feedback anywhere — app, browser, or in-store — and turn happy responses into public social reviews. I designed the product end-to-end, led by competitor analysis and mining real user reviews of the tools it set out to beat.
Role
Senior UX / Product DesignerEnd-to-end · research → UI
Domain
SaaS · CX & FeedbackMulti-industry B2B
Scope
Web app + embed APIBuilder · distribution · reviews
Overview
A survey tool built to grow reputation, not just collect data.
Businesses build surveys, send them across every channel their customers actually use, and read results in one dashboard. What sets Got Incite apart is what happens after a good response: the product nudges satisfied customers to post a public review — so feedback compounds into reputation.
My remit covered the whole experience: the survey builder, the four distribution flows, the embeddable API, and the review loop that ties them together.
Problem
Feedback was easy to collect — and easy to waste.
Small and mid-sized businesses had no shortage of survey tools. The gap was in what those tools didn't do: they treated a survey as the finish line.
Pain 01
Feedback stayed private
A happy customer filled in a survey — and that goodwill died in a spreadsheet. Nothing turned it into the public reviews that win new customers.
Pain 02
Reaching customers was clumsy
Businesses meet customers on a website, at a counter, or in an app — but tools assumed one channel and left owners chasing responses by hand.
Pain 03
Power meant complexity
Capable tools were heavy and technical; simple ones couldn't do branching logic. Non-technical teams were stuck choosing between the two.
The bet
Meet customers on any channel, stay light enough for non-technical teams, and convert good feedback into public reviews automatically — and the product stops being a survey tool and starts being a growth engine. Every decision below traces back to one of those three ideas.
Research
I let competitors' users tell me what to build.
With no existing customer base to interview, I ran a structured competitor analysis of the two products this tool was measured against — SurveyMonkey and Qualtrics — and read through their public user reviews. The complaints repeated themselves, and each one became a design principle.
01
“Powerful, but overwhelming — I'm lost in settings.”
Shipped 16 focused question types with built-in logic, surfaced in a simple picker — capability without the clutter.
02
“Getting responses is hard — I have to push people to a portal.”
Designed four distribution modes so a survey meets customers where they already are: email, link, embedded, in-store.
03
“I collect feedback but it does nothing for my reputation.”
Built a review-boost loop that routes happy respondents to public review sites — the product's core differentiator.
04
“I don't want to log in just to check simple results.”
Designed an embeddable API so surveys and results live on the client's own website — no portal round-trip.
Why it mattered: reading competitors' user reviews gave me real, unfiltered pain points before a single screen existed — the fastest way I've found to frame a product around what people actually struggle with when first-party research isn't yet possible.
Solution
One builder, four ways to reach people, results anywhere.
A Survey builder
16 question types, logic built in.
Teams assemble a survey from a focused set of patterns — rating, NPS, multiple choice, matrix, open text — and wire skip and branching logic without touching code. The heavy capability sits behind a clean single-column canvas so non-technical users stay oriented, with full branding on top.
Builder · Question typesCapability kept behind one clean canvas
A focused type picker groups choice-, text-, and rating-based questions — including matrix and NPS — with customization available when none of the standard patterns fit.
Builder · BrandingPersonalisation as the driver of response
Clients add their logo and tailor the survey’s appearance to their own brand, so the survey reads as the business’s own page rather than a third-party form.
B Distribution
Meet customers on whatever channel they're already on.
The same survey ships through four modes, so response rates stop depending on dragging people to a portal.
MODE 01
Email
Branded invites with auto-reminders
MODE 02
Web link / QR
Shareable for social, SMS, or print
MODE 03
Website embed
Dropped into the client's site via API
MODE 04
In-store / app
Kiosk and in-app, at the moment
Distribution · ShareOne survey, five ways out the door
Email, unique link, SMS, social, and offline share all draw from the same survey — each recipient gets a unique link so responses stay attributable.
Distribution · Website linkShorter surveys live on the site itself
For short surveys, a single button on the client’s own site opens the form — no email, no portal, no extra step between intent and answer.
C Results & the review loop
The feedback → review growth loop.
This is the idea the whole product hangs on. Instead of ending at “thank you”, a positive response becomes the first step of a loop that grows the client's public reputation. Unhappy responses route the other way — privately to the business — so problems get fixed before they become a public one-star review.
STEP 01
Collect
Answer captured on any of four channels
→
STEP 02
Detect
Logic reads sentiment from the rating
→
STEP 03
Redirect
Happy respondents nudged to public sites
→
STEP 04
Grow
Higher ratings attract the next customer
Results · Control panelResponses become readable the moment they land
Surveys sent, completions, unique views, and conversion trend sit in one control panel — the loop made visible, so owners see feedback turning into reputation.
Reputation · Public reviewsPrivate goodwill, turned public
Collected ratings surface as public reviews the business can display — the point where a survey stops being data collection and starts being marketing.
Impact
Feedback started working harder.
Outcome 01
More responses
Meeting customers on four channels instead of one portal lifted response volume — the metric every other insight depends on.
Outcome 02
Higher review volume
Routing happy respondents to public sites turned private goodwill into visible ratings, growing each client's reputation.
Outcome 03
Reach without friction
The embeddable API let clients run feedback on their own sites, removing the portal round-trip users kept complaining about.
Scale
200k+ surveys · 10M+ participants
Got Incite has since scaled across industries. Earlier outcomes are directional, observed post-launch.
Reflection
What I'd carry forward.
What worked
Mining competitors' user reviews gave me real pain points with no first-party data — and framed the whole product.
Designing the review loop as the core, not a feature, gave the tool a reason to exist beyond “another survey app”.
Keeping 16 logic-driven question types behind one clean canvas kept power and simplicity from fighting.
Key learnings
Validate the review-nudge threshold with real A/B tests, not a sensible default.
Push sentiment detection deeper so routing reads nuance, not just a star rating.
Instrument the loop end-to-end to prove the compounding effect with hard numbers.
