Continuous UX Improvements: Building a Feedback Loop for Scalable Quality

DETAILS

Project Type: Product Manager / Lead Designer

Team: Core platform team

Timeline: Jun 2024 - Jan 2025

SERVICES

TECH STACK

BUSINESS GOAL

Create a continuous improvement loop that enabled the Core team to act weekly on product quality, while building organizational visibility around UX debt

DESIGN / EXPERIENCE GOAL

Improving the usability and learnability of core platform patterns for all customer segments

The prOBLEM

Identifying UX Issues Reactively

On the product side, Rose Rocket was structured into outcome teams, each responsible for different parts of the product—either by feature set or customer segment. While this allowed teams to ship focused outcomes, no one explicitly owned UX quality across the platform. As a result:

Death by 1,000 paper cuts

Minor but high-friction gaps slipped through the cracks that hurt adoption

No documentation

There was no shared system to capture, prioritize, or act on quality-of-life improvements

Lack of alignment

Visibility into known UX gaps was limited across teams

Customer frustration

Slower resolution of customer pain points

The SOLUTION

Designing a Continuous Feedback Loop

I designed and led a scalable UX improvements initiative for centralized cross-team feedback, prioritized usability gaps through a shared framework, and delivered continuous improvements via lightweight experiments—ensuring platform-wide UX quality had both ownership and momentum.

Firstly, I designed a lightweight, repeatable process that surfaced and prioritized UX gaps through three input channels and captured them in a shared Notion database:

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Internal team Submissions — via a shared Notion database

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Facilitated Workshops — Collaborated with the GTM team to workshop gaps on specific core product areas and then submit to shared Notion database

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Customer Feedback — triaged by support and product ops into the shared Notion database

Partnering with the GTM team, I co-created a prioritization framework (co-created with GTM teams) which was based on:

IMPACT

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Interaction frequency

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Time to interaction

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Data visualization > Data managment > Data sharing

EFFORT

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Estimate of dev effort (XS - L)

On a weekly basis, I triaged the UX problems into linear tickets with context and priority. The work would then get delegated to the design team (if necessary design work) and the Core team could pick up at least 1 improvement every sprint.

The Notion database acted as the single source of truth for stakeholders to track UX gaps and their resolution, while the linear tickets were representations of the work to be completed by design or the core team.

Approximately 1 major and 2–3 smaller issues were shipped monthly and to validate impact before global rollout, improvements were released first to micro-carrier and broker segments as controlled experiments. If these experiments confirmed the hypothesis (e.g. reduced confusion, increased feature usage), we scaled the update to the broader customer base.

FEATURED IMPROVEMENT

Closer Look on an Improvement: Default views

Explore a high-impact UX issue we validated through experimentation and rolled out to production.

The problem

Users customizing filters and columns on boards expected changes to persist, but the default view was locked. Edits would silently reset, leading to confusion and a broken mental model.

The fix

We removed the locked state from the default view and introduced an explicit "save" flow—allowing users to persist changes and better understand how board views worked.

THE RESULTS

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 Boosted adoption of board

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Reduced support tickets about “disappearing filters”

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Helped new users immediately see value through personalized views

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Validated via early release to micro-carriers before platform-wide launch

Flow: Add a filter and save to existing view

The OUTCOME

What was Shipped

Over the course of 7 months, we were able to ship multiple UX improvements that improved onboarding and retention for micro carrier and broker customer segments before broader rollout to all customers. Some of the notable wins from this initiative are:

The impact

UX improvements launched over 7 months

2–3 minor UX wins shipped monthly

Created a self-sustaining backlog for the Core team

Gave the entire company visibility into UX gaps and prioritization

WHat I learned

Key learnings

Small UX gaps can erode trust - fixing them builds momentum

Lightweight experimentation can de-risk design decisions

Cross-functional rituals can surface high-signal insights fast

Having a structured home for feedback is key to scale UX quality