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
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:
UX Imrpovements process diagram
STEP 1: GATHER THE INPUTS
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
Workshop hosted with GTM to uncover UX gaps
STEP 2: SYNTHESIZE & PRIORITIZE
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
Mapping solutions on an Impact- Effort matrix
STEP 3: EXECUTE
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Linear tickets: I triaged UX issues weekly into prioritized Linear tickets with context, assigning design work where needed and routing to the Core team for execution
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Notion database: Maintained a single source of truth in Notion, tracking all known UX gaps, their status, and linking directly to active Linear tickets
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UX Improvements: Shipped 1 major and 2–3 minor improvements monthly. Each change was first tested with micro-carrier and broker segments before scaling to all customers based on validated impact
Notion database for tracking problems and their solutions
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 boards
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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:
29
UX improvements launched over 7 months
2-3
2–3 minor UX wins shipped monthly
Created a self-sustaining backlog for the Core team
Brought company-wide visibility into UX gaps and prioritization
MY LEARNINGS
Project Takeaways
While this process helped us identify many gaps in our product, it also brought visibility to gaps in our process and some important actions that each product team could take:
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Small UX gaps can erode trust - fixing them builds momentum
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Lightweight experimentation can de-risk design decisions
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Cross-functional rituals can surface high-signal insights fast
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Having a structured home for feedback is key to scale UX quality
