Introducing NPS

Designing a seamless way to collect and interpret customer loyalty feedback inside Typeform.

Situation

As part of an initiative to improve the Typeform Creator Dashboard, we aimed to identify impactful features that aligned with user needs. One request surfaced repeatedly: a way to capture and analyse Net Promoter Score (NPS) responses — natively and intuitively — without third-party tools.

Task

My responsibility was to design an intuitive, accessible experience for:

Adding NPS questions to any form.
Interpreting NPS results easily across devices — without disrupting current workflows.

Action

Research & Benchmarking

I reviewed competitor offerings and spoke with users to understand where existing NPS tools fell short. This highlighted two priorities: immediate data clarity and mobile-first usability.

Design Explorations

I prototyped two main directions:

Accordion summary: Showed scores in collapsible sections.
Chart view: Presented NPS scores visually at a glance.

Usability Testing

Testing revealed that users strongly preferred charts. They allowed faster insights without extra interaction — especially on mobile. The accordion format slowed users down and caused confusion.

Results

We shipped an NPS chart-based results UI alongside the new question type. Outcomes included:

Faster user comprehension of feedback data.
Positive feedback on mobile clarity and ease of use.
A competitive feature that matched market needs.

Learnings

This project reinforced the importance of immediacy and clarity in data design. Users want results that are easy to scan and understand — especially in mobile contexts. Testing early helped avoid over-complication and ensured we shipped the right solution. It also demonstrated the value of cross-functional collaboration in delivering user-centred features.

I developed documentation for the design system, detailing how components should be used. I also encouraged team members to contribute by sharing their use cases or suggesting improvements.