CSAT (Customer Satisfaction Score)

A CSAT survey is a metric used to measure how happy customers are with a business's products, services, or overall experience. It's typically collected through surveys where customers rate their satisfaction on a scale.

Project Overview

CSAT (Customer Satisfaction Score) is a survey to measure customer satisfaction of our B2B products including; Payments, Conversions and Exotic FX. The project took an estimated time of 3-4 months to complete and release. This project was conducted by myself (Product Designer) and with the help of the Product team at Orbital. Even though we released this feature in August of 2024, we are continuing to track user feedback using Mixpanel tool.

  • Product Designer

  • Front end engineers, and one Product Manager.

  • FigJam, Figma, Mixpanel

  • Research & Design 2 months, with implementation taking 6 weeks.

Problem Statement

To better understand customer satisfaction and improve high-revenue product flows in Orbital’s Client Portal, there is a need to implement a targeted Customer Satisfaction Score (CSAT) survey for Payments, Conversions, and Exotic FX products. Currently, there is no systematic way to capture user feedback on these key areas. Integrating the CSAT survey and tracking responses through Mixpanel will enable data-driven insights to enhance product experience and drive growth.

Design Process

  • 1. Discovery

    I began by analysing competitors’ CSAT approaches, uncovering that most use third-party tools integrated via Slack—except BVNK, which has an in-house solution. This insight guided our design strategy for real-time feedback integration in Mixpanel.

  • 2. Define

    In the Define phase, I distilled research findings into clear problem statements and user needs, setting the direction for focused, effective design solutions.

  • 3. Ideation

    During Ideation, I designed several CSAT modal concepts, exploring different layouts and interactions to enhance user feedback collection and align with technical feasibility. This was shared with the Customer Service team for feedback.

  • 4. Design

    In the Design stage, I refined the CSAT modals based on feedback from customer service and the product team, ensuring the final designs were both user-friendly and aligned with business needs.

Competitor Analysis CSAT

  • Conclusion

    Most competitors use third-party tools for CSAT, but BVNK’s in-house solution inspired us to create a more integrated and customizable feedback experience. This research shaped our design approach for seamless real-time customer satisfaction tracking in Mixpanel.

CSAT guidelines

Created timeline rules to support engineers and Customer Service by preventing duplicate surveys.

Time Period
How long we will do this for?

Surveys run twice a year for 2–4 weeks (up to 3 months based on response). No repeat surveys per user.

Timing

Surveys run sequentially — payments first, then conversions.

Location

CSAT modals appear when users navigate away from transaction confirmation:

  • Payments survey on homepage or Payments Dashboard

  • Conversions survey on homepage or Conversions Dashboard
    This ensures feedback is gathered while the experience is fresh.

If user skips

Team decides to either:

  • Prompt 2–3 times, then send a polite follow-up email, or

  • Prompt 2–3 times, then stop contacting.

Survey Recurrence:

Users only see new surveys after key feature or interaction updates.

Long-Term Goals:

Use CSAT to collect detailed feedback, drive continuous improvement, support data-driven decisions, and foster a customer-centric culture.

Design Options

Exploration & Ideation

Testing Designs

We invited 3 Customer Service Team members to test and vote on which of the two designs they preferred. Orbital user’s mainly interact with the Client Portal platform with their laptops or desktop computers.

Q1. Which design did you find more intuitive?

Q2. Was one design easier to use than the other?

Q3. Which design was more appealing and encouraged you to interact with the survey?

2 out 3 team members preferred the rounded buttons modal as they found it easier to see the numbers and to click on. The product team also found it was the best choice as it was more in line with our library component CTAs.

Final Designs

  • Default CSAT modal

  • Detractor user - (this triggers the reason score modal)

  • Passive user

  • Promoter user (this score could mean that the user is a fan of the platform)

  • Score reason if users score 6 or below

  • Thank you modal

Results

  • 9/10 users

    Scored 7 or higher for Payments, Conversions and Exotic FX products.

  • Client Portal CSAT

    Scored 87% with users

  • CSM Team

    The CSM team are pleased that we are collecting instant user feedback, to keep users and the business satisfied.

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