Voices App

Connecting executives with the voice of customers and employees


Bringing the voice of customers and employees closer to executive teams.

Forget everything you know about project management.. wait... maybe not everything. That's how the Medallia Voices project started, we wanted to try a new approach to project management while developing a concept mobile app in 14 days. The app would be based on a simple idea: "Bring the voice of customers and employees closer to executive teams".


Executives with limited time, who believe in driving culture and improvement based on the voice of their customers.  Typically larger enterprises, serving many customers.  For example, CEOs at the following companies: Tommy Bahama, Farmers, Vodafone.


Executive feedback: "I feel out of touch with the true voice of my customer.  Everything I read is somehow modified, aggregated, depersonalized. I want to really know what’s going on with my customers."


We used the Google Design Sprint as our project framework. 

We named our project Macaron (after an initial confusion with the name macaroon) because we would provide snack-able size information to executives, something they could actually digest and get important insights from.

First task was to bring the entire core team together. Our team was composed by 2 designers, 1 prototype designer, 1 product manager, and 1 engineer.  We found a corner space in the office that would become our "War Zone".


DAY 1: Research and interviews

research & interviews

We did few interviews with some executives and with our internal teams that deal with executives to better understand the problem we had in our hands. We created some user scenarios based on the feedback.

white board

DAY 2: Sketching & Storyboard

Each team member had 5 minutes to come up with 8 different ideas for the app.

Initial concepts

Time to narrow down the ideas to 3 and create a small storyboard flow for each of them. After we were done sketching, each of us got 5 green stickers to vote on the ideas we liked more, including our own ideas.


DAY 3: Defining design direction

Based on the feedback for the exercise of the day before we decided to pursue 2 different directions:

  1. Feedback Driven
    - Prominent voice of the customer driving data
  2. Data and Insights Driven
    - Data would unveil voice of customer

Those directions were different enough that we decided that would make sense to develop them as prototypes and get feedback from our stakeholders and research team at the end of the sprint.

DAYS 4, 5, and 6: Wireframe & Prototypes

We spent the next 3 days developing wireframes for each concept while getting feedback from the core team.

Wireframe concepts

The following is the Feedback Driven wireframes I created at the time using the concept of cards with progressive disclosure.

DAY 7: Validation

This day was used to get validation about our process and concepts. We invited all the stakeholders and expose them to the concepts and the prototypes.

At the end we decided to pursue the "Feedback Driven" concept because it felt more engaging than a model using dashboards and numbers. We decided to name the concept Medallia Voices (the name was right in front of us, love when this things just make sense).


This sprint was used to develop the concept features, interaction, and visual language.

The following is the final visual design for the application. We wanted to play with the concept of emotion and playfulness, another thing we kept in mind was branding. Our clients would be able to insert their logo and primary color into the application.

Medallia Voices

Cards, Wildcards, and Done Card

One of the patterns used in Voices is the card based ui. Executives don't have much time to go over reports, but can spare a few minutes to browse a set of tailored feedback. During this sprint we expanded that concept to incorporate the idea of Wildcards, a special kind of card which would contain insights about the company. Here are a few things a Wildcard could do:

  1. Geo-location based news and insights
  2. Surface changes in scores
  3. Suggest visit to locations with good or bad scores
  4. Use our Text Analytics engine to provide topic related insights
Medallia voices - Wildcards

The Done Card is a card that would be displayed at the end of the "deck" of feedback cards. This card displays some motivational information to keep users asking for more decks (10 cards at time).

Cards, Wildcards, and Done Card

Bonus: Voices for AppleTV

We finished the project with some time to spare, because of that we could also work on a AppleTV prototype to show the flexibility of the concept.


This is the annual event for the company where Medallia showcase all the work we are doing to improve customer experiences and create a company loved by their customers and employees.

Demo on Main Stage

Kaaren Hanson former Vice President of design at Medallia demonstrated Voices during the main session on stage. 

Medallia Experience 2016 - Voices

Medallia Booth

We setup a video demo for voices at the company booth in the main pavilion.


During the event I got myself on stage to present Voices in details to the audience. After the presentation we ran a Q&A session and was great to see how engaged customers were with the project.

Voices Workshop

Final Thoughts

I would like to thank Medallia for the amazing opportunity, and the Voices team for the awesome collaboration and fun we had developing this concept. I am happy to announce that Voices is now on the App Store and Play Store helping executives to be closer to their customers and employees.