Voice of the Customer
This project was conducted for The Woodbridge Group. More information about this project and the development process can be shared verbally.
Introduction & Objective
My role: Understand users' pain points
As a company like Woodbridge, with different departments interfacing with customers and experiencing turnover among both customers and internal employees, how can we ensure Woodbridge is on the right track regarding its product strategy and customer interaction?
The objective of this project is to turn hundreds of customer voices from different customers and departments into actionable ideas for the company as a whole and each major department in Woodbridge to better serve our customers.
Research for User Needs
My role: User Research Lead
Voices were collected through a Microsoft form where Woodbridge employees could input direct voices from the customers along with which customer, person, and context.
Findings from the research were organized by customer, type of business, and what Woodbridge department the information can be most useful too. An affinity diagram were used to discover patterns and themes. The voices for each theme were then used to form needs of the customer and then overall need statements.
Impact & Reflection
My role: Project Lead
By collecting customer voices and translating them into clear need statements, we were able to identify the true scope, priorities, and expectations of our customers. These need statements became the foundation for actionable plans, measurable metrics, and product strategy at Woodbridge.
This cross‑functional clarity enabled the executive, commercial, and engineering teams to collaborate effectively and develop a unified plan with defined milestones. As a result, our interactions with key customers have become more structured, transparent, and productive.
To support long‑term impact, the Voice of Customer inputs were integrated into PowerBI, Miro, SharePoint, and an AI agent built through Copilot Studio, enabling real‑time visibility and continuous feedback across teams.
