Anand Suraj

Sectigo

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Sectigo

Design engineering / Product analytics

Research-led UX and in-app feedback systems

The problemSecurity journeys across five platforms needed clearer navigation, reusable in-app interactions and feedback that product teams could act on.

My contributionI mapped security journeys and designed reusable in-app feedback patterns, timed to each user’s task and product.

Observed NPS change

10 pts

10-point observed change across two products; not attributed to design alone.

Research-led UX and in-app feedback systems — Design engineering, Product analytics
  • NDA
  • Not a product screenshot
My role
Associate product designer
Team
Product managers, engineering, support and marketing
Timeline
Aug 2025⁠–⁠present
Tools
Figma, Figma AI, Userpilot, Amplitude, Claude

Process

The work behind the decisions.

  1. 01

    Map priority journeys

    Mapped top user paths and navigation friction, synthesizing NPS comments and behavioral analytics into a prioritized design backlog with product stakeholders.

  2. 02

    Develop reusable in-app patterns

    Designed announcement, onboarding and feedback patterns with product-specific targeting: the right moment, audience and task-aware question.

  3. 03

    Measure and refine

    NPS/CES and product feedback informed refinements to targeting, timing and accessibility. AI-assisted prototyping and regular reviews supported 20+ stakeholder-approved UI designs weekly.

Closed-loop feedback strategy

Collect → Tag → Prioritize → Design → Iterate

Feedback becomes useful when it is asked at the right moment, sorted into themes and answered with a design response teams can review.

  • NDA
  • Not a product screenshot

  1. 01Collect

    NPS/CES and in-app prompts timed after a task, never mid-task

  2. 02Tag

    Group comments: navigation, clarity, onboarding, requests

  3. 03Prioritize

    Weigh frequency with analytics and product goals

  4. 04Design

    Shape a response pattern and review with stakeholders

  5. 05Iterate

    Refine targeting, timing and accessibility

Iterate feeds the next collection cycle

Lead design responses that drove the change

  • ClarityRedesigned in-app modal hierarchy around one clear primary action
  • NavigationDesigned contextual navigation and onboarding guidance
  • TimingRefined feedback prompt timing and targeting after key tasks

Reading the evidence

Observed: NPS trend recorded across two products.

Not claimed: that a single design response alone produced a measured lift.

These design responses supported iteration; the NPS trend is observed, not a controlled causal result.

Conceptual design illustration — not an actual artifact or product screenshot
Conceptual cybersecurity illustration of shared components and interaction patterns; not proprietary product screens.
  • NDA
  • Not a product screenshot
Conceptual cybersecurity illustration of shared components and interaction patterns; not proprietary product screens.

Key decisions

Design decisions that shaped the experience.

Decision 01

Shared patterns across five platforms

Developed reusable announcement, onboarding and feedback design patterns across products, with per-product tailoring.

Trade-off

Balance shared patterns with configuration options for each product team's needs.

Decision 02

Respect the task before asking

Targeted surveys and timed dismissal keep feedback requests from competing with the user's current task.

Trade-off

Prioritize contextual feedback over maximizing response volume.

Design value & supporting evidence

Research-led UX and in-app feedback systems

Between Q1 and Q2, two products recorded an observed 10-point NPS change; the measurement does not isolate design’s effect. A separate onboarding and feature-discovery initiative reported +5% engagement and reached 200+ customers over two weeks, with 2+ in-app engagements launched or refined weekly. The design scope spans five platforms within Sectigo’s 700K+ global customer ecosystem​—⁠not a count of personally studied users.

Product sentiment signal
10 pts
Observed NPS change across two products; design’s effect not isolated.
Customer ecosystem in scope
700K+
Sectigo’s company-wide customer ecosystem; design scope spans five platforms.
Approved UI designs per week
20+
Stakeholder-approved design output, supported by AI-assisted prototyping.

Reflection

Reusable patterns preserve product-specific needs when shaped with cross-functional teams. Next validation would examine task completion and navigation friction alongside product feedback.

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