SENDFEEDBACK.AI

Our team was engaged to take SendFeedback.ai from concept to launch-ready product — a workplace feedback platform built on one core promise: guaranteed anonymity. No names, no emails, no IP tracking. The brief was ambitious: build a product that HR leaders would trust, employees would actually use, and that could scale from first signup to enterprise adoption.

The Product

SendFeedback.ai allows organisations to create branded, anonymous feedback pages that employees can access without logging in. Submissions flow into an intelligent dashboard where AI clusters feedback by theme, classifies sentiment, and flags retention risks. An integrated AI HR Advisor provides context-aware guidance, response templates, and legal guardrails — giving HR teams actionable next steps rather than just raw data. An action tracker with kanban workflows ensures feedback leads to measurable change.

Marketing & Conversion Architecture

We built a high-performance marketing site engineered for conversion. The homepage features structured data markup, lazy-loaded assets, and a sticky CTA bar. We developed dedicated landing pages for LinkedIn Ads campaigns targeting HR leaders, complete with UTM tracking, conversion event pipelines, and A/B-testable layouts. A comparison page positions the product against incumbents like Culture Amp and Officevibe. Pricing is presented with plan toggle, annual discount logic, and a direct path to Stripe Checkout. Supporting pages include use-case breakdowns, an investor brief, and a lead magnet opt-in flow.

Application & User Experience

The authenticated application serves three distinct user roles. Employees interact through simple, no-login feedback forms with optional department tagging and file attachments. Managers access a dedicated dashboard with team-level analytics, pulse survey scheduling, and eNPS tracking. Account owners get full control over feedback pages, branding, campaigns, API keys, and billing — all within a responsive, accessible interface that works across desktop and mobile.

The AI features are deeply integrated. Sentiment analysis runs on every submission. Feedback clustering groups related themes automatically. The HR Advisor provides risk-rated guidance with psychology-safe language. Skills gap analysis and attrition risk scoring give leadership a forward-looking view of workforce health.

Admin Operations Suite

We built a complete internal operations dashboard for the founding team to manage the business post-launch. This includes:

• Real-time metrics — daily active users, new signups, MRR, and trend sparklines with day-over-day comparisons

• Conversion funnel visualisation — tracking the full journey from ad impression through to paid subscription

• Traffic source analysis — breaking down performance by UTM source to measure LinkedIn Ads ROI alongside organic and direct traffic

• Launch readiness checklist — automated verification of Stripe integration, email delivery, user registration, conversion tracking, and security policies

• Customer health scoring — algorithmic risk assessment based on login frequency, feature usage, and payment status

• Revenue management — subscription lifecycle tracking, failed payment alerts, and churn risk indicators

• System monitoring — feature flags, email delivery logs, API key management, data retention controls, and security audit tools

• Activity feed — real-time stream of signups, payments, subscription changes, and visitor events

The admin suite includes 20+ dedicated pages, a command palette for quick navigation, keyboard shortcuts, and a mobile-optimised layout with bottom navigation.

Email & Campaign Infrastructure

We implemented a full email campaign system for feedback collection at scale. Campaigns can be scheduled (one-time, weekly, monthly, or custom intervals), targeted to recipient groups, and tracked for opens, clicks, bounces, and response rates. Automated reminders follow up with non-respondents. An email queue with retry logic ensures reliable delivery, and a suppression list respects unsubscribe requests.

Technical Foundation

The stack is React 18 with TypeScript, Vite for build tooling, Tailwind CSS for styling, and shadcn/ui for the component library. The backend runs on Supabase with PostgreSQL, Row Level Security across all tables, Edge Functions for server-side logic, and real-time subscriptions for live dashboard updates. Payments are handled through Stripe with webhook-driven subscription management. Analytics integrate with PostHog. Error tracking uses Sentry. The codebase includes comprehensive SEO implementation with JSON-LD structured data, Open Graph tags, and semantic HTML throughout.

The Result

A launch-ready SaaS product with a complete go-to-market infrastructure — from the first LinkedIn ad click through to recurring revenue. Every layer of the stack was built to serve one goal: getting honest employee feedback into the hands of people who can act on it.