Olaide Arike Kaffo
0-1 design solution of B2B enterprise tech solution helping businesses transform.
Going from $800k in attrition costs to $3M in revenue
Fount Saas
End to end B2B enterprise tech stack enabling businesses identify and solve friction within their organisation , empower their employees to do their best work, drive growth and 10x revenue.
As the sole designer on the team, I led the end to end design process for this solution. In collaboration with our head of product, product team and engineers. In a span of 5 months.
I aimed to address declining employee satisfaction and retention across various industries by creating a scalable system that would identify, analyze, and resolve workplace friction points through targeted insights and actionable recommendations.
“
I have spent the past 3 months struggling to get executive buy in on our proposed department improvement plan, because i cannot present justifiable data that shows the ROI and impact if implemented.
HR Leader, Manufacturing Company
“
I feel like my voice isn’t really heard as i don’t see any changes in the processes within my department. Even though i have given several feedback and suggestions on what could be done differently.
Software Engineer, Mid Sized Company
“
My team is struggling and i don’t feel like i am doing my best as a manager. I’m not able to consolidate all of their feedback into actionable improvement plans because i do not have clear insights on things causing friction.
Team Lead, Customer Success Department
How might we provide a central solution enabling employees to give timely and useful feedback as well as empowering managers and HR leaders with the data and insights they need to develop and implement solutions with high ROI?
My Discovery Process
I personally led our initial research effort involving:
Competitive Analysis Matrix
I developed a detailed competitive analysis matrix evaluating existing solutions across several dimensions.
This analysis helped me identify the critical gaps in the market that our solution could address.
Key Insights I discovered
Through careful synthesis of all research data, I identified four key insights that were consistent across organizations:
Feedback FatigueEmployees were exhausted by lengthy surveys that yielded no visible outcomes
Trust GapA widespread perception that sharing honest feedback wouldn't lead to meaningful change
Visibility ProblemManagement lacked clear visibility into emerging issues before they became critical
Action ParalysisHR had data but struggled to translate it into prioritized, actionable insights
Meet The Users
Based on my research findings, I developed three primary user personas that represented stakeholders across various organizations:
Maya, The Employee
Mid Software Engineer, 2 years at INGKA
Raj, Engineering Manager
Engineering team lead, 42, managing 14 direct reports
Elena, HR Business Partner
HR professional, 37, supporting 300+ employees
Jobs to be done analysis
For each persona, I conducted a Jobs-to-be-Done analysis to identify functional, emotional, and social dimensions:
Maya, The Employee
Marketing Specialist, 2 years at INGKA
Raj, Engineering Manager
Engineering team lead, 42, managing 14 direct reports
Elena, HR Business Partner
HR professional, 37, supporting 300+ employees
FunctionalConvert feedback data into actionable insights.
EmotionalTrust that initiatives will deliver measurable impact
SocialGain credibility as a strategic business partner
Design Process
Based on the goals , painpoints and actions defined for the various user personas, i tailored my design process to ensure all of their individual needs are met.
Feature Priortization
After several meetings with fount key decision makers and stakeholders, I did a feature prioritisation vote on what would be the most feasible, valuable and revenue generating based on the business goals of the company at the stage we are.
Sketches & Ideations
After finalizing on the features to work on for our V1 solution, I facilitated an ideation workshop with key stakeholders for this project, to get their input on the journey , flow and ideal experience for our end users.
Attached below are screenshots from the results derived in Miro
User Flows
I laid out the user flows for the three user personas that I defined earlier.
Employee Flow
Manager Flow
HR Business Partner Flow
Design Solutions
After several iterations and feedback from the internal team and prospective users via user testing sessions, here are the design solutions i came up with for our V1 Solution.
User Testing & Iterations
I conducted usability tests on key interaction patterns with 18 employees across different departments and levels at INGKA, as well as internal stakeholders of the solution we were building plus 9 participants from other organizations.
Attached below are screenshots of transcripts from some of the user testing calls, the assumption matrix created to validate my design solution and a summary of the findings which helped refine my design solution. This data-driven approach significantly improved the final design.
Business Impact I Delivered
Results delivered After 12 months of platform use
Across Client Organizations
24%average reduction in employee turnover
$22Mestimated total savings in recruitment and onboarding costs
18%average increase in employee engagement scores
29%improvement in manager effectiveness ratings
User Adoption Metrics From My Design
81%average weekly participation rate in micro-surveys
91%of employees used the platform at least once monthly
74%of managers logged into their dashboard weekly
63%of identified friction points had associated action plans within 30 days
ROI Summary I Delivered For My Organization
$4.2M revenue in year one
$32,000customer acquisition cost per organization
$380,000customer lifetime value per organization
840%average client ROI
Near Term Roadmap I Proposed
Based on ongoing user feedback and performance data I collected, I identified several areas for evolution:
AI Business PartnerAn artificial intelligence agent helping managers and HR leaders identify friction points and 10x their productivity
Enterprise SSO OptionsSupporting complex enterprise security requirements
Integrations ExpansionConnecting with performance management and learning platforms
Industry specific modulesCreating deeper solutions for industries with high friction trends e.g manufacturing
Conclusion
Through my leadership, the platform transformed how organizations identify and address
workplace friction. By focusing on creating a frictionless feedback experience, delivering actionable
insights, and measuring tangible impact, I was able to create a scalable SaaS solution that delivered
impressive business results while meaningfully improving the employee experience across multiple
industries.
Through my careful user research, iterative design, and focus on measurable outcomes, This project
evolved from a concept to a mission-critical platform that continues to drive business value for dozens
of client organizations. Most importantly, my work restored employees' faith that their voices matter—
creating a virtuous cycle of feedback, action, and improvement.
This project demonstrates my ability to identify complex organizational problems, design intuitive user
experiences that address multiple stakeholder needs, and deliver solutions with significant business
impact. My leadership throughout the process ensured alignment between user needs and business
objectives, resulting in a product that continues to drive measurable value.
0-1 design solution of B2B enterprise tech solution helping businesses transform.
Going from $800k in attrition costs to $3M in revenue
Fount Saas
End to end B2B enterprise tech stack enabling businesses identify and solve friction within their organisation , empower their employees to do their best work, drive growth and 10x revenue.
As the sole designer on the team, I led the end to end design process for this solution. In collaboration with our head of product, product team and engineers. In a span of 5 months.
I aimed to address declining employee satisfaction and retention across various industries by creating a scalable system that would identify, analyze, and resolve workplace friction points through targeted insights and actionable recommendations.
“
I have spent the past 3 months struggling to get executive buy in on our proposed department improvement plan, because i cannot present justifiable data that shows the ROI and impact if implemented.
HR Leader, Manufacturing Company
“
I feel like my voice isn’t really heard as i don’t see any changes in the processes within my department. Even though i have given several feedback and suggestions on what could be done differently.
Software Engineer, Mid Sized Company
“
My team is struggling and i don’t feel like i am doing my best as a manager. I’m not able to consolidate all of their feedback into actionable improvement plans because i do not have clear insights on things causing friction.
Team Lead, Customer Success Department
How might we provide a central solution enabling employees to give timely and useful feedback as well as empowering managers and HR leaders with the data and insights they need to develop and implement solutions with high ROI?
My Discovery Process
I personally led our initial research effort involving:
Competitive Analysis Matrix
I developed a detailed competitive analysis matrix evaluating existing solutions across several dimensions.
This analysis helped me identify the critical gaps in the market that our solution could address.
Key Insights I discovered
Through careful synthesis of all research data, I identified four key insights that were consistent across organizations:
Feedback FatigueEmployees were exhausted by lengthy surveys that yielded no visible outcomes
Trust GapA widespread perception that sharing honest feedback wouldn't lead to meaningful change
Visibility ProblemManagement lacked clear visibility into emerging issues before they became critical
Action ParalysisHR had data but struggled to translate it into prioritized, actionable insights
Meet The Users
Based on my research findings, I developed three primary user personas that represented stakeholders across various organizations:
Maya, The Employee
Mid Software Engineer, 2 years at INGKA
"I've filled out so many surveys but never see anything change—why bother?"
GoalsBe heard, see that feedback leads to changes, minimal disruption to workflow.
PainpointsSurvey fatigue, skepticism about impact, fear of identification despite anonymity
promise.
Raj, Engineering Manager
Engineering team lead, 42, managing 14 direct reports
“I want to help my team, but I never know which issues are most important to tackle first.”
GoalsUnderstand team frustrations, prioritize issues
to address, demonstrate leadership
responsiveness.
PainpointsLimited visibility into team concerns, unclear action priorities, difficult to track
progress.
Elena, HR Business Partner
HR professional, 37, supporting 300+ employees
“We collect so much feedback but struggle to turn it into a clear story that drives decisions”
GoalsIdentify patterns across departments, provide actionable insights to leadership, measure
impact
PainpointsData overwhelm, difficulty connecting data points, challenge demonstrating ROI of
initiatives.
Jobs to be done analysis
For each persona, I conducted a Jobs-to-be-Done analysis to identify functional, emotional, and social dimensions:
Maya, The Employee
Marketing Specialist, 2 years at INGKA
FunctionalSubmit feedback quickly without disrupting workflow.
EmotionalFeel heard and valued by the organization.
SocialContribute to improving the workplace for all colleagues.
Raj, Engineering Manager
Engineering team lead, 42, managing 14 direct reports
FunctionalQuickly identify and address team pain points.
EmotionalFeel confident in understanding team needs.
SocialBe recognized as a responsive and effective leader.
Elena, HR Business Partner
HR professional, 37, supporting 300+ employees
FunctionalConvert feedback data into actionable insights.
EmotionalTrust that initiatives will deliver measurable impact
SocialGain credibility as a strategic business partner
Design Process
Based on the goals , painpoints and actions defined for the various user personas, i tailored my design process to ensure all of their individual needs are met.
Feature Priortization
After several meetings with fount key decision makers and stakeholders, I did a feature prioritisation vote on what would be the most feasible, valuable and revenue generating based on the business goals of the company at the stage we are.
Sketches & Ideations
After finalizing on the features to work on for our V1 solution, I facilitated an ideation workshop with key stakeholders for this project, to get their input on the journey , flow and ideal experience for our end users.
Attached below are screenshots from the results derived in Miro
User Flows
I laid out the user flows for the three user personas that I defined earlier.
Employee Flow
Manager Flow
HR Business Partner Flow
Design Solutions
After several iterations and feedback from the internal team and prospective users via user testing sessions, here are the design solutions i came up with for our V1 Solution.
User Testing & Iterations
I conducted usability tests on key interaction patterns with 18 employees across different departments and levels at INGKA, as well as internal stakeholders of the solution we were building plus 9 participants from other organizations.
Attached below are screenshots of transcripts from some of the user testing calls, the assumption matrix created to validate my design solution and a summary of the findings which helped refine my design solution. This data-driven approach significantly improved the final design.
Business Impact I Delivered
Results delivered After 12 months of platform use
Across Client Organizations
24%average reduction in employee turnover
$22Mestimated total savings in recruitment and onboarding costs
18%average increase in employee engagement scores
29%improvement in manager effectiveness ratings
User Adoption Metrics From My Design
81%average weekly participation rate in micro-surveys
91%of employees used the platform at least once monthly
74%of managers logged into their dashboard weekly
63%of identified friction points had associated action plans within 30 days
ROI Summary I Delivered For My Organization
$4.2M revenue in year one
$32,000customer acquisition cost per organization
$380,000customer lifetime value per organization
840%average client ROI
Near Term Roadmap I Proposed
Based on ongoing user feedback and performance data I collected, I identified several areas for evolution:
AI Business PartnerAn artificial intelligence agent helping managers and HR leaders identify friction points and 10x their productivity
Enterprise SSO OptionsSupporting complex enterprise security requirements
Integrations ExpansionConnecting with performance management and learning platforms
Industry specific modulesCreating deeper solutions for industries with high friction trends e.g manufacturing
Conclusion
Through my leadership, the platform transformed how organizations identify and address
workplace friction. By focusing on creating a frictionless feedback experience, delivering actionable
insights, and measuring tangible impact, I was able to create a scalable SaaS solution that delivered
impressive business results while meaningfully improving the employee experience across multiple
industries.
Through my careful user research, iterative design, and focus on measurable outcomes, This project
evolved from a concept to a mission-critical platform that continues to drive business value for dozens
of client organizations. Most importantly, my work restored employees' faith that their voices matter—
creating a virtuous cycle of feedback, action, and improvement.
This project demonstrates my ability to identify complex organizational problems, design intuitive user
experiences that address multiple stakeholder needs, and deliver solutions with significant business
impact. My leadership throughout the process ensured alignment between user needs and business
objectives, resulting in a product that continues to drive measurable value.