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How 7 leading organizations use productboard to become more customer-driven

How 7 leading organizations use productboard to become more customer-driven

When it comes to building amazing products, the customer should always be the guiding factor behind decisions. But without a dedicated product management system where you can store, organize, and prioritize customer feedback, it can be difficult to understand what customers really need. 

With productboard, organizations worldwide now have a single place to collect and manage customer insights, allowing them to make better, more customer-driven decisions. 

Here are seven examples of how companies are using productboard to better align with their customers’ needs.

“Insights has been very helpful when new PMs onboard. They can see the challenges customers are facing, what the revenue team is saying, and can read feedback from prospects.” is an advanced integration platform that allows customers to connect the tools they use every day. With so many complicated integrations to manage, it’s critical that their product is as simple and user-friendly as possible.

Before discovering productboard,’s product lead Bella Renney struggled to untangle the web of feedback that was streaming in from customers. Today, productboard is an integral part of’s product management process, helping them leverage the power of deep customer insights to become more customer-driven.

Renney and her team use productboard’s Insights board to gather and store information from numerous different channels, such as Slack, Intercom, and Gmail. They also use productboard to record feedback from Sales and Customer Services, allowing a more joined-up, collaborative approach to communicating and solving customer problems.  


“With productboard, we have a single picture of the big initiatives we have as a company. And now with the Notes API, we have a single way for how we get feedback on the products we’re building.”

SumUp is a digital payment provider used by more than 2.5 million merchants across 33 countries. Like many companies, SumUp’s business was impacted overnight as a result of the COVID-19 crisis. But by using productboard, they were able to react quickly, entering new markets and delivering new products to meet customers’ rapidly changing needs. 

As Steven Luettig, Senior Product Manager, explains, there was a lot of pressure to get this right. “You only get one shot when it comes to launching new products and features. If you get it wrong, your customers are unlikely to come back and give it a second try.” His team needed to have confidence that they were building something that customers would use and enjoy. 

Using productboard’s Notes API, Luettig and his team were able to consolidate customer feedback from Salesforce into productboard, adding new insights in real-time. This helped them deliver three new products in 30 countries under tight time restrictions.

On top of this, with the company forced to go fully remote in response to the crisis, productboard helped the team stay aligned, giving them the confidence to make customer-driven product decisions no matter where they are based.


“Now, when we start doing discovery, we already know the customers we could reach out to. That has given our discovery efforts a huge lift.”

Lessonly’s software helps companies build better training programs, specifically for sales, support, and other customer-facing teams. 

Before discovering productboard, product manager Justin Kime and his team were drowning in feedback but had no practical way to organize it, let alone prioritize it. With insights scattered all over the place, it was too easy to make decisions based on the loudest opinions rather than on data or to miss the underlying need altogether. 

In his search for a tool to help him better understand and act on customer insights, Kine chose productboard because it aligned most closely with their guiding principle to put learners first. Along the way, they’ve learned that it’s much more than just a discovery tool.   

With all product feedback now easily accessible in productboard, Lessonly’s product team can see who requested what, then contact them once the discovery process begins. Closing the feedback loop this way not only makes the discovery process easier, but it also fosters stronger ties with customers.


“Whenever we want to make a decision about a feature, we have tons of customer feedback from different segments and different channels. So product managers can look at the product feedback in productboard and quickly make a good decision.”

SmartHR’s platform makes life easier for employees and employers, speeding up the time it takes to onboard new-starters and complete once-complicated HR processes. 

As Vice President of Product Marketing, one of Masaomi Takahashi’s key goals is delivering a product that users want. But with customer feedback piling up in spreadsheets, making sense of customer needs was a big challenge.

After making the transition from spreadsheets to productboard, Masaomi and his team could easily gather feedback from anywhere, label it according to the feature, customer segment, and customer impact, and reference it when making prioritization decisions. In simple terms, they were able to drive growth by understanding what customers need.

Sprout Social

“Just having all our user research and feedback in one place is a huge time-saver for us. Across the team, this saves hours of effort every day.”

In the early days of this popular social media management platform, feature requests were flooding in from all angles. It was up to Arnita Hayden, Director of Product, to take all these inputs and transform them into new features. But with insights spread across email, spreadsheets, or even lost in unrecorded conversations, this was no easy job. 

After trying various tools for idea management and road mapping with little success, she discovered productboard. Specifically, she was drawn to the Insights board, which provided her with a central place to collect customer insights and feedback. 

Today, productboard helps Hayden and her team keep track of customer feedback and feature requests, reroute the right insights to the right PMs, and prioritize requests based on their potential impact. This helps Sprout Social decide which features to build next to ensure they are delivering a product that customers will continue to love. 


CoConstruct, a software platform for custom homebuilders and remodelers, has always put the customer at the center of their product. But they haven’t always had a tool that allowed them to surface the right insights and guide decisions around what to build next.

When product designer Than Sidwell joined the company, notes from customer conversations were scattered across spreadsheets and Google docs, making them a nightmare to manage. As a result, the team often made product decisions based on gut instincts and memory rather than specific evidence. 

Than’s desire to take a more customer-driven approach to product decisions eventually led him to productboard. As a result, CoContruct’s product team has been able to completely rethink its feature research process, speed up delivery, and bring even more value to end-users.


“productboard is like a CRM but for all things product. It helps you collect everything PMs care about in one place and categorize it in a way that helps you make better product decisions.”

Envoy is transforming the way that offices handle deliveries and interact with visitors. In its early days, Envoy’s product team used a variety of tools to track feature ideas, but none of them allowed them to manage customer feedback effectively. 

As Wells Riley, Head of Product, recalls, “We were getting this great customer feedback, but we didn’t know what to do with it. It was too difficult to track which feature ideas came from which users and who needed what. No task management tool could help us answer the question: what should we build next?” Enter productboard. 

Now, Envoy’s product team is now able to prioritize feature ideas based on the number of requests, before analyzing feedback for top-ranked requests in more detail. According to Wells, this gives his team confidence that they’re building the right feature one that solves an underlying customer need.

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