Turning Around NPS from -16 to 65 Through Strategic UX Modernization
FranConnect's NPS sat at -16 when I joined, threatening retention and platform credibility. I led the multi-year transformation that improved NPS to 65+, turning customer experience into a durable competitive advantage.
My Role
I led the customer experience transformation as a platform-level initiative anchored in user-centered design principles.
I was responsible for diagnosing root causes of negative sentiment through data and user research, setting UX and product strategy priorities based on actual user behavior rather than executive assumptions, establishing systems to sustain improvement over time, and aligning design, product, and engineering.
I championed a data-driven approach using Pendo analytics and NPS sentiment analysis to ensure we fixed real problems, not perceived executive opinions (HiPPO effect).
Challenges & Opportunities
Several systemic issues were contributing to declining user satisfaction and a negative NPS, revealing clear opportunities to improve:
Cognitive overload The platform had grown organically and was difficult to navigate, especially for infrequent or new users.
Workflow friction High-value tasks required too many steps, leading to frustration for multiple personas and heavy support dependence.
Delivery misalignment Features shipped quarterly without addressing issues customers cared about most, creating roadmap distrust.
These key factors compounded over time and drove the negative NPS.
My Approach
Reframed NPS as a Business System Metric
Tied UX improvements to retention and revenue, not design vanity metrics.
Established UX as Platform Infrastructure Audited high-friction areas and prioritized by frequency, criticality, and support burden.
Introduced the FC Design System
Accelerated our time-to-market by 3x, moving the dev team from quarterly to monthly releases.
Shifted to Continuous Value Delivery
Used Pendo analytics to guide incremental, customer-visible improvements.
Formalized Customer Feedback Loops
Created Customer Advisory Council, NPS surveys, and pre-release testing.
Execution & Implementation
My execution model worked as follows:
Simplified high-traffic workflows based on usage data and friction analysis
Reduced platform load times by 15%+ through performance audits
Removed outdated code paths and plugins to improve speed and reliability
Built the FC Design System to enable faster, consistent delivery
Tested changes with correctly targeted user personas before full rollout
Focused on removing friction, not trivial redesigns.
Results & Impact
NPS improved from -16 to 65+ over multiple years ( An average of 25):
Customer satisfaction increased approximately 25%
Support tickets decreased 15%
Feature adoption increased 30%
Franchise brands using FranConnect showed 44% higher growth compared to competitors
Improved retention and expansion drove incremental ARR
Most importantly, NPS improvement became durable, not episodic.
Why Work With Me?
I lead experience transformation at scale by diagnosing systemic issues behind customer dissatisfaction, aligning UX and delivery systems to business outcomes, and building mechanisms that sustain improvement over time.
I turn qualitative feedback into measurable, revenue-impacting results. Resulting in 4x ARR growth ($15M to $60M) at FranConnect.