UX Design for a complaint resolution platform

Project: No No No

Role: Product / UX Designer

No No No helps users resolve complaints by acting as a third party between customers and businesses.

The Challenge: As a newer platform, users were hesitant to believe the service was legitimate or effective. We discovered that users are 90% more likely to trust the service after they explore the business profile page (which includes business info, customer reviews, common complaints etc.) So I focused on ideating designs that help guide users to the business profile page seemlessly.

Make business profiles feel like a core feature, not a hidden outcome.

Decision: Add a global search in the header that directly routes to company profiles.

Reduced cognitive load

Matched user mental models (Google, Yelp, BBB)

Made trust accessible immediately

This became the fastest and most intuitive path to credibility.

Decision: Surface complaint categories as an exploratory entry point.

Clarified the scope of the service

Helped users self-qualify before committing

Naturally funneled users into business profiles

This reframed complaints as structured and resolvable, not chaotic.

Decision: Show businesses relevant to the user’s location.

Added personalization

Increased perceived legitimacy

Reinforced that the service was active and real

This worked best as a supporting element, not the primary path.

The final designs shifted the experience from:

“Do I trust this company?” to “I already see proof that this works.”

Business profiles became:

Easier to find

Easier to understand

Central to the product’s value

This project reinforced a core lesson in product design: credibility doesn’t always come from adding features.

By rethinking where and when users encountered trust signals, the product felt more transparent without increasing complexity. Sometimes design isn’t about creating something brand new, but rather rearranging existing building blocks to deliver greater value to the user.