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Pencil

Screenshot of the Pencil website

Pencil

★

Private feedback for shops and venues. I designed and built the platform: receipt-verified collection, aggregated analysis and AI-generated suggestions, Google review import, anonymous QR rewards, weekly reports to businesses. No public reviews.

Role
Designer & Developer
Year
2024
Open project

The project’s story

  1. In Pencil, feedback analysis starts from the very first arrival: every piece of feedback gets sentiment and tags even before the owner claims the business, so the history is already there when they do. Themes are grouped by concept, so the same theme in different words is counted once, and recurring ones come out with numbers you can reason about.

  2. With self-service sign-up, merchants create their own business on Pencil and choose their plan, without going through support. Every new business is checked by the staff before it is activated. Applicants receive the… Continue reading

  3. I added two comparison views to Pencil: on the dashboard, the “In città” card, which shows how the business ranks against similar ones in its area, and for franchisors a console with the network’s points of sale side by side, where those that receive no feedback stand out.

  4. I redesigned the Pencil dashboard with a plainer, printed-page style, and added a light/dark theme switch to every screen.

  5. Company comparison on Pencil now includes external reviews as well. When there is little data, it shows a lower confidence level.

  6. In Pencil we decided to use receipts to verify purchases before customers leave feedback. Customers upload a receipt and can share their experience within a time limit set by the venue. Feedback stays private, and the… Continue reading

  7. I refreshed the Pencil panel: it now shows data trends over time, a feedback funnel and the report closing cycle. The PDF export got a brand-new layout too, aligned with the brand style.

  8. I added weather data to Pencil’s business analytics dashboard, so you can match revenue and reviews against the weather on the day.

  9. I built Pencil’s rewards system: the venue decides what to offer in exchange for feedback, and every redemption request goes through a dedicated approval flow.

  10. The Pencil dashboard now analyzes feedback sentiment and, by crossing the data, suggests actions on the individual products sold. I also added the option to switch this analysis on or off item by item.

  11. In Pencil, feedback now starts entirely from the receipt, uploaded as a photo or PDF. The system recognizes the products, checks the purchase is real, and only then lets you leave your opinion and unlocks the rewards.