Kustra
An all-in-one CX platform that connects research, personas, and customer journey mapping in one unified tool — designed specifically for small to mid-sized businesses.
My Role
Full-stack development, UX research, product design, and CX strategy implementation.
Timeline
4 months from concept to beta launch (ongoing development and user testing).
Tech Stack
The Challenge
Most CX work happens across disconnected tools: research platforms are separate from journey mapping software, which is separate from persona builders. This fragmentation makes it nearly impossible to connect research findings to specific pain points in customer journeys.
Small to mid-sized businesses especially struggle to justify multiple expensive CX tools. Even when teams invest in separate platforms, there's no clear way to translate research insights into actionable journey improvements.
When a user reports a problem in research, it stays isolated in that research tool. Teams can't easily map it to the exact journey step where it occurs, making it hard to prioritize fixes or demonstrate the impact of CX work.
The Solution
Kustra unifies the entire CX workflow in one platform. Teams can conduct qualitative and quantitative research, create data-driven personas based on those findings, and map customer journeys where research insights are directly linked to specific touchpoints. When users report a problem in research, it's immediately visible at the exact journey step where it occurs — creating clear, evidence-based improvement opportunities.
Journey Mapping
Interactive editor for creating and visualizing customer journey maps with touchpoints, emotions, and pain points.
Persona Management
Create comprehensive, data-driven personas based on real user research and behavioral data.
Analytics & Insights
Generate actionable insights from both qualitative and quantitative customer data sources.
Research Tools
Integrated research project management and data collection capabilities for comprehensive UX research.
Platform Features
Explore some of the key features
Login
Secure authentication and onboarding
Beta Feedback
From 30+ beta testers across different roles and industries
Honestly, it's so much easier now. We used to have research findings in Google Docs, journey maps in Miro, and personas in another tool. Now I can actually see what users said right there on the journey map.
— Beta tester, UX Researcher
The fact that I can run a survey, build a persona from those results, and then link issues to journey steps... that's exactly what we needed. Still has some rough edges but the core idea is solid.
— Beta tester, Product Manager
We're a small team so we can't afford 3-4 different tools. This gives us most of what we need in one place. The research module could be more robust, but it's good enough for our needs.
— Beta tester, CX Lead
I like that it's built for smaller companies. Not overloaded with features we don't need. Journey mapping is pretty intuitive and linking research data directly to pain points saves us time in stakeholder meetings.
— Beta tester, Service Designer
Key Learnings
User-centric design is crucial: Building tools that CX professionals actually want to use requires deep understanding of their workflows and pain points.
Data integration is complex: Connecting disparate data sources while maintaining data integrity requires careful architecture and testing.
Iterative development pays off: Regular user testing and feedback loops helped shape features that truly address user needs.