A customer-feedback platform, built end to end

Most feedback never gets given — the form is too long, the moment has passed. feeba.me set out to make it take seconds: scan a code or open a page, rate a business or an event, done. Toobler built the product end to end — the web app, the APIs behind it, the analytics the business owner reads, and the infrastructure it all runs on.

Customer and context

feeba.me is a customer-feedback platform — a fast way for people to rate and review a business or an event, and for that business to see what its customers actually think. The whole design goal was speed and low friction: give feedback from the web or a quick QR scan, in seconds, in your own language. Toobler was the engineering partner that built it across roughly ten sprints — the front end, the REST APIs, the analytics, the integrations and the cloud infrastructure.

The challenge

Making feedback effortless is harder to engineer than it sounds:

• Giving feedback has to be near-instant. Every extra step loses a response, so capture had to work from a QR scan or a single page, with social login instead of a sign-up wall.
• The business has to make sense of it. Raw responses aren’t useful — owners needed an analytics view that turns feedback into something they can read at a glance.
• It had to work in many languages. Not just translated screens — categories, tags and content all had to be language-aware, managed centrally.
• It had to spread. Feedback and businesses needed to be findable and shareable, tied into the social platforms people already use.

The solution

Fast feedback capture. Rate and review businesses and events, answer question-based prompts, and organize everything with tags and categories — the core loop, built for speed.

QR-code capture. Toobler built QR generation for several contexts — location, event, question and analytics — plus an in-web reader, so a scan drops someone straight into giving feedback.

An analytics dashboard. Business owners get charts and date-range filters over their feedback — a detailed view that makes responses actionable.

Multi-language throughout. Internationalization runs from the data model up: per-user language, an admin surface to manage and add languages, and translated categories, tags and static content.

Social login and sharing. Facebook, Twitter and Google+ for frictionless sign-in and for spreading feedback — including a dedicated share page with vanity short URLs and Twitter cards.

Built on a real stack. A Backbone.js single-page front end over a PHP and Node.js back end, REST APIs throughout, Redis, and AWS for image storage and transactional email — a complete, cloud-hosted web product.

Engineering worth naming

This was full-lifecycle product engineering, not a one-off build: ten sprints of work taking feeba.me from concept to a running SaaS.

• A single-page front end.
• An API-driven PHP/Node back end.
• Internationalization designed in rather than bolted on.
• QR capture.
• An analytics dashboard.
• Social integrations.
• AWS infrastructure.

The kind of end-to-end ownership a product company needs from an engineering partner.