xto10x
Delivering scaling success for startups
Started by Flipkart founder Binny Bansal, xto10x aims to help startups scale. They started their journey focused on problems of employee and culture management in startups, with a suite of three products, each solving different problems.
Industry
B2B SaaS
Stage
Growth
Deliverables
Design Strategy, Interface Design,
UX Research, Prototyping, Usability Testing
The vision
Binny and team believed that startups will change the world. But, they also saw a recurring pattern—too many founders struggled to scale because they kept overlooking the hard things like organization design, culture, and people practices. xto10x aimed to equip founders with a systems-first approach to transform their scrappy startups into stable, thriving businesses.
The challenge
The newly acquired performance management product had come with a poor user experience and a flood of user complaints. Customers weren’t happy and churn was high—the team realised it needed an overhaul.
The solution
User research helped us identify the pain-points, and reimagine an efficient, user-friendly version of this product. We then prototyped and tested this version–which worked smoothly, reducing support tickets, churn, and increasing NPS scores.
Empowering Users to Navigate Their Own Experience
We redesigned the review process in a way where users were guided through the process from start to finish, but felt fully in control. Managers and employees could see the entire flow upfront, navigate freely between sections, revisit questions at any point, and review all answers before they clicked submit.
From Gut Feeling to Grounded Feedback
To reduce bias and support fairer evaluations, we equipped managers with rich, well-rounded context. This included objectives that were set, org values, employee self-evaluations, peer feedback, historical performance data, and development insights—empowering them to make informed, balanced decisions.
Removing Fear of Reviews by Improving Transparency
Performance reviews are often a source of stress—so we focused on reducing anxiety and building trust. By making the process more transparent, with clear steps, timelines and expectations, employees felt better prepared.
The final experience was visually approachable and thoughtfully designed to feel calm, not overwhelming.
Impact
Our redesign drove real results: fewer support tickets, happier clients, and a strong NPS uplift for the Reviews experience—across both employee and admin users. The new intuitive UI also saved the client resources: they could replace the elaborate live training sessions they used to provide with simple pre-recorded video instructions.