Find out how Feeld – the dating app for open minded singles and couples – improved their efficiency using Pipefy to create and manage consistent processes

We started to try to adapt a couple of tools […] and then Dimo found Pipefy and we immediately switched, basically. We’ve showed it to all the developers and everyone said thumbs up, which is quite an experience when all developers actually agree on a new tool.

Feeld is an online dating app for open minded people. Previously known as 3nder, they’re proud to say they respect everyone’s right to privacy and anonymity in order to allow their users to explore their curiosity.

Their mission says: “Our perception of love evolves faster than our society. […] you can explore your sexuality, away from social pressure.” and it’s mostly focused on offering a safe harbour for all those seeking unconventional relationships.

Their head office is located in the United Kingdom where a team of 10 people work since 2014 to build an innovative service. Ever since it was founded in 2014 by bulgarian born Dimo Trifonov, Feeld has grown impressively, attracting investments and thousands of different users from all over the planet.

Feeld and Pipefy:

As pointed out above, Feeld’s team has grown in the years since it was found: they’re currently a team of 10 and, even though most of them are focused on app development, they were looking for a way to improve their marketing processes and management within the company.

They grew accustomed to using simple task management tools to manage their tasks but, as their team grew, it became gradually harder to keep track of everyone’s tasks and responsibilities, mostly due to the fact that those tools didn’t offer the level of management they were lacking.

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According to Ana Kirova, business partner at Feeld: “We’ve used various tools for the management of the company before […] but at some point, as more and more developers joined, […] it started to become almost impossible to know what everyone was doing all the time and we were looking for a tool to help us”.

She claims Feeld is a self-managed organization in which every person has the freedom to do what they want to do, but that started to make things complicated because “some people can’t focus on the right things because they can’t see the context very well.”

As the team – and the number of tasks – grew, the people at Feeld realised they needed a tool that gave them the possibility of assigning the tasks, ensuring accountability while keeping the process transparent to all those involved.

Those little things that break the process when there’s no manager. […] When we found out about Pipefy […] we thought we didn’t really need a tool like that[…] we were both absolutely amazed of how clear everything is, how easy it is to set up. We really like the templates, how helpful they are: even if we don’t use a template, it kinda gives you an idea of how a process could work, it gives you an alternative compared to your usual sort of more organic process.

Currently, Feeld uses Pipefy to manage most of their core processes: software development, marketing requests, growth hacking, etc. Ana says that they’ve agreed they should follow a more structured system for working because it makes the whole organization more scalable as well.

Then again, that’s the beauty of your product: it gives you a base that you can subtly adjust so it fits with your process.

How the story began:

After expanding the team to welcome a marketing professional and an IOS developer, Feeld’s development team surfaced the need for organisation and suggested they adopting an agile tool.

customer case study 3nder pipefy

Ana explains the situation: “We’ve hired a marketing person and a new IOS developer and, as people become more comfortable in the organization, they start to give opinions[…]. The developers that started working with us kind of struggled with the hectic attitude we had towards new features […] it was literally hard to track the changes.”

They consulted with a Scrum master to have a better idea of the path they should follow and decided they needed a single tool that allowed them to centralize all their tasks and keep track of all their processes.

They’ve given a few simple task management tools a try before they realised they needed a tool that allowed them to structure the entire process as if it were a living organism – each process with its defined elements, intertwined with many other processes.

She (the scrum master) said: guys, you should focus on one place where all the tasks can be listed for the developers and you can track that list and let them use that app as their main source of information rather than random documents, random emails here and there or a whole slack conversation. When she said that, it was like a wake-up call […] we’ve always known it but we didn’t have time to pay attention to it.

After they’ve realised they needed to structure and centralise their processes, Ana points out the fact that they’ve “started to try to adapt a couple of tools […] and then Dimo found Pipefy and we immediately switched, basically. We’ve showed it to all the developers and everyone said thumbs up, which is quite an experience when all developers actually agree on a new tool”.

According to them, the fact that Pipefy allows the creation of phases with specific rules was a game changer. Ana said that, at first sight, when she first saw Pipefy, she thought it was a regular kanban management tool.

If you judge something by its looks, it looks similar to other tools I’ve seen before but when you actually go further into it you understand that there’s a depth that you’ve reached that you just can’t switch back to anything else.

Customization of the phases and fields is what Feeld loves most about Pipefy – they believe that having the ability to set defined phases helps clarify the process as a whole, resulting in increased productivity on all processes.

According to the business partner, “the fact that you’ve built and organism where different pipes have different phases and every phase has a specific rule […]. It’s just a level of perfection that is achieved with Pipefy that we haven’t seen with other tools. I just cannot compare it anymore to anything”.

Pipefy’s implementation at Feeld was fast: a little over a week studying our knowledge base and they were ready to migrate everything and say goodbye to all other tools. They’re currently using it on a daily basis, enjoying all available features including integrations via Zapier.

The Agile (software development process) has kind of became the developer’s heaven […] they all tweak it all the time, they all work with it, they’re really happy to have it because they can track everything in the same place.

On the improvements Pipefy brought to their workflows Ana points out:  “I think it’s a piece of art to create something that has such a big potential for all kinds of users to be able to adopt it and learn from it as well because you can learn from the tool you’ve created. It’s eased our processes a lot in terms of tracking and how we were arranging things […] every organization has its own pattern, it gives you a grip and it helps you a lot when arranging things on this grid in a way that you can understand the messages and the main things that need addressing immediately, things that don’t.”


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