Find out how Feeld – the dating app for open minded singles and couples, formerly known as 3nder – improved their efficiency using Pipefy to create and manage consistent processes.

1. CUSTOMER CASE STUDY:
FEELD
Customer Case Study - Pipefy Communication

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3. Case Information:
• Interviewee: Ana Kirova, Business Partner
• Company based in: London, United Kingdom
• Using Pipefy since: June, 2016

4. Table of Contents:
1. A bit about Feeld
2. Why did Feeld need Pipefy?
3. Feeld and Pipefy
4. How the story began
5. More than a Task Manager
6. Well structured processes
7. How Pipefy helped Feeld

5. Customer Case Study: Feeld
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.

6. A bit about Feeld:
Feeld is an online dating app for open minded people –
they’re proud to say they respect everyone’s right to
privacy and anonymity in order to allow their users to
explore their curiosity.
Previously known as 3nder, Feeld is mostly focused on
offering a safe harbour for all those seeking
unconventional relationships.

7. “Our perception of love evolves faster
than our society”
Feeld seeks to offer a place where people can explore their
sexuality away from social pressure.
Their head office is located in the United Kingdom where
a team of 10 people work 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 users from all over the
planet.

8. Why did Feeld need Pipefy?
Feeld’s team has grown in the years since it was founded:
most of the team is focused on app development but 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 the team grew, it
became harder to keep track of everyone’s tasks and
responsibilities - those tools didn’t offer the level of
management they needed.

9. Why did Feeld need Pipefy?
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.
Feeld is a self-managed organization in which every
person has the freedom to do what they want to do, but
that complicated things because “some people can’t focus
on the right things because they can’t see the context”.

10. Why did Feeld need Pipefy?
As the team – and the number of tasks – grew, people
realised they needed a tool that gave them the possibility
of assigning tasks and 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 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 it, it gives you an idea of how a process
could work, it gives you an alternative compared to your usual sort of
more organic process.

11. Feeld and Pipefy:
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 to make the whole organization more
scalable.
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.

12. How the story began:
After expanding the team to welcome a marketing
professional and an IOS developer, Feeld’s team surfaced
the need for organisation and suggested adopting an
agile tool.
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.

13. More than a task manager:
Feeld consulted with a Scrum master 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.

14. More than a task manager:
The Scrum Master told Feeld’s development team:
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.

15. Well structured processes:
After realising their need to structure and centralise their
processes, Ana points out the fact that:
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.
When they first saw Pipefy, they thought it was a regular
kanban management tool but Pipefy’s possibilities of
creating phases with specific rules was a game changer.

16. Well structured processes:
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 an 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 to anything anymore.

17. Implementing Pipefy:
Pipefy’s implementation at Feeld was fast: a little over a
week studying the 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 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.

18. How Pipefy helped Feeld:
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. 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.

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