How do top brands collect and apply customer intelligence?

Here is how Itaú Unibanco, Atlassian, Petal Health, Breville, and Canva use the Dovetail customer intelligence platform to process unstructured data and shape their product roadmaps and strategies.

Itaú Unibanco collects an immense volume of qualitative customer data through in-house research and agency partnerships. Since 2022, the bank has used Dovetail to transform this intelligence into banking products and experiences. With over 2,000 projects produced annually, thousands of hours of data, and more than 1,000 users on the platform, Itaú Unibanco is democratizing customer intelligence across its organization.

Previously, processing this data was a manual, time-consuming task. By automating analysis, Dovetail has streamlined the bank’s research processes. This reduction in time spent on data analysis and reporting allows team members to dedicate more time to strategic thinking and execution.

This efficiency accelerates their roadmap, enabling the team to bring financial products to market faster. By centralizing all data in one platform, Itaú Unibanco ensures that customer understanding is embedded throughout the organization, rather than siloed in specific teams.

Atlassian uses its customer intelligence platform to build context efficiently, allowing teams to validate assumptions and make decisions quickly. The Dovetail customer intelligence platform acts as an AI partner, turning raw feedback into insights that help teams discover what customers need next.

At Atlassian, making product decisions backed by customer proof is a core value. When insights are shared, they reflect exactly what customers think and do. Centralizing this knowledge streamlines workflows and enables more teams to act on findings.

For example, one of Atlassian’s content designers quickly used Dovetail to share key customer research highlights with engineers. Seeing customers use the products firsthand ignited action in the engineering team, inspiring them to improve features without being asked. 

Their customer intelligence platform also facilitates collaboration amongst their designers, who use Dovetail’s canvas feature to debate findings, and group ideas, with AI making the process faster.

For Atlassian, speed isn't just about pushing products to market. It is about reducing the time it takes to build customer context and quickly testing assumptions about what to build next.

Breville uses Dovetail to ensure every product aligns with user needs. The team captures nuanced customer insights to refine designs and create products, such as their espresso machines, that are technically sophisticated yet intuitive. To cater to consumers ranging from novices to pro-users, Breville navigates the delicate line between automation and control, ensuring users feel empowered rather than overwhelmed.

Dovetail supports this by providing a central hub for all research data. It standardizes data categorization at scale and connects the team to insights, ensuring alignment.

The team credits user feedback—incorporated into every stage of the design process—as crucial for design excellence. Platforms like Dovetail manage this wealth of information, enabling Breville to identify patterns and trends. This continuous loop of research and refinement ensures that products remain exceptional.

Even successful products like Canva need generative customer intelligence to unlock new opportunities. Before Canva adopted Dovetail, designers and product managers conducted ad-hoc research, making it difficult to track past insights.

Canva's adoption of Dovetail was driven by the need for a central customer intelligence platform. With over 4,000 team members around the globe, more than 100 hours of customer data analyzed, and over 20 design researchers and other team members connecting through Dovetail, product teams now use it to store session recordings and transcripts, enabling quick tagging, theme identification, and analysis. New and existing team members can easily access previous projects by watching customer sessions or searching for specific terms. 

Product managers can review user quotes on topics like creativity and collaboration, while new designers can watch sessions to identify user struggles with existing flows. Content designers also benefit by quickly understanding user sentiment around messaging.

Video clips are highly valued by the Canva product team. Often, professionals won’t wait for a final report to share a clip; if the product team cannot observe a live session, a Dovetail link is sent via Slack. This enables real-time discussion about product implications.

The customer intelligence team creates templates and guides to support best practices. When designers and product managers conduct interviews, they use Dovetail to host, analyze, and identify themes. By breaking observations down to this level of granularity, anyone at Canva can see the full picture of their customer data to make smarter product decisions.

Petal Health’s mission is to transform patient care through online SaaS solutions, from appointment booking to scheduling for healthcare professionals.

Before Dovetail, research notes were scattered across tools like Confluence, SharePoint, and Excel. Analysis required the team to manually review hours of interviews, making centralization and meaningful conclusions difficult.

"It was everywhere," explains Clémentine, a researcher at Petal Health. "Nothing was really centralized. And for the analysis, it was also really difficult to just listen to everything and try to figure out what are the best things we can extract from all those meetings."

Petal Health uses Dovetail to bring structure to its insights. The team actively leverages AI features to enhance their process. AI-powered summaries and automatic highlights help users quickly identify main topics, while Clémentine uses AI insights as a sense-check to ensure she hasn't missed critical points in her own analysis.

Additionally, the Ask Dovetail and contextual chat features allow the team to quickly answer ad-hoc questions from across the organization, guiding stakeholders to relevant projects within their centralized repository.

By weaving real-time customer intelligence into the fabric of their daily workflows, Itaú Unibanco, Atlassian, Petal Health, Breville, and Canva ensure that every roadmap decision, feature update, and design choice is grounded in the only source of truth that matters: the customer’s reality.

Want to collect and apply customer intelligence in your organization? Try Dovetail today.