What DIALD does today
DIALD is a customer research company for brands that grow through paid ads. We call their customers, shortly after purchase and months later, and find out why they bought, what they almost bought instead, why they came back, and why they didn’t. Trained interviewers run the calls. Analysts turn the transcripts into hooks, angles, avatars and funnel fixes that the brand’s creative team ships the same week.
We run this playbook for leading ecommerce brands with more than $150M in combined monthly revenue. The founders built it for their own brand first, and it is the method that took that brand to one million dollars a day in sales.
What we are building
Phone calls were the beginning. We are now building the interview as software.
A customer, or a panelist who matches the brand’s buyer but has never heard of them, opens a link on their phone. They see the brand’s real ad, product page, checkout, email or packaging. They tap the moment they stopped scrolling, the second they stopped believing, the line that made them click. A trained interviewer, and soon an AI interviewer, asks the follow-up questions in real time. Every tap is stamped to the second and joined to the order, the ad spend, and whether the customer came back at 30, 60 and 90 days.
Around that sit the tools the business runs on: the guide builder that turns a brand’s question into an interview, the caller view our interviewers work in, the quality gate that decides whether an interview is good enough to count, the dispatcher that paces thousands of invites a month against live interviewer capacity, and the report that lands on a founder’s desk every Friday with three things to change on Monday.
Why
Every brand that grows on Meta lives from one winning ad to the next, and the next one is a guess. Surveys get ignored. Dashboards say what happened, never why. The only thing that works is a real conversation with a real buyer, and until now that has been too slow and too expensive to do at scale. We are making it fast, cheap and repeatable, and putting the ad itself on the customer’s screen so they react instead of remember.
Who we serve
Ecommerce and consumer brands first, where it already works. Then info products and coaching, SaaS and consumer apps, services and lead-gen, and marketplaces and fintech. Anyone who spends money to acquire customers online and wants to know what those customers are thinking.
The role
You will design the product our interviewers, analysts, brands and their customers use every day. That means four surfaces, each with a different user and a different job:
- The customer screen. A stranger on a phone, ten minutes, no training. It has to feel like a conversation, not a survey, and never make them wait.
- The caller view. An interviewer running back-to-back sessions, with the guide, the customer’s screen and their notes in one place.
- The brand platform. A founder or CMO uploading assets, building a study with our team, reading the Friday report and acting on it in minutes.
- The ops tools. The queue, the dashboard, the quality review, built for a pod lead watching five numbers all day.
Day to day you will run user research on our own users, which you will find we take seriously, define the journeys, wireframe and prototype, refine from feedback and data, build and hold the design system, and present your reasoning to engineers, analysts, interviewers and the founders.
What we need
- Design Thinking and UX principles applied to real, messy problems.
- Strong user research: planning studies, running interviews and tests, turning findings into decisions. You will be researching the people who do research.
- Clean, consistent visual design, and the ability to build and maintain a design system.
- Fast prototyping in modern tools, iterate and validate in days.
- Experience working alongside product, engineering and marketing at speed.
- Clear communication of design decisions to technical and non-technical people.
- Digital product design experience. Ecommerce, marketing or analytics products are a plus.
- A degree in Design, HCI or related, or the equivalent in shipped work.
The product is in build, the first screens are being tested on live brands, and the team is small. The interfaces you design in the next six months are the interfaces this company runs on. You will work directly with the founders in London and with a remote team of fifty across Europe and the US.
