Meet
Curt Baker
!
With more than 20 million users, FotMob receives a constant stream of user feedback across surveys, support channels, and reviews. Product Lead Curt Baker explains how Pilea Insights helps the team automatically analyze large volumes of feedback, identify recurring themes, and turn customer insights into faster, more confident product decisions.
When you serve more than 20 million football fans worldwide, feedback isn’t scarce - it’s overwhelming.
For Curt Baker, Product Lead at FotMob, reviewing user feedback once meant sitting in a café scrolling through thousands of survey responses in a spreadsheet. The next day would be spent building a deck to summarize what he had found and share it internally.
“It was a ton of legwork to get to a relatively small output,” Curt explains. “There’s value in reading everything. But you wade through a lot of low-value responses to get there.”
At that scale, deep analysis had to feel “worth it.” As a result, structured research only happened once or twice a year. Everything in between was either a quick gut check or a limited sample review - rarely fully representative of what users were actually experiencing.
That changed when FotMob began using Pilea Insights.
Instead of manually combing through thousands of responses, Curt now runs feedback through Pilea. Within minutes, he gets:
“It immediately gave me the picture of what was surfacing - and I could still go into the weeds when I wanted to.”
The key difference isn’t removing qualitative review. Curt still reads individual responses. The difference is reducing the time spent searching for signal in noise.
“Each research cycle now saves at least one to two full working days. More importantly, research is no longer an occasional effort - it’s continuous.”
By connecting Intercom to Pilea, FotMob now runs a weekly feedback rhythm. Instead of setting aside two or three days to manually review support tickets, Curt receives a structured summary that can be shared across the organization:
“We’re now doing something that basically wouldn’t have been possible before.”
Previously, reviewing all incoming feedback at FotMob’s scale would have required several days each week - and often didn’t happen. Now, trending issues are surfaced automatically, counted, and documented.
The impact is most visible in product decisions.
After a Friday release, FotMob might receive a wave of weekend feedback. Previously, determining whether something was truly an issue could take weeks of scattered signals. Now, within days, Curt can see whether a theme is gaining meaningful volume.
“Within two or three days of feedback, we can make a call.”
In roadmap discussions, he can show the top three highest-volume themes - backed by real user quotes and counts. That removes subjectivity and ensures decisions are grounded in verified insight.
For a product with millions of active users, the challenge isn’t collecting feedback - it’s making it trustworthy and actionable.
Pilea has enabled FotMob to:
“Even just having themes tagged and counted is something we’d never been able to do before.”
For Curt and the FotMob team, feedback is no longer a backlog of messages to sift through. It’s a continuously updated layer of insight - traceable, shared, and ready to inform the next decision.
We keep things light when it comes to sorting your feedback. When it comes to protecting your data? That's where we get serious.
Pilea is built in Norway 🇳🇴, hosted in the EU 🇪🇺 and scalable to product teams globally 🌍.
