Icebreaker, a clothing brand, was founded by Jeremy Moon after discovering merino wool in New Zealand in the 1990s. The company's first UX designer, Joshua Claassen, joined and found managing thousands of forms challenging. Icebreaker used Wufoo to collect customer feedback but struggled with exporting and formatting the data. This led to the team hearing from customers only once a month, if that. To solve this problem, Joshua discovered Zapier, which automates the process by sending customer comments directly to an Excel sheet and notifying the right people in their team chat app, enhancing how they discuss priorities and fix issues related to customer feedback.