sales-i - B2B Sales Intelligence

UX / UI Lead for AI SaaS platform

UX Strategy
UI Design
B2B
SaaS
AI / ML

Summary

What was delivered and how

Services

  • UX consultancy
  • DesignOps
  • UI design
  • Brand development

Deliverables

  • Product design strategy
  • Prototyping and high fidelity designs
  • DesignOps & tooling
  • Developed a maintained design system

Outcomes

  • Full redesign of the platform
  • Streamlined IA
  • Clearly defined core proposition
  • Positive User Reviews

sales-i

The B2B SAAS platform, sales-i, was facing a critical challenge, deteriorating technical infrastructure prompted the need for a strategic pivot to remain relevant and penetrate enterprise markets

UX Strategy

I led the formulation of a comprehensive user and product design strategy. This strategy aimed to overhaul the platform's user experience and interface while aligning it with the evolving needs of the Distribution, Networking, and Wholesale industries.

Enhanced User Experience

This not only revitalized the user experience but also brought it in line with modern design principles, making it more intuitive and user-friendly.

Through strategic UX/UI improvements, the platform underwent a complete makeover.

  • Updated information architecture
  • Streamlined and consolidated key features to reduce user friction
  • Introduced responsive design capability
  • Designed as a hybrid native application

Guided Selling

  • Clearly defined CTA's to sales intelligence
  • Clearly defined CTA's to customer interactions
  • One click access to sales insights

Sales Intelligence

  • Clearly defined CTA's to in-depth sales intelligence
  • Clearly defined CTA's to key outcomes
  • Beautified data to inform and empower sales teams

CRM

  • Clearly defined CTA's to key activities
  • Contextual signposting to enhance UX
  • Integrated, high impact sales intelligence

UI Improvements

I enhanced the UI of sales-i by implementing a streamlined and intuitive design language, reducing clutter, and emphasizing key functionalities for a more user-friendly experience. Additionally, I introduced clear visual cues and improved information hierarchy to guide users effectively through the platform, resulting in improved user engagement and satisfaction.

A complete redesign of the platform incorporating custom UI components and on-brand themes

  • Conducted a design audit to rationalise the problem
  • Introduced design ops tooling
  • Developed a maintained design system
  • Full redesign of the platform

Design System

I developed and maintained a design system for sales-i to drive visual consistency and accelerate development. It unifies our brand identity, fosters collaboration, and enables seamless adaptation to evolving design requirements, all contributing to an enhanced user experience.

Data Visualisation

  • Accessibility

    Strong definition between lines and shapes ensuring colour is not the only differentiating factor

  • Usability

    Emphasis on precision, displaying exact values and figures

  • Context

    Usage of RAG colour scheme to enhance UX and streamline the parsing of data

Data Mining

  • Accessibility

    Strong definition between lines and shapes ensuring colour is not the only differentiating factor

  • Usability

    Emphasis on precision, displaying exact values and figures

  • Context

    Usage of RAG colour scheme to enhance UX and streamline the parsing of data

Utility UI

  • Accessibility

    Strong definition between lines and shapes ensuring colour is not the only differentiating factor

  • Usability

    Emphasis on precision, displaying exact values and figures

  • Context

    Usage of RAG colour scheme to enhance UX and streamline the parsing of data

Integration of AI/ML

One of the central pillars of the approach was the integration of Artificial Intelligence (AI) and Machine Learning (ML) capabilities into the platform. This transformational step aimed to revolutionize sales intelligence by providing users with actionable insights and guided selling recommendations.

Cross-Functional Collaboration

I played a pivotal role in fostering a seamless collaboration between design and Agile development teams. I ensured that business stakeholders and end-users of the product were actively involved in the design and development process. Clear and consistent communication channels were established to gather insights and feedback iteratively.