SMARTe (Sales Intelligence Tool)
Overview
SMARTe is a comprehensive sales intelligence platform designed to empower B2B sales teams with accurate contact data, advanced prospecting tools, and real-time data enrichment. As the lead product designer, I was tasked with completely redesigning the platform's user interface, creating a design system, and rebranding to align with current industry trends and user expectations.
Problem statement
The existing SMARTe platform, while functionally robust, suffered from an outdated and uninspiring user interface. This presented several challenges
Decreased user engagement due to an unintuitive and visually unappealing design
Difficulty in quickly accessing and utilizing the platform's wealth of data
Inconsistent user experience across different sections of the platform
Lack of modern features and interactions expected in contemporary B2B SaaS products
Brand perception issues stemming from the dated visual design
Our goal was to transform SMARTe into a cutting-edge, user-friendly platform that would not only meet but exceed the expectations of modern B2B sales professionals.
User Research and Insights
To inform our redesign, we conducted extensive user research, including:
User interviews with existing SMARTe customers
Competitive analysis of other sales intelligence platforms
Surveys of potential users in the B2B sales space
Key insights gathered:
Users valued quick access to relevant information but found the current interface cluttered
There was a strong desire for more visual data representation and analytics
Users wanted better filtering and search capabilities to find specific prospects
The ability to quickly export or act on data was crucial for workflow integration
Mobile accessibility was increasingly important for on-the-go sales professionals
Design Goals
Based on our research, we established the following design goals:
Create a clean, modern interface that enhances data visibility and accessibility
Implement an intuitive navigation system for effortless movement between platform sections
Design a flexible and powerful search and filtering system
Develop a cohesive design system to ensure consistency across all platform areas
Incorporate data visualization and analytics features to provide quick insights
Optimize the platform for both desktop and mobile use
Rebrand SMARTe with a fresh, professional visual identity
Design process
Information architecture
We restructured the platform's information architecture to create a more logical and efficient user flow:
Dashboard: Quick overview and access to key features
Discover: Advanced search and filtering for companies and contacts
Enrich: Data enrichment and management tools
List: Saved searches and custom lists
Exports: Manage and create data exports
Wireframing & Early prototype
We created low-fidelity wireframes to explore layout options and user flows. These were then developed into interactive prototypes for user testing and stakeholder feedback.
UI Design and Design System
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The final design, as seen in the provided screenshots, features
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Key Features
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Design Decisions
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Lessons Learned and Future Improvements
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