Case Study Timeline

1
Research & Discovery

Uncovering the Disconnect Crisis

Conducted stakeholder interviews and collaborated with data scientists to understand B2B data fragmentation challenges. Sales teams couldn't see marketing engagement; marketing couldn't track sales outcomes.

Key Research Insights:

  • Sales teams operated blind to inbound marketing activity
  • Marketing couldn't connect campaigns to revenue outcomes
  • Existing tools (Salesforce, Marketo) didn't communicate effectively
  • The "Customer 360" was a major unsolved enterprise challenge
Before: Fragmented B2B Data Landscape
MARKETING DATA
• Email opens
• Content downloads
• Website visits
• Campaign engagement
Marketo
❌
SALES DATA
• Contact records
• Call logs
• Deal pipeline
• Account notes
Salesforce
The Problem: Sales teams couldn't see that prospects had downloaded whitepapers. Marketing couldn't track which campaigns drove actual revenue.
2
Core UX Challenge

Demo-Ready Data Preparation

Enterprise data tools require complex rule builders – perfect for real data work, impossible for sales demos. Designed a toggle-based approach that could standardize prospect data in real-time while showcasing ML capabilities.

Strategic UX Decision:

  • Start with demo-optimized toggles for common standardization tasks
  • Design architecture to evolve toward full custom rule building
  • Hide complex ML processing behind simple, intuitive controls
  • Enable real-time data transformation during live presentations
Enterprise Reality: Complex Rule Builders
Complex enterprise data preparation interface
Standard data cleaning tools require extensive configuration—unusable for demos
My Solution: Demo-Ready Toggles
Wireframe of toggle-based standardization interface
Wireframe: Toggle-based approach for instant data standardization
Final Interface: Clean & Professional
Final toggle-based data standardization interface
Production design: One-click standardization that impressed enterprise prospects
3
Vision Communication

Customer 360° Proof of Concept

Created account view concepts demonstrating how unified data drives revenue for enterprise prospects. Demonstrated the "Customer 360" vision that became our core value proposition.

Concept Goals:

  • Visualize unified inbound + outbound customer data
  • Show complete account engagement timeline
  • Prove technical capabilities through design
  • Create investor presentation material
Individual Account Deep-Dive
Customer 360 individual account view
Complete customer journey visibility with engagement scoring and activity timeline
Enterprise Portfolio Analytics
Enterprise account portfolio view
Portfolio-level insights for account-based marketing and sales strategies
4
Design Evolution

Data Health Dashboard Redesign

The PM's wireframe was functionally complete but overwhelming. Redesigned the data health interface to prioritize actionable insights and visual hierarchy for marketing operations teams.

Design Improvements:

  • Simplified visual hierarchy with clear section separation
  • Actionable health score with trend visualization
  • Future-ready architecture for advanced data operations
PM's Original Wireframe
Product manager's data health wireframe
Functional but overwhelming—information without clear hierarchy
My User-Centered Redesign
Redesigned data health dashboard
Clean, actionable interface with clear visual hierarchy
Future Vision: Advanced Operations
Future data health interface concept
Show target health score, enable data enrichment for more complete coverage.