Engage
Sales engagement platform for sellers to connect with prospects, automate multi-step email campaigns, manage communications at scale, and analyze results.
Role
UX/UI Manager
Industry
Sales Engagement
Duration
3 Years
Background
Engage was a project that marked my transition from hands-on to management, where I was fortunate to build a team around a new product idea. This was an opportunity to lead an end-to-end design from concept to a full fledged scalable platform, with a team that grew and expanded every year.
Business Context
Zoominfo sells data to Sales/Marketing teams, They use this data to reach out to potential buyers and use a variety of engagement tools on top of simple emails and phone calls to connect and manage those communications, such as Outreach, Frontspin, Salesloft etc’. The idea is to create a one stop shop for engaging with customers powered by Zoominfo data.
Why should we build it?
So users can work in one environment to do all sales related tasks instead of juggling multiple platforms and solutions
Upsell opportunities
Data coverage and personalization
Shorter Set-up time
One product/license that save money, time and hustle
Design Process
1. Kick-off: Defining goals, requirements, work assumptions, constraints and success metrics.
2. Mapping existing flows/User Research - Competitor analysis, How it exist Today? User feedback and analytics.
3. Solutions/Main workflows, Feature list and discussion.
4. UX Concept/Wireframes and prioritization.
5. High fidelity prototypes.
6. UX/UI Detailed design and handoff.
7. Design QA.
8. Measuring success
Goals
Make Zoominfo a hub for sales teams to engage with prospects, analyze results and optimize processes.
Create a world class sales engagement platform which our users use to do most of their daily tasks: send emails, call customers, automate email sequences and buy user data.
Constraints
Tight timeline, Mature market, New and small team.
Success metrics
Get at least 50% of our users to adopt our Engagement solutions.
Users import existing Zoominfo lists to Engage (80%).
Users integrate Saleforce with Engage (30%).
High NPS score (Above 50).
User Research / Map existing solutions
We conducted comprehensive user research to guide the design process for Engage. Through interviews with our internal sales team and discovery sessions we identified key user pain points, behavioral patterns, and feature preferences that helped us illustrate our users main workflows and sketch initial concepts.
Methods
Sales teams interviews.
Discovery group sessions.
Persona/Task Analysis.
Competitive analysis.
Key Insights
Pain points in managing multi-touch communication (Email/Calls/sms).
Workflow inefficiencies across CRMs and multiple tools.
Different types of sales reps and managers have different needs.
Background
Engage was a project that marked my transition from hands-on to management, where I was fortunate to build a team around a new product idea. This was an opportunity to lead an end-to-end design from concept to a full fledged scalable platform, with a team that grew and expanded every year.
Business Context
Zoominfo sells data to Sales/Marketing teams, They use this data to reach out to potential buyers and use a variety of engagement tools on top of simple emails and phone calls to connect and manage those communications, such as Outreach, Frontspin, Salesloft etc’. The idea is to create a one stop shop for engaging with customers powered by Zoominfo data.
Why should we build it?
So users can work in one environment to do all sales related tasks instead of juggling multiple platforms and solutions
Upsell opportunities
Data coverage and personalization
Shorter Set-up time
One product/license that save money, time and hustle
Design Process
1. Kick-off: Defining goals, requirements, work assumptions, constraints and success metrics.
2. Mapping existing flows/User Research - Competitor analysis, How it exist Today? User feedback and analytics.
3. Solutions/Main workflows, Feature list and discussion.
4. UX Concept/Wireframes and prioritization.
5. High fidelity prototypes.
6. UX/UI Detailed design and handoff.
7. Design QA.
8. Measuring success
Goals
Make Zoominfo a hub for sales teams to engage with prospects, analyze results and optimize processes.
Create a world class sales engagement platform which our users use to do most of their daily tasks: send emails, call customers, automate email sequences and buy user data.
Constraints
Tight timeline, Mature market, New and small team.
Success metrics
Get at least 50% of our users to adopt our Engagement solutions.
Users import existing Zoominfo lists to Engage (80%).
Users integrate Saleforce with Engage (30%).
High NPS score (Above 50).
User Research / Map existing solutions
We conducted comprehensive user research to guide the design process for Engage. Through interviews with our internal sales team and discovery sessions we identified key user pain points, behavioral patterns, and feature preferences that helped us illustrate our users main workflows and sketch initial concepts.
Methods
Sales teams interviews.
Discovery group sessions.
Persona/Task Analysis.
Competitive analysis.
Key Insights
Pain points in managing multi-touch communication (Email/Calls/sms).
Workflow inefficiencies across CRMs and multiple tools.
Different types of sales reps and managers have different needs.
Solutions & Main workflows
We came up with a list of ideas and solutions, mapped main workflows and discussed what will work best for the MVP. After careful consideration we defined the main building blocks of the platform and the Information Architecture.
High fidelity prototypes & UX/UI Detailed design handoff
At these stages each designer was leading a different area of focus or a category:
Engagement tools.
Sequences & Email Automation.
Homepage and Contact management.
Analytics & reporting.
User Settings and onboarding.
Our work process included:
Weekly group meetings.
Weekly 1-on-1's with me.
Individual meetings with stakeholders.
Worked in an agile environment, ensuring adaptability, flexibility and iterative process .
Scrum Teams efficiency - weekly deliverables, triad planning and collaboration
Autonomous work.
Solutions & Main workflows
We came up with a list of ideas and solutions, mapped main workflows and discussed what will work best for the MVP. After careful consideration we defined the main building blocks of the platform and the Information Architecture.
High fidelity prototypes & UX/UI Detailed design handoff
At these stages each designer was leading a different area of focus or a category:
Engagement tools.
Sequences & Email Automation.
Homepage and Contact management.
Analytics & reporting.
User Settings and onboarding.
Our work process included:
Weekly group meetings.
Weekly 1-on-1's with me.
Individual meetings with stakeholders.
Worked in an agile environment, ensuring adaptability, flexibility and iterative process .
Scrum Teams efficiency - weekly deliverables, triad planning and collaboration
Autonomous work.
Detailed design Materials
A Figma file (UI) with the full UI components in high fidelity.
A Figma file (UX) which focused on behaviour, actions and their effect on the system, edge cases, error handling and more.
A link to our component library which had all the button states, component descriptions, and dynamic interactions.
Measuring our Success
We used Amplitude and Tableau to measure our results, interviewed internal teams and got our customers to fill questionnaires and measure their satisfaction of the product.
Results & Business Impact (after a year)
Product launched successfully.
Contributed to 8-figure revenue growth. (About 10M first year 16M next year).
Increased ZoomInfo data usage across all the platforms.
Upselling 42% existing customers to use Engage features.
Adoption rate was growing positively but slower than we expected standing on 30%-40% in the end of the year.
NPS score around 40.
The bottom line
Reflections & Lessons Learned
We should get more focus earlier in the process and aim for less features and more quality MVP.
Introduce more testing to new features and see how we can do better.
We should make some adjustments and introduce improvements to our onboarding experience, and also fix some lagging and stability issues.
Go back and improve existing features before working on new ones.
Our users (Mostly Enterprise) missed an Account/Company overview to help them monitor and manage communications at scale with high volume of contacts from an account level perspective. (We introduced that in later versions)
What’s next?
After a few years of operation, we changed our strategy: We invested in improving our infrastructure and stability of Engage and at one point we decided to merge the engage product into our main platform with more focus on email engagement and AI.
Detailed design Materials
A Figma file (UI) with the full UI components in high fidelity.
A Figma file (UX) which focused on behaviour, actions and their effect on the system, edge cases, error handling and more.
A link to our component library which had all the button states, component descriptions, and dynamic interactions.
Measuring our Success
We used Amplitude and Tableau to measure our results, interviewed internal teams and got our customers to fill questionnaires and measure their satisfaction of the product.
Results & Business Impact (after a year)
Product launched successfully.
Contributed to 8-figure revenue growth. (About 10M first year 16M next year).
Increased ZoomInfo data usage across all the platforms.
Upselling 42% existing customers to use Engage features.
Adoption rate was growing positively but slower than we expected standing on 30%-40% in the end of the year.
NPS score around 40.
The bottom line
Reflections & Lessons Learned
We should get more focus earlier in the process and aim for less features and more quality MVP.
Introduce more testing to new features and see how we can do better.
We should make some adjustments and introduce improvements to our onboarding experience, and also fix some lagging and stability issues.
Go back and improve existing features before working on new ones.
Our users (Mostly Enterprise) missed an Account/Company overview to help them monitor and manage communications at scale with high volume of contacts from an account level perspective. (We introduced that in later versions)
What’s next?
After a few years of operation, we changed our strategy: We invested in improving our infrastructure and stability of Engage and at one point we decided to merge the engage product into our main platform with more focus on email engagement and AI.
Other projects
MarketingOS
MarketingOS is an ABM (Accounts based marketing) platform that helps businesses target and reach potential buyers.
ZoomInfo Platform (Legacy)
ZoomInfo is a B2B database and intelligence platform that provides companies with access to contact and company information, business engagement tools and more.
Design Leadership
My role as a leader is determined by my team success, achievements and hunger for winning.
