Salesgenie Dashboard Redesign

Left: Old Dashboard Design    Right: New Dashboard Design

Left: Old Dashboard Design    Right: New Dashboard Design


Salesgenie began as a SaaS platform that was limited to allowing users to search and download sales leads matching specific criteria. Since the platform merely offered data in downloadable format, users had little incentive to renew their subscriptions once all data had been downloaded.

To combat this issue, the platform’s strategy is shifting towards providing a comprehensive set of sales prospecting tools (data, email, direct mail, and CRM functionality) that allow a salesperson to find targeted leads AND work those leads through the sales funnel within a single service. Under this strategy, customers would use Salesgenie for all their sales prospecting needs, rather than downloading our data and subsequently using services offered by competitors.

The project to update the Salesgenie Dashboard was a step towards establishing this new value proposition with users, in addition to correcting certain usability problems along the way. If successful, the perception of Salesgenie would change from merely being a one-time data provider to a destination to perform sales prospecting activities on a frequent basis.



We sought to establish the underlying assumptions that guide the project.

Objectives / Problems to Solve

Discovery of Useful Features

Visibility of Activity

Removal of Confusing Elements

Reinforcement, success, circular workflow

Metrics of Performance (KPIs)

Customer Retention Rate

% of Users that try other services

Engagement (Active Users per Timeframe)

High Level Scope / Constraints

No new features or functional changes to existing features

Limited to display of information that is currently available

No updates to header navigation



Resilience to Variation in Packaging & Configurations

Existing Users & Workflows

Extensible Framework that can be tweaked without significant redesign


USER & Competitive Research


Job Mapping

Catalogue of discrete steps & goals of  sales acquisition process

Focus Groups & Interviews

Target Customers, Internal Stakeholders, Customer Service Reps


Sales Person, Sales Manager

Conceptual Models

Lead Management, Team Structures & Responsibilities, Workflow, and others

Competitive Analysis

Catalogue of feature offering from competitors

Log Analysis

Data to support hypotheses on lead management and engagement


Example of Deliverables

Key Insights

Users care about monitoring and tracking their progress

Would appreciate a way to correct problems in order to reach goals

Success = Meeting or exceeding quotas. Don’t want to set unrealistic quotas or expectations

Emotionally, selling is not just about meeting your quota, it’s about “Winning”

Many features go unused because users don’t know they exist

With so many features, users may not understand how they fit together to form a meaningful workflow

User Need & Market Validation


Weighted ordering of needs based on perceived value


Users would be willing to pay more for a service that gives them better predictability. to reach their sales quotas

High-Level Concepting & Brainstorming

Concept Refinement & Testing

Example: Wireframe Video Walkthrough

Example: Wireframe Video Walkthrough


Detailed Wireframes & Requirements

Visual Design

High Fidelity Prototype