Automating Sales Prospecting at Touch
Touch, a Techstars backed startup, harnesses AI to streamline manual research for Account Executives. We implemented machine learning to enhance lead accuracy and efficiency, significantly elevating productivity. This case study delves into our AI-driven approach that transformed sales prospecting.
Key achievements
Enhanced User Satisfaction: Iterative design improvements led to a 410% month-over-month surge in app engagement.
Funding Success: Directed the design of an MVP that helped a company to secure pre-seed funding.
Techstars Recognition: Designed MVP which played an important role in the company's acceptance into the Techstars New York City accelerator, an elite program with a 1% acceptance rate, underscoring the standout potential of our product design.
User-Centered Research
Conducted comprehensive interviews with Account Executives from industry leaders like Google, Oracle, and Brex to map out the sales prospecting landscape.
Identified key user frustrations and time sinks through empathetic user research and field studies.
Data-Driven Problem Identification
Applied analytics to CRM usage patterns to pinpoint inefficiencies and areas where design intervention could yield substantial time savings.
Integrated feedback loops and AI analysis tools to transform qualitative insights into actionable design objectives.
Strategy
Designed a user interface that seamlessly integrates with machine learning models to offer real-time, data-enriched customer insights, minimizing manual data entry and research time.
Discovery and Strategy
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Account Executive
“I spend so much time searching companies that would fit within my territory then searching my CRM to see if somebody else is working the account or not...”
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Account Executive
“A lot of the work is scrubbing the CRM to really find the right accounts... updating all the data, right? Email addresses, website, physical location, addresses.”
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VP Sales
“The problem with SDRs is that they're really young, it's their first job, they don't really know what they're doing... they don't check for duplicate accounts.”
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Account Executive
“So talking about personalization, we've been doing it manually... we spend a lot of time on personalization... exciting news that they've been posting, any new product the company has launched.”
User-Centric Iterations
Initiated with a baseline usability test, which highlighted a issues, prompting the first design iteration.
The second iteration focused on simplifying navigation, which decreased task failure rates.
Real-World Feedback Application
Continuous user engagement sessions, like the one with Synthesized's VP of Sales, provided real-world insights that directly informed design tweaks.
Metrics-Driven Refinements
Subsequent tests showed a reduction in time-to-completion for key tasks, leading to a more streamlined user flow in the third iteration.
By the fourth iteration, we achieved a user satisfaction score increase, with near-zero task failure rates.
The Problem
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Time-Consuming Research
2+ Hours daily: Account Executives engage in over two hours of manual research daily to identify leads, a process ripe for optimization.
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Personalized Outreach Challenge
20+ Hours for 100 Emails: Account Executives engage in over two hours of manual research daily to identify leads, a process ripe for optimization.
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Potential Revenue Impact
$700B Lost Annually: These inefficiencies lead to a substantial loss in potential revenue, rising the need for an automated solution.
User Testing: The Path to Iterative Design
User testing session with Synthesized’s VP Sales
My Multifaceted Role at Touch
Pioneering UX design, I fostered AI innovation alongside Engineers, CTO, and CEO, enhancing sales prospecting through cross-functional collaboration.
Strategic Design Leadership
Cross-functional Teamwork
Pioneering AI & ML Solutions via UX
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Increase revenue pipeline for sales teams in B2B Technology companies
Main goal
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BDR/SDR
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Account Executive
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VP Sale/CRO
Pains
Time consuming research
CAN-SPAM policy violation
Domain blocking
Low reply and open rates
Pains
Time consuming research
Double check oof SDR/BDR work
Outreach taking a lot of time
Sales goals
Pains
High-cost sales team
Revenue goals are not achieved
Buyers and Users
Buyer
User
Let’s check out few screens
In our first date we ask several questions to learn more about our customer!
On the home screen user can access to Contacts lists created by Touch
All contacts lists are created based on analyzed data from sources like customer’s CRM
Inside the lists customer’s can find contacts of ideal customers
Based on data about contacts and customer, app can create personalized email
User can track sent emails status, such as opens, clicks, bounces
Thank you for reading until this moment!