01
Clarify
Find the companies who are showing signals that they may be interested in what I sell.
In-Market Account Finder
RoleLead Product Designer
ScopeProduct strategy, UX design, prototyping, testing, launch
Try It,
Then Buy It.
I designed and shipped a zero-paywall, self-serve keyword intent tool that let prospective customers experience the value of RollWorks before committing to a contract.
Finished productIn-Market Account Finder
The impact
Let people experience the product before asking them to buy it.
87%of B2B marketers struggle to identify in-market accounts early
0Zero freemium options for public way to demo intent data
$7MIn contracts signed after launching In-Market Account Finder
01 — THE CHALLENGE
Why this needed to exist
The value was hidden behind the sale.
Prospective customers needed a clearer way to understand the value of intent data before signing a contract. The existing experience made that value difficult to experience firsthand.
The opportunity was to create a self-serve entry point: give people a useful taste of the product, help them discover in-market accounts, and make the value tangible.
02 — UNDERSTANDING THE WORK
Product thinking
Start with the user’s question, not the feature list.
The experience needed to answer a very simple question: “Which companies are showing signals that they may be interested in what I sell?”
That meant reducing setup friction, making filters easy to understand, and keeping the workflow focused on producing useful account results quickly.
02
Reduce friction
Remove unnecessary setup and guide the user toward meaningful account results as quickly as possible.
03
Prove value
Make the output useful enough that the product itself becomes part of the sales story.
03 — DEFINE THE AUDIENCE
Guided setup
Make sophisticated targeting feel simple.
The filtering experience translated complex audience criteria into a workflow that felt approachable, scannable, and easy to refine.
04 — GET STARTED
Entry state
A blank state should tell you what to do next.
Rather than leaving users in an empty screen, the starting experience created a clear path into building an audience and finding relevant accounts.
05 — SHOW THE VALUE
Results
The payoff had to be immediate and understandable.
Once the user completed the setup, the experience surfaced relevant accounts in a way that made the value of intent data tangible and actionable. It's good to know that NASA's total revenue is $15B if you are looking for companies in aerospace.
Account Finder
Results list
06 — TURN DATA INTO ACTION
Product detail
The result needed context, not just rows in a table.
The finished experience connected account results with enough supporting information to help the user understand why an account was worth attention.
07 — REWORKING THE BUILDER
Before and after
Keep the power. Lose the friction.
The underlying workflow had useful capabilities, but the original experience made them harder to understand than necessary. The hi-fi design simplified the visual feel while preserving the important controls.
Before
After
08 — CLOSE THE LOOP
Success state
Show people they’ve accomplished something.
The success moment reinforced completion, clarified what had happened, and gave the user a confident next step.
09 — RESPONSIVE EXPERIENCE
Across devices
The experience had to hold together beyond desktop.
The core hierarchy and workflow were designed to remain understandable across smaller screens rather than simply shrinking the desktop interface. Because new prospects weren't on their desktops; they were on mobile.
10 — FINAL EXPERIENCE
Shipped product
A clearer path from curiosity to product value.
The final experience gave prospects a way to discover useful accounts without first navigating a sales process, allowing the product itself to communicate its value and create new opportunities for using the full feature.
Outcome
The product became part of the sales experience.
$7Min contracts signed after launching In-Market Account Finder
60days within launch - $7M in contracts signed
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