Making Enterprise Sales
More Collaborative
Project Type & Involvement
Research, Analysis, Product Design,
Interaction Design, Design Systems,
User-testing.
Timeline
Jun 2021 - Aug 2022
Platform
Web
Overview
BuyerAssist is an enterprise SaaS platform helping sales teams streamline complex B2B deal cycles. Enterprise deals involve multiple stakeholders, long timelines, and disconnected buyer-seller communications. These gaps often cause deals to stall or, worse, fall apart.
Root Problem Identification
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Buyers and sellers are not aligned on deal stages, timelines, or expectations
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Sales teams lack clarity into buyer intent and stakeholder roles
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Internal sales orgs (legal, solutions, finance) struggle to stay in sync
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Generic sales playbooks don’t adapt to each account’s unique context
Key Stakeholder Needs:
At-Risk Deal Transformation Process:
Goal
Design a shared workspace for buyers and sellers that brings clarity, transparency, and accountability to the sales process.
The Mutual Success Plan would:
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Create alignment on next steps and milestones
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Build buyer trust through shared visibility
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Help sellers reduce deal friction and move faster
My Role As the Design Lead
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Worked directly with co-founders and sales leaders
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Led research, journey mapping, and ideation
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Built prototypes and tested with early enterprise customers
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Shaped UX strategy, system architecture, and final handoff
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Mentored a junior designer and collaborated with PM/engineering
Process
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Discovery: Conducted interviews with AEs, CSMs, and pilot customers
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Mapping: Visualized deal journey and internal collaboration pain points
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Concepts: Explored layouts for milestone tracking, task sharing, and stakeholder mapping
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Testing: Ran feedback loops with early users to simplify and refine UI
Final Solution
The Mutual Success Plan was a modular allowing:
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Sellers to outline key milestones, tasks, and responsibilities
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Buyers to track progress, add comments, and stay engaged
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Both sides to adapt the plan dynamically as the deal evolved
Design principles: simplicity, shareability, visibility, and CRM-native
Design Approach
Future Enhancement Roadmap:
Key Learnings to Share
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Sales tools must seamlessly integrate into existing sales processes to drive adoption
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Effective handoffs between AEs and AMs require structured documentation of customer goals
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Transforming at-risk deals requires clear alignment on what constitutes success
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Product design can directly impact revenue when focused on sales effectiveness
This project pushed me to design for dual-user outcomes: buyer experience and internal team efficiency. It also taught me how to collaborate deeply with cross-functional stakeholders and keep design simple even in a complex workflow.