Data Axle helps companies of all sizes to be more effective by making our data actionable. Offering data-rich sales enablement tools that combine sales, marketing, and analytics to help small to medium sized businesses find, reach, acquire and retain new customers. Data Axle also provide API's that integrate with Salesforce and Dynamics to give clients fast, flexible, and dependable access to our data. As VP of Product Design at Data Axle, I led the redesign of Data Axle Genie, a product tailored for businesses of all sizes.
Challenges
User experience issues hindered product engagement, causing a gap between capabilities and usage.
Confusing interface lacked intuitive guidance, reducing user satisfaction.
UX problems contributed to sales stagnation, impacting revenue growth.
Legacy technology limited innovation and addressing evolving user needs.
Inaccurate data undermined user trust and product value.
Worked without a dedicated design team, driving UX improvements independently.
Advocated for UX focus in a sales-driven culture to achieve long-term success.
Role & Responsibilities
Build and scale design team as the VP of Product Design
Manage a team of 8 fully remote Product Designers
Collaborate with the product and engineering team on a shared vision for success
Establish a design process and foster design culture
Advocate and lead researching efforts (Qualitative Data)
Plan product roadmap with VP of Product Management and Engineering
IMMEDIATE IMPACT
IMMEDIATE IMPACT
Workshops
During my time at Data Axle, I led a variety of workshops designed to drive innovation and enhance collaboration across teams. I conducted value proposition exercises for the marketing team, brainstorming sessions for the design team, and team-building and alignment workshops across multiple departments. These workshops were instrumental in unblocking team members, enabling quicker decision-making, and fostering an environment where experimentation with new ideas could thrive.
Design Focused
Leadership Alignment
RESEARCH
User Interviews
I initiated user interviews with some of our SMB clients to get a better understanding of how they used our products and what pain points they were experiencing with our Sales and Marketing services. We downloaded all of our notes by categorized them into pain points, behaviors, needs, goals, quotes, and ideas..
UNDERSTANDING CURRENT USER JOUNEY
MAPPING THE DESIRED USER JOUNEY
Process and Collaboration
Process and Collaboration
Once there was an understanding as to what projects to focus on, I championed the establishment of a design process that was aligned with the workflows of our product and engineering teams. I pushed for smoother collaboration by suggesting improvements to our process and emphasized transparency by inviting key stakeholders to access and comment on our design files. This approach ensured that there were no gaps in visibility, and frequent design reviews were held to maintain alignment and keep everyone on the same page.
Organization, Communication, Iteration
I ensured that all projects and files were organized for easy access, making it simple to discover and track any ongoing work by our designers. I also advocated for multiple iterations of new projects, encouraging thorough exploration of all possibilities during the initial design reviews.
Data Axle Genie Redesign
I spearheaded a comprehensive redesign of a web application, leading a team of six product designers. We conducted in-depth user interviews with existing and potential clients to understand their needs and challenges. Based on this feedback, we reimagined key aspects of the web app to make it more intuitive and engaging, particularly for new users, many of whom were small business owners with limited tech experience. The redesign was met with overwhelmingly positive feedback, both for its visual appeal and the enhanced overall user experience.
Wins
Room to improve