The problem

Small and mid-sized businesses struggle to find niche or high-value prospects. Existing solutions have a steep learning curve, complex workflows, and offer little customization.

Goals

Our goal was to design a clear, intuitive flow for defining target audiences, setting up campaigns, and trusting automated outreach. The MVP needed to validate the product vision, reduce friction in core tasks, and show how tailored AI-powered prospecting can meaningfully support small business sales efforts.

Initial stakeholder interview

The objective was to clarify the product vision, business goals, expectations, and restrictions.

Business goals and pain points

The initial priority was to create a successful MVP to help secure funding to further build the platform and to land 1-3 clients as part of a testing phase.

Findings

Our early in-house version of the tool was a key reference in providing product insights. Securing funding is critical.

• Lack of in-depth research and analysis

• Campaign creation flow is critical

• Visuals must be polished for MVP

• Constraints: 1 month deadline to complete

Emergent goals

Clearly establish key user pain-points and needs. Conduct a competitive analysis. Establish the information architecture and core user flows. Design the interface in Figma and build a prototype to test.

User pain-points

Our target users are individuals working at small to medium-sized businesses. These are not sales people, and have other important tasks at the company.

• Limited time and resources

• Limited sales knowledge

• Difficulty in finding target customers

• Existing sales platforms have a learning curve and are not effective at finding niche prospects

Their needs

Our target users require an all-in-one platform to handle their sales process that addresses the following points:

• Automated discovery and outreach + custom search parameters for their industry and needs

• User-friendly and intuitive sales management

• Quickly launch and manage campaigns

• Clear and effective overview of sales process

Niche prospecting using custom parameters

The core function of our product is in aiding users to find niche and high-value prospects that otherwise would be very hard and time consuming. We achieve this via custom search parameters which are manually adjusted for each customer, taking into account their unique needs, industry, and target customers.

Findings → product features

Information Architecture

Sketches & ideation

I began sketching ideas for designs and flows which would address my findings. Campaign creation was the most critical part of the product and what I focused on most.

Sales campaign creation

The objective was to make this process as simple, concise, and clear as possible. The process is split into sections, visible in a progress bar.

Custom parameters

In the background, custom parameters and data have already been fed into the system. The user only has to modify campaign specific details.

Macro user flow - campaign creation

1. Target profile details

The user enters important details for prospecting.

2. Add products/services

Select an existing product/service or add a new one. This will be used for outreach.

3. Outreach properties

Tell the platform how to engage with prospects. View changes in a live preview message.

4. Campaign Settings

Finally, adjust campaign specific settings.