Background

Rox is an AI-driven platform designed to increase outreach for enterprise-level sales team, specifically for account managers and account executives.

However, for a platform designed for speed and efficiency, people feel as if they are "wasting a lot of time trying to make sense of a tool rather than focusing on the task at hand."

Approach

Many issues stemmed from information overload and visual hierarchy that cluttered the interface, preventing many users from completing their most important tasks which is to send daily outreach.

I established three design goals to hit during the iteration phase: designing for necessity, designing for efficiency, and designing for clarity. This directly combats the issue of visual clutter and overstimulation due to having too many signals.

Future Scalability

During research, I discovered that tasks and emailing needs mobile support for the small subset of users who use Rox on their phone.

Right now, navigation and task completion can only be done comfortably on a laptop. In order to include everyone, I designed some mobile combatible interfaces for future proposals.

I also suggested building a small design system in order to avoid future designers and front-end engineers using deprecated colors.

Impact

For a product targeting speed and efficiency, after deprecating the old workflow and feature, outreach productivity has increased dramatically with the launch of new tasks and emailing features.

One account manager went from sending less than 10 emails daily to upwards for 40+ emails.