Launching Sales Insights


2021

LinkedIn Sales Navigator helps millions of sales professionals find reputable leads and close deals. Although it excelled for people data, it fell short for account prioritization.

With Sales Insights, we needed to serve an entirely new type of user (Sales Ops) and update the existing enterprise design patterns.


What is LinkedIn Sales Insights?

LinkedIn Sales Insights helps Sales Operations prioritize accounts, territory plan, and manage CRMs.

Target users: sales operations or reps that build account books


What was my role?

I co-designed the GA launch of LSI with another designer. We worked with one PM and five engineers. 


What problems are
we solving?

LinkedIn is the best source for company data, but we didn’t give Sales Ops a way to access it.

Because we didn’t have a tool, thousands of web-scraping tools were profiting off of our data.  







Research



User research


(10 participants, 30min interviews)
 Nick (the other LSI designer) and I wanted to test usability, content design, and feature fit. 

I collaborated with user researchers to write our brief and PMs to weave our findings into our roadmap. 





What we found:

Example of participant screen



When building a company report, participants wanted a clearer way to create and filter by persona.

It wasn’t clear how to integrate other data sources into these reports, especially if participants just wanted to enrich an existing list of companies.



How we updated our product architecture:

 







Adapting LinkedIn design patterns



The challenge of large companies

At a large company, it can be difficult to improve components while maintaining system consistency. 

I worked with the Design System team to update side-rails, hover components, table items, etc. 

Here are a few examples:

 

Updating sidebars




Updating data tables






Updating map tab






Updating modals and hovercards


Note: Not directly comparable, but I wanted to showcase improved layout, hierarchy, and input fields 










It’s launch time!

After rounds of testing, we aligned on the fixes we wanted to make before launch and ones we could punt.

LSI launched in Spring of 2021.






Final designs



Quick note


All of my original LSI Figma files were tragically lost when I spilled coffee on my old laptop. Apologies for low-res images. 


Homepage


 


 

Reports table





Reports table >  Filter by geo





 

CRM hub






Results

Good reviews

 
Our first customers were stoked. Sales Navigator was an older, harder-to-navigate tool and LSI provided a fresh, focused interface.