Background & Problem
Our Data Was Amazing, Yet No One Could See It
Imagine being the head of marketing.
We had just launched a feature that would be an absolute game-changer for sales and marketing teams. I looked at the ways we could create a customer-facing tool that didn’t require a paywall and still allowed people to test drive the new Keyword Intent features.
of B2B marketers struggle to identify in-market accounts early
87%
Zero freemium options for public way to demo intent data
0
In contracts signed after launching In-Market Account Finder
$7M
Team
Head of Marketing
Marketing Manager
Product Manager
7 engineers
Product Designer (me)
My role
Qualitative Research
Conceptualization
Design
Usability testing
Dev handoff
Duration
1.5 months
But what is RollWorks?
RollWorks is sa B2B account-based marketing (ABM) platform that helps companies identify, target, and engage the right accounts through data-driven insights, advertising, and sales alignment to drive growth and revenue.
Homepage: get started here
Keyword Intent: find and engage all the accounts who are in-market (which I also designed previously)
Set your keywords
Focus Areas
Crafting the Ideal Workflow for Prospective RollWorks User
I designed a seamless workflow that guided prospects from entering keywords to instantly seeing valuable results. By simplifying steps and reducing friction, users experienced immediate value, sparking excitement and motivating them to engage deeper with the RollWorks full platform.
But we didn’t get it right away.
What’s In a Name
Keyword Intent data is hard enough to understand, so we needed to eliminate as much confusion as possible.
Buyer Builder was initially the name of the tool. It’s unclear from the name what the feature can do for you.
Legal Team Reqs Changed Everything
We could reveal the company names, yet if we were going to reveal any of the firmographic data, then we needed the user to agree to the terms set forth by the owner of the firmographic data.
Legal team said we couldn’t reveal firmographic data without user consenting to terms & conditions.
A Name That Says What It Does
Find all the companies who are already searching for you.
My recommended name, “In-Market Account Finder,” was unanimously adopted. It remains today for you to see: In-Market Account Finder.
Working Within Agreements With 3rd Party Data Providers
We could sequentially reveal more and more data to the user as she agreed with terms and conditions and then provided her contact details for sales outreach.
Obfuscating the firmographic data passed legal requirements.
A Design System for All Devices
I created a design system with reusable components that paired with engineering tokens.
New design system included fonts and spacing that accommodated mobile and tablet.
Case Closed 🔒
Key Takeaways
This project had it all—design sprints, tough conversations, and plenty of aha moments. Boiling it down wasn’t easy, but here are my biggest takeaways.
1. Great Design Drives Real Business Impact
Thoughtful UX isn’t just about usability — it can directly influence revenue. By simplifying complex data and showcasing value instantly, design became a catalyst for $7M in new contracts within the first month.
2. Bridging Teams Creates Breakthroughs
Aligning marketing, product, engineering, and legal required patience, education, and clear communication. By guiding non-technical teams through the design process, I turned misaligned expectations into a shared vision and a successful launch.
Marketing Managers Want to Reduce Discovery Time
They want to optimize quality of potential customers and the speed at which they can engage them.
Ideal Customers
Engaging Ideal Customers
Focus Areas
Let’s Surface Relevant Companies! Now!
All the designs oriented around delivering value within 15 seconds and to allow a CTA that connected a user to sales team.
Set your keywords and the firmographics of your ICP (Ideal Customer Profile).
See a list of companies who are already looking for what you are selling.
Book a call with a member of the RollWorks sales team.
Download your results and use them in your outreach.
Next Case Study
Onwards
Background & Problem
Our Data Was Amazing, Yet No One Could See It
Imagine being the head of marketing.
We had just launched a feature that would be an absolute game-changer for sales and marketing teams. I looked at the ways we could create a customer-facing tool that didn’t require a paywall and still allowed people to test drive the new Keyword Intent features.
of B2B marketers struggle to identify in-market accounts early
87%
Zero freemium options for public way to demo intent data
0
In contracts signed after launching In-Market Account Finder
$7M
Team
Head of Marketing
Marketing Manager
Product Manager
7 engineers
Product Designer (me)
My role
Qualitative Research
Conceptualization
Design
Usability testing
Dev handoff
Duration
1.5 months
But what is RollWorks?
RollWorks is sa B2B account-based marketing (ABM) platform that helps companies identify, target, and engage the right accounts through data-driven insights, advertising, and sales alignment to drive growth and revenue.
Homepage: get started here
Keyword Intent: find and engage all the accounts who are in-market (which I also designed previously)
Set your keywords
Focus Areas
Crafting the Ideal Workflow for Prospective RollWorks User
I designed a seamless workflow that guided prospects from entering keywords to instantly seeing valuable results. By simplifying steps and reducing friction, users experienced immediate value, sparking excitement and motivating them to engage deeper with the RollWorks full platform.
But we didn’t get it right away.
What’s In a Name
Keyword Intent data is hard enough to understand, so we needed to eliminate as much confusion as possible.
Buyer Builder was initially the name of the tool. It’s unclear from the name what the feature can do for you.
Legal Team Reqs Changed Everything
We could reveal the company names, yet if we were going to reveal any of the firmographic data, then we needed the user to agree to the terms set forth by the owner of the firmographic data.
Legal team said we couldn’t reveal firmographic data without user consenting to terms & conditions.
A Name That Says What It Does
Find all the companies who are already searching for you.
My recommended name, “In-Market Account Finder,” was unanimously adopted. It remains today for you to see: In-Market Account Finder.
Working Within Agreements With 3rd Party Data Providers
We could sequentially reveal more and more data to the user as she agreed with terms and conditions and then provided her contact details for sales outreach.
Obfuscating the firmographic data passed legal requirements.
A Design System for All Devices
I created a design system with reusable components that paired with engineering tokens.
New design system included fonts and spacing that accommodated mobile and tablet.
Case Closed 🔒
Key Takeaways
This project had it all—design sprints, tough conversations, and plenty of aha moments. Boiling it down wasn’t easy, but here are my biggest takeaways.
1. Great Design Drives Real Business Impact
Thoughtful UX isn’t just about usability — it can directly influence revenue. By simplifying complex data and showcasing value instantly, design became a catalyst for $7M in new contracts within the first month.
2. Bridging Teams Creates Breakthroughs
Aligning marketing, product, engineering, and legal required patience, education, and clear communication. By guiding non-technical teams through the design process, I turned misaligned expectations into a shared vision and a successful launch.
Marketing Managers Want to Reduce Discovery Time
They want to optimize quality of potential customers and the speed at which they can engage them.
Ideal Customers
Engaging Ideal Customers
Focus Areas
Let’s Surface Relevant Companies! Now!
All the designs oriented around delivering value within 15 seconds and to allow a CTA that connected a user to sales team.
Set your keywords and the firmographics of your ICP (Ideal Customer Profile).
See a list of companies who are already looking for what you are selling.
Download your results and use them in your outreach.
Book a call with a member of the RollWorks sales team.
Next Case Study
Onwards
Next Case Study
Onwards
Background & Problem
Our Data Was Amazing, Yet No One Could See It
Imagine being the head of marketing.
We had just launched a feature that would be an absolute game-changer for sales and marketing teams. I looked at the ways we could create a customer-facing tool that didn’t require a paywall and still allowed people to test drive the new Keyword Intent features.
of B2B marketers struggle to identify in-market accounts early
87%
Zero freemium options for public way to demo intent data
0
In contracts signed after launching In-Market Account Finder
$7M
Team
Head of Marketing
Marketing Manager
Product Manager
7 engineers
Product Designer (me)
My role
Qualitative Research
Conceptualization
Design
Usability testing
Dev handoff
Duration
1.5 months
But what is RollWorks?
RollWorks is sa B2B account-based marketing (ABM) platform that helps companies identify, target, and engage the right accounts through data-driven insights, advertising, and sales alignment to drive growth and revenue.
Homepage: get started here
Keyword Intent: find and engage all the accounts who are in-market (which I also designed previously)
Set your keywords
A Name That Says What It Does
Find all the companies who are already searching for you.
My recommended name, “In-Market Account Finder,” was unanimously adopted. It remains today for you to see: In-Market Account Finder.
Working Within Agreements With 3rd Party Data Providers
We could sequentially reveal more and more data to the user as she agreed with terms and conditions and then provided her contact details for sales outreach.
Obfuscating the firmographic data passed legal requirements.
A Design System for All Devices
I created a design system with reusable components that paired with engineering tokens.
New design system included fonts and spacing that accommodated mobile and tablet.
Case Closed 🔒
Key Takeaways
This project had it all—design sprints, tough conversations, and plenty of aha moments. Boiling it down wasn’t easy, but here are my biggest takeaways.
1. Great Design Drives Real Business Impact
Thoughtful UX isn’t just about usability — it can directly influence revenue. By simplifying complex data and showcasing value instantly, design became a catalyst for $7M in new contracts within the first month.
2. Bridging Teams Creates Breakthroughs
Aligning marketing, product, engineering, and legal required patience, education, and clear communication. By guiding non-technical teams through the design process, I turned misaligned expectations into a shared vision and a successful launch.
Marketing Managers Want to Reduce Discovery Time
They want to optimize quality of potential customers and the speed at which they can engage them.
Ideal Customers
Engaging Ideal Customers
Focus Areas
Let’s Surface Relevant Companies! Now!
All the designs oriented around delivering value within 15 seconds and to allow a CTA that connected a user to sales team.
Set your keywords and the firmographics of your ICP (Ideal Customer Profile).
See a list of companies who are already looking for what you are selling.
Download your results and use them in your outreach.
Book a call with a member of the RollWorks sales team.
Focus Areas
Crafting the Ideal Workflow for Prospective RollWorks User
I designed a seamless workflow that guided prospects from entering keywords to instantly seeing valuable results. By simplifying steps and reducing friction, users experienced immediate value, sparking excitement and motivating them to engage deeper with the RollWorks full platform.
But we didn’t get it right away.
What’s In a Name
Keyword Intent data is hard enough to understand, so we needed to eliminate as much confusion as possible.
Buyer Builder was initially the name of the tool. It’s unclear from the name what the feature can do for you.
Legal Team Reqs Changed Everything
We could reveal the company names, yet if we were going to reveal any of the firmographic data, then we needed the user to agree to the terms set forth by the owner of the firmographic data.
Legal team said we couldn’t reveal firmographic data without user consenting to terms & conditions.