Turning Untapped Data into Actionable Insight
Role: Lead Designer
Scope: Information Architecture, Data Visualization, Redesign
Platform: Web / B2B SaaS
Overview
Sopro is a leading B2B lead generation agency that blends proprietary technology with human expertise to deliver high-quality sales opportunities. Their Premium Client Portal serves as the central place for 3,000+ global clients to track campaign performance, monitor prospect intent, and manage lead flows.
Our mission was to lead a comprehensive design overhaul of the core Company and Prospect interfaces as a part of the transitioning the portal from a legacy architecture to a high performance React based ecosystem.
The Challenge
While the Sopro portal offered deep data, internal discovery revealed a critical "Intelligence Gap" between data visibility and actionable sales strategy.
Operational Inefficiency
User interviews with sales agents showed that the portal was being bypassed. Users were forced into a high friction workflow, manually cross referencing LinkedIn, HubSpot, and Google data because the portal's information was poorly structured or missing.
Legacy Architecture Constraints
The existing portal operated on a rigid backend where the frontend and logic were tightly coupled. This resulted in slow load times and rigid UI components that prevented the implementation of dynamic, data heavy widgets.
Buried Data
High value leads and intent data were buried under routine status updates and different tabs. Users were missing high priority opportunities.
Key Bottlenecks
Analysis of the interface identified four critical UX flaws across the Prospect and Company modules that hindered efficiency:
Buried Data
High value leads and intent data were buried under routine status updates and different tabs. Users were missing high-priority opportunities.
Passive Activity Feeds
Feeds were surface level, without any behavioral insights. This missing context made it difficult for sales teams to tailor their outreach effectively.
Redundant Navigation
Side drawers and the "full" details pages offered almost identical, low-context data. This created a fragmented journey where the dedicated pages failed to add the strategic depth required for meaningful sales intelligence.
Disconnected Architecture& Data Gaps
Poor linking between individual leads and their parent accounts, compounded by the absence of critical account and contact data forced users to rely on manual external searches (e.g., Google or LinkedIn) to reconstruct context, creating significant workflow friction.
Discovery & Insights
To validate our hypothesis, we conducted deep dive interviews with a number of users. One specific insight served as our North Star:
"Users werent part of the portal at all
because it lacks context."
The Breakthrough
During our technical audit, we found out that most of the data users needed already existed in our databases. We discovered that Sopro’s databases were already capturing a lot of high fidelity data, but all this intelligence was hidden or scattered across disconnected and underutilized sections of the portal. I reframed the design challenge from data acquisition to data surfacing, shifting the focus from 'what's missing' to 'what already exists but isn't visible.
The Solution
We redesigned the Prospect and Company experience to function as a kind of sales intelligence dashboard. By prioritizing the surfacing of hidden data, we moved away from the redundant workflows in favor of a holistic, information-rich dashboard.
Context
We evolved an underutilized details page into a primary sales workspace by adding decision context and actual actionable insights.
Immediate Decision Context
Actionable Insight
Surfacing Sopro’s Data
We visualized all of the relevant data already present in Sopro's database:
Fixing the Blind Spots
To solve the navigational friction between the Prospects and Companies interfaces, I designed the Company Details section to sit directly inside the Prospect Details view rather than requiring navigation away, so users could get context without losing their place.
Intel at a Glance
Users can immediately view critical company data without ever leaving the prospect’s profile.
Seamless Deep Dive
Users can easily find their way to the Company Details page, ensuring more data is always reachable but never disruptive to the immediate flow.
Impact & Outcomes
This redesign lived in a live, client-facing part of the product used by both Sopro's internal sales teams and their external clients. We didn't have formal analytics for a before/after comparison, but we had direct signal from both sides.
Early feedback from the pilot group indicated a significant improvement in perceived value, with users noting that the interface finally felt functional and actionable for their daily sales workflows.
Internal adoption over avoidance
Sales agents had told us they bypassed the portal entirely, relying on LinkedIn, HubSpot, and Google instead. In pilot debriefs, they said they were now using the redesigned Prospect and Company views as their starting point.
Shipped and retained
The redesign became the foundation for Sopro's broader legacy-to-React migration
Client facing credibility
This is the same interface Sopro's clients use to check their own campaign performance. Surfacing previously buried lead and intent data meant clients could see a fuller picture of their own data, without needing to ask their account manager for context that already existed in the system. One client told us the surfaced intent data made them feel empowered to act on high-value leads directly — an early signal we see as a direction worth building on further, both for this feature and others.
Key Takeaway
In complex enterprise software, the highest-leverage design intervention is often not creating new features, but making existing data legible and accessible at the right moment.
Thanks for stopping by.
Turning Untapped Data into Actionable Insight
Role: Lead Designer
Scope: Information Architecture, Data Visualization, Redesign
Platform: Web / B2B SaaS
Overview
Sopro is a leading B2B lead generation agency that blends proprietary technology with human expertise to deliver high-quality sales opportunities. Their Premium Client Portal serves as the central place for 3,000+ global clients to track campaign performance, monitor prospect intent, and manage lead flows.
Our mission was to lead a comprehensive design overhaul of the core Company and Prospect interfaces as a part of the transitioning the portal from a legacy architecture to a high performance React based ecosystem.
The Challenge
While the Sopro portal offered deep data, internal discovery revealed a critical "Intelligence Gap" between data visibility and actionable sales strategy.
Buried Data
High value leads and intent data were buried under routine status updates and different tabs. Users were missing high priority opportunities.
Key Bottlenecks
Analysis of the interface identified four critical UX flaws across the Prospect and Company modules that hindered sales efficiency:
Buried Data
High value leads and intent data were buried under routine status updates and different tabs. Users were missing high priority opportunities.
Discovery & Insights
To validate our hypothesis, we conducted deep dive interviews with a number of users. One specific insight served as our North Star:
"Users werent part of the portal at all
because it lacks context."
The Breakthrough
During our technical audit, we found out that most of the data users needed already existed in our databases. We discovered that Sopro’s databases were already capturing a lot of high fidelity data, but all this intelligence was hidden or scattered across disconnected and underutilized sections of the portal. I reframed the design challenge from data acquisition to data surfacing, shifting the focus from 'what's missing' to 'what already exists but isn't visible.
The Solution
We redesigned the Prospect and Company experience to function as a kind of sales intelligence dashboard. By prioritizing the surfacing of hidden data, we moved away from the redundant workflows in favor of a holistic, information-rich dashboard.
Context
We evolved an underutilized details page into a primary sales workspace by adding decision context and actual actionable insights.
Immediate Decision Context
Actionable Insight
Surfacing Sopro’s Data
We visualized all of the relevant data already present in Sopro's database:
Fixing the Blind Spots
To solve the navigational friction between the Prospects and Companies interfaces, I designed the Company Details section to sit directly inside the Prospect Details view rather than requiring navigation away, so users could get context without losing their place.
Intel at a Glance
Users can immediately view critical company data without ever leaving the prospect’s profile.
Seamless Deep Dive
Users can easily find their way to the Company Details page, ensuring more data is always reachable but never disruptive to the immediate flow.
Impact & Outcomes
This redesign lived in a live, client-facing part of the product used by both Sopro's internal sales teams and their external clients. We didn't have formal analytics for a before/after comparison, but we had direct signal from both sides.
Early feedback from the pilot group indicated a significant improvement in perceived value, with users noting that the interface finally felt functional and actionable for their daily sales workflows.
Internal adoption over avoidance
Sales agents had told us they bypassed the portal entirely, relying on LinkedIn, HubSpot, and Google instead. In pilot debriefs, they said they were now using the redesigned Prospect and Company views as their starting point.
Shipped and retained
The redesign became the foundation for Sopro's broader legacy-to-React migration
Client facing credibility
This is the same interface Sopro's clients use to check their own campaign performance. Surfacing previously buried lead and intent data meant clients could see a fuller picture of their own data, without needing to ask their account manager for context that already existed in the system. One client told us the surfaced intent data made them feel empowered to act on high-value leads directly — an early signal we see as a direction worth building on further, both for this feature and others.
Key Takeaway
In complex enterprise software, the highest-leverage design intervention is often not creating new features, but making existing data legible and accessible at the right moment.
Thanks for stopping by.
Turning Untapped Data into Actionable Insight
Role: Lead Designer
Scope: Information Architecture, Data Visualization, Redesign
Platform: Web / B2B SaaS
Overview
Sopro is a leading B2B lead generation agency that blends proprietary technology with human expertise to deliver high-quality sales opportunities. Their Premium Client Portal serves as the central place for 3,000+ global clients to track campaign performance, monitor prospect intent, and manage lead flows.
Our mission was to lead a comprehensive design overhaul of the core Company and Prospect interfaces as a part of the transitioning the portal from a legacy architecture to a high performance React based ecosystem.
The Challenge
While the Sopro portal offered deep data, internal discovery revealed a critical "Intelligence Gap" between data visibility and actionable sales strategy.
Buried Data
High value leads and intent data were buried under routine status updates and different tabs. Users were missing high priority opportunities.
Discovery & Insights
To validate our hypothesis, we conducted deep dive interviews with a number of users. One specific insight served as our North Star:
"Users arent't using this part of the portal,
because it lacks context."
The Breakthrough
During our technical audit, we found out that most of the data users needed already existed in our databases. We discovered that Sopro’s databases were already capturing a lot of high fidelity data, but all this intelligence was hidden or scattered across disconnected and underutilized sections of the portal. I reframed the design challenge from data acquisition to data surfacing, shifting the focus from 'what's missing' to 'what already exists but isn't visible.
The Solution
We redesigned the Prospect and Company experience to function as a kind of sales intelligence dashboard. By prioritizing the surfacing of hidden data, we moved away from the redundant workflows in favor of a holistic, information-rich dashboard.
Context
We evolved an underutilized details page into a primary sales workspace by adding decision context and actual actionable insights.
Immediate Decision Context
Actionable Insight
Surfacing Sopro’s Data
We visualized all of the relevant data already present in Sopro's database:
Fixing the Blind Spots
To solve the navigational friction between the Prospects and Companies interfaces, I designed the Company Details section to sit directly inside the Prospect Details view rather than requiring navigation away, so users could get context without losing their place.
Intel at a Glance
Users can immediately view critical company data without ever leaving the prospect’s profile.
Seamless Deep Dive
Users can easily find their way to the Company Details page, ensuring more data is always reachable but never disruptive to the immediate flow.
Impact & Outcomes
This redesign lived in a live, client-facing part of the product used by both Sopro's internal sales teams and their external clients. We didn't have formal analytics for a before/after comparison, but we had direct signal from both sides.
Early feedback from the pilot group indicated a significant improvement in perceived value, with users noting that the interface finally felt functional and actionable for their daily sales workflows.
Internal adoption over avoidance
Sales agents had told us they bypassed the portal entirely, relying on LinkedIn, HubSpot, and Google instead. In pilot debriefs, they said they were now using the redesigned Prospect and Company views as their starting point.
Shipped and retained
The redesign became the foundation for Sopro's broader legacy-to-React migration
Client facing credibility
This is the same interface Sopro's clients use to check their own campaign performance. Surfacing previously buried lead and intent data meant clients could see a fuller picture of their own data, without needing to ask their account manager for context that already existed in the system. One client told us the surfaced intent data made them feel empowered to act on high-value leads directly — an early signal we see as a direction worth building on further, both for this feature and others.
Key Takeaway
In complex enterprise software, the highest-leverage design intervention is often not creating new features, but making existing data legible and accessible at the right moment.
Thanks for stopping by.