UX Case Study
UX Case Study
Signal targeting shouldn't be guesswork
Signal targeting shouldn't be guesswork
From broad signal targeting to precision metadata filtering — uncovering high-value prospects exactly when they’re ready to act.
From broad signal targeting to precision metadata filtering — uncovering high-value prospects exactly when they’re ready to act.
5x
Increase in signal usage (Projected)
500k
Potential deal closure
5x
Increase in signal usage (Projected)
500k
Potential deal closure
My Role
Product design & strategy
Duration
3 months (phase 1: 2 weeks)
Tools
Figma (handoff), Notion, V0.dev (prototype)
My Role
Product design & strategy
Duration
3 months (phase 1: 2 weeks)
Tools
Figma (handoff), Notion, V0.dev (prototype)
Discover
Discover
The Challenge we faced
SDRs were drowning in thousands of generic signals while missing the precise moments that mattered. Signal agents needed to be surgical, not shotgun.
The Problem
Sales teams find it difficult to manage multiple responsibility especially in small and medium size business updating multiple systems and keeping them in sync was proving to be difficult
Target Users
B2B sales professionals, account executives, and business development reps seeking to reduce effort to sync prospect data across system.
Business Goals
Reduce signal noise by 90%, increase prospect quality by 500%, and help SDRs act on opportunities before competitors do.
Competitive analysis
We set out to explore the opportunities we have in the current competitive landscape, the idea is to understand the current paradigm and positioning competitive solution
Features
Apollo.io
Unify
Commonroom
Signal targeting
Simple
Complex
Complex
Signal stacking
Simple
Complex
Simple
Intent tracking
Yes
Yes
Yes
Workflow automation
Yes, Complex
Yes, Complex
Yes, Simple
Signal agent
No
Yes
No
Opportunity
✅ Make Signal targeting more straightforward to set up.
✅ Automating the actions after a set of defined signal stacking has been met will lessen the sales team's efforts.
Key takeaway
Too many signals create noise
Being informed of all the changes in a list of prospects becomes noisy for sales team
Intelligent actions
Automating the actions taken after a set of defined signal stack has been met will reduce the efforts of the sales team
The Challenge we faced
SDRs were drowning in thousands of generic signals while missing the precise moments that mattered. Signal agents needed to be surgical, not shotgun.
The Problem
Sales teams find it difficult to manage multiple responsibility especially in small and medium size business updating multiple systems and keeping them in sync was proving to be difficult
Target Users
B2B sales professionals, account executives, and business development reps seeking to reduce effort to sync prospect data across system.
Business Goals
Reduce signal noise by 90%, increase prospect quality by 500%, and help SDRs act on opportunities before competitors do.
Competitive analysis
We set out to explore the opportunities we have in the current competitive landscape, the idea is to understand the current paradigm and positioning competitive solution
Features
Apollo.io
Unify
Commonroom
Signal targeting
Simple
Complex
Complex
Signal stacking
Simple
Complex
Simple
Intent tracking
Yes
Yes
Yes
Workflow automation
Yes, Complex
Yes, Complex
Yes, Simple
Signal agent
No
Yes
No
Opportunity
✅ Make Signal targeting more straightforward to set up.
✅ Automating the actions after a set of defined signal stacking has been met will lessen the sales team's efforts.
Key takeaway
Too many signals create noise
Being informed of all the changes in a list of prospects becomes noisy for sales team
Intelligent actions
Automating the actions taken after a set of defined signal stack has been met will reduce the efforts of the sales team
User feedback
I see lot of signals regarding my prospects but which one do I take action on? its overwhelming.
The time spent manually processing signals reduces my ability to have meaningful conversations with qualified leads.
It would be great if Firmable can automate the actions that is performed once a targeted signal is discovered
Digging though signals seems like a lot of effort and it take aways time from our sales team
User feedback
I see lot of signals regarding my prospects but which one do I take action on? its overwhelming.
The time spent manually processing signals reduces my ability to have meaningful conversations with qualified leads.
It would be great if Firmable can automate the actions that is performed once a targeted signal is discovered
Digging though signals seems like a lot of effort and it take aways time from our sales team
Design
Design
Key stakeholders
Suresh & Hari
Engineering Leads,
helping with technical feasibility
Dharini & Jhansi
Signal team, helping with their input on which signals to focus on
Leigh, Tara
Business team
Rowan
Customer success
Going beyond signal discovery
Here I am picking the creation flow alone to explain better the thoughts and ideas that went into finalising the design.
Conceptualisation using AI (V0.app)
The goal is to gather stakeholder feedback as early as possible in the design process, so we used tools like V0.app to enable rapid design iterations.
Exploring ways to configure signals
Users configure signals for their specific prospect lists rather than our entire database, ensuring they only receive relevant, actionable alert, but we need to go deeper than this.
Precise targeting of prospects activities reduces noise
The idea here is to make sure that the way we let users configure the signals are grounded in their jobs to be done and are contextual to how they would think about targeting the prospects based on meaningful meta data like job title, seniority and recency.
Define actions based on the signals targeted
Now that user has precise control over which prospects they are being alerted on the next step is to define what action they would like to take, starting with configuring how they would like to be notified and how they would update the CRM based on the relevance of the signal.
Key takeaway
Precision over volume
Signal agents should surface 3 perfect prospects, not 847 mediocre ones. Quality trumps quantity in sales.
Workflow automation in the context of sales
This is important as most of the competitors provide a generic workflow builder which has steep learning curve
Key stakeholders
Suresh & Hari
Engineering Leads,
helping with technical feasibility
Dharini & Jhansi
Signal team, helping with their input on which signals to focus on
Leigh, Tara
Business team
Rowan
Customer success
Going beyond signal discovery
Here I am picking the creation flow alone to explain better the thoughts and ideas that went into finalising the design.
Conceptualisation using AI (V0.app)
The goal is to gather stakeholder feedback as early as possible in the design process, so we used tools like V0.app to enable rapid design iterations.
Exploring ways to configure signals
Users configure signals for their specific prospect lists rather than our entire database, ensuring they only receive relevant, actionable alert, but we need to go deeper than this.
Precise targeting of prospects activities reduces noise
The idea here is to make sure that the way we let users configure the signals are grounded in their jobs to be done and are contextual to how they would think about targeting the prospects based on meaningful meta data like job title, seniority and recency.
Define actions based on the signals targeted
Now that user has precise control over which prospects they are being alerted on the next step is to define what action they would like to take, starting with configuring how they would like to be notified and how they would update the CRM based on the relevance of the signal.
Key takeaway
Precision over volume
Signal agents should surface 3 perfect prospects, not 847 mediocre ones. Quality trumps quantity in sales.
Workflow automation in the context of sales
This is important as most of the competitors provide a generic workflow builder which has steep learning curve
The Aha! moment
The Aha! moment
The sales team while testing had this to say - "The metadata targeting is simple and straightforward. We can now track 'Director of Sales Ops at 100-500 employee SaaS companies' instead of generic job alerts."
The sales team while testing had this to say - "The metadata targeting is simple and straightforward. We can now track 'Director of Sales Ops at 100-500 employee SaaS companies' instead of generic job alerts."
Design handoff
Design handoff
Next steps
Next steps
True agentic signals setup
The next step we were ideating is a true agentic signal setup, that fit better with our larger goal to transform Firmable into an agentic platform. We start exploring various designs in V0.dev.
My learnings
Its not about visibility but about clarity
Surfacing all the signals just create noise and doesn't solve users problem, helping user target better reduces noise and help sales team focus on the right prospects
Automation workflow should be simple to setup
While exploring different ideas there were conversations building a advanced rule builder and workflow builder but grounding the conversation around Jobs to be done for the sales team helped us anchor the solution.
True agentic signals setup
The next step we were ideating is a true agentic signal setup, that fit better with our larger goal to transform Firmable into an agentic platform. We start exploring various designs in V0.dev.
My learnings
Its not about visibility but about clarity
Surfacing all the signals just create noise and doesn't solve users problem, helping user target better reduces noise and help sales team focus on the right prospects
Automation workflow should be simple to setup
While exploring different ideas there were conversations building a advanced rule builder and workflow builder but grounding the conversation around Jobs to be done for the sales team helped us anchor the solution.