Seamless.AI

A lead generation SaaS company that provides sales professionals with accurate contact information and company insights.

Prototype

Seamless.AI is a SaaS web application that helps sales and marketers to quickly and efficiently generate qualified leads.
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They provide a Real-time search engine to find accurate contact information using the power of Artificial Intelligence.

Business Requirements

1. Streamline Onboarding experience.
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2. Streamline User Flow & Improving the UI for a better experience.

3. Mobile experience.

Our Approaches

  • Competitive Feature Analysis
  • User Interviews (Target/Existing users)
  • Usability testing on current software
  • Feature Prioritization for MVP
  • Created prototypes for iterative testing and modify based on users feedbacks.​

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Market & User Research

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Competitive Analysis

Seamless.AI has most of the features among competitors in the space.
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 While there are some features we could add, we wanted to ensure that these features were actually needed by users and we validated them base on user research.

User Interviews

we started to talk to users and really listen to them.

Target users

  • Individuals who have experience working in a Sales role for a range of 4 - 10+ years
  • Industries ranging from Banking, Media, Tech and SaaS sales

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Seamless.AI users

  • We interviewed 10 Seamless.AI users who had been integrated it into their workflow

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Gather User Insights

After user interviews, we synthesized the information and translated these the key user insights into "I " statement, which helped us define what our users' want and needs.

"I need the right correct information quickly"
"I need to know if the contact is accurate"
"I skip tutorials most of the time. only if when I NEED it "
"I would only use for a quick check for the contacts on mobile"
"I want to share the info with my team"

Learnings from the user interview

Time is Money

Time is money, and they what to know the info and best practice FAST

Teamwork is KEY

Team function was asked by many. Users want to share their lads among the teams

Accuracy

They often are not sure which information is correct or outdated

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Persona

A guide to ensure we were designing for the right users.
Once we had a clear direction on what users; need, we started to test how our current software is serving them. We conducted a usability test with 3 tasks:

Usability Testing on the current software

1. Complete onboarding process

Most of the users felt like it was very long and clicked through in a frustrated manner.
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Completed the task but felt like the process was very repetitive and unclear.

2. User to find and Save a company

Most users were getting frustrated by the search bar because if they misspelled, the result would not show.

3. User to find and Save a contact

All of the users were frustrated by having to click twice “find” and then “view” to reveal contact information.  (first, click to deduct credits and second click to retrieve the info). Users were annoyed by these extra clicks.

Feature Prioritization for MVP

Based on the findings from interviews and usability testing, we decided on these 4 features as starting points.

1. Autofill on search bar

2. Make data validation more visible & add the score to rate its accuracy

3. Create a list within saved contact for collaboration

4. Add short vidoes /best practice of the features and ONLY SHOW THEY USERS NEED IT




Design

Design to solutions

We white boarded a hypothetical user flow of possible tasks. Designs were based on our findings and researches.

On-boarding process
Users felt like the onboarding tutorial was very long and was frustrated when trying to figure out each feature

Solutions :
Since users felt like the onboarding tutorial was long and repetitive, our solution was to breaking down the complex tasks into 4 steps and each step only shows the best practice for the functions.
Later on, We also recommended them to show short tutorial videos in less than 5 mins. It's a personal touch and nowadays, watching short tutorial videos is one of the effective way to learn.




Data visualization for the accuracy
From the interview, we found out that sales users often find themselves confused about whether this info is accurate. if the information is worth time checking out. In order to address these questions, We implement a clear color-coded indicator that shows if this specific contact is worth pursuing.
Solutions :
The color-coded grading system highlights information with scores and allows user to know just by a glance on the list. In order to keep the grades system correct, we needed to collect more data from users, so we integrated the thumb up and down button next to each contact information for users to vote.
Streamline the User Flow
Solutions :
We redesigned the navigation bar based on card sorting and implement autofill for each search box. It will assist the user in finding information faster while maintaining the accuracy of searching. We also combined 2 clicks into 1
Save and Share
We added in the feature where Users now have the ability to share the saved contact with the team. Once the prospect contact info is stored in a list. The list becomes your treasure box where you can store valuable contact information and arrange/ sort as you wish. Even share it with your team and colleges. Where collaborate on and teamwork happens
Solutions :
These saved leads will become digital business cards and the user can get access to it for his/her phone when they are out meeting clients. This is a design we think we could make the experience more personal and old school.

Surprised Finding!

Mobile experience
From the interview, we were surprised that users were not excited about using the app on mobile. They simply said we would prefer to have the search process done in the office with a computer and would only check out the saved information with mobile on the go. This user feedback turned our assumption 180 around and gave us to focus on perfecting the web app on a desktop experience.

Design Evolution

Onboarding

Search People

Search & Save a Company

Recommendations to the client:
1. Consider integrating team feature where valuable contact information can be shared among team members
2. Consider integrating animation when contact info is hover. As the short demonstration below, the social icons (Linkedin, facebook & tweeter) come out from the side of "Seamless.AI" icon as soon as the mouse cursor is hover over of the contact. This way, we can keep the interface clean and users don't get distracted by all these logos.

Next steps

1. Handoff design files through Zeplin to Seamless.AI developer team
2. Usability testing on responsive mobile design
3. Additional round of usability testing of final designs

Client's review
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