Context

In December 2023 trender which once held several channels in a feed-like social media format was getting overcrowded. 

Trender.ai began as a social listening tool for marketers. In the pivot to a sales intelligence app, the software was redesigned to streamline new workflows.

The redesign went live January 2024 👇

Before: Early 2023

After: Jan 2024

sales teams seek innovative ways to nurture prospects

Trender.ai is a B2B Contact Intelligence platform.

Insights gathered on each prospect in trender are then used in outreach personalization throughout sales conversations.

🔍 >> User research at trender.ai revealed users..

• Needed more flexibility!

• A searchable interface
  
  Challenge accepted!

🙌 Goals and Measuring Success

1. Save 50%+ time users need to be in trender.ai

2. Give users control, and flexible viewing. ie; quickly type in a name to navigate to each prospect.

❌ Don’t make me work… to find what i need

Users had to scroll often through large lists to find an exact name and that led to frustration. Grrrrr 😡

Menu Issues:

1. Often confused users where to go or what to do.

2. Find-ability was bad UX

3. No bulk actions or delete functionality

4. New channels would add randomly to middle of list

Frequently we heard from users

“I love the concept but what do I do from here?”

“I can’t find the profile I just set up, on LinkedIn it says it went through.”

👉 CONSIDER OUR CONTENT

Users want a fast route to find a name or company.

There are two types of “records” in trender.

1. Watches - monitored social feed (LinkedIn & Twitter)

2. Profiles - AI insights, public web data, social media posts, and AI icebreakers for outreaching messaging.

💭 Design Pattern to Hold records?

So we ask ourselves, how do other sales apps design for data records? Tables!

For Competitive research I gained design inspiration from Outreach and Hubspot! The two prominent sales tech tools which are the most popular amongst our user base. (They also have the prettiest tables I’ve seen 😍.)

CRM Style for the win!

🙌 Redesign Result:
Use of a CRM-like format holds organized names and companies. Users can easily navigate in and out of the app getting value quicker than ever with this format change!

(scroll past the UI if you want to see more of my process)

❌ out with the old

The old user flow made users scroll to search for the prospect they were working. (see below)

✅ IN with the new!

Sales reps can now get into trender, collect info on a prospect, and go about their day faster. (see below)

MY Process:

Quick sketches helped me organize the content and decide on column headers.

Then I moved into mid-fi designs in Figma. I snagged a beautiful table component I previously designed from our design system!

get the beginning design in front of my PM asap

During my call with my PM, she pulled up HubSpot and showed me pre-formatted tab views on the table. ✅ Added to the requirements! 

Other design additives to help our users were inspired by CRMs.

• Search bar

• Sort by columns

• Filters: Date created w/ date picker, type of record, and Activity (to show records with new content at the top).

• Color coded tags for our record types; Watch & Profile

ONTO HI-FI FAST AS FLASH

I created a high fidelity comp in Figma, got it approved, and rapidly designed the rest of the screens.

Adding specific interaction design notes for development 👉.

After the design was set up I took a catalog of what was left in the app that might need an information architecture reboot.

1. Changed “New Activity” column to “Status” which will show new activity, and processing or queued info.

2. Queue icons were added so users can see status at a glance.

3. Removed old nav links for Profile and Watch channels.

In Reflection

1. Why reinvent the wheel? Almost every sales app uses a table structure to manage data records. This structure and IA is a strong force and not something we should innovate on.

2. Making the app faster to use sounds easier than it actually is.

Next Steps

With an increasing learning curve, in-app resources are key!

A Resources landing page in-app will help new users, and help current users become experts.