Overview
About the Company and Project
Enlyft helps businesses discover and target the right customers for their product or service.
This case study explains how we designed a new feature that helps users identify their best prospects, prioritize them, and understand why they are a good fit.
My Role
As the sole UX Designer, I owned the project end-to-end, collaborating with the Lead PM, CEO, engineers, and the sales team. My responsibilities included research, ideation, wireframing, prototyping, and delivering the final UI.
Problem
Businesses create an Ideal Customer Profile (ICP) to identify the right companies, but when too many companies fit the criteria, it becomes difficult to know where to focus. This results in wasted time and effort.
Objectives
Allow users to define the ICP at a granular level.
Score and rank the accounts that match ICP.
Help users easily prioritize the high-fit accounts
Speed up decision-making and outreach process
Definitions
TAM & ICP
Total Addressable Market (TAM): The total number of companies that could potentially use the product.
Ideal Customer Profile (ICP): The specific type of company most likely to benefit from the product.
Consider Figma, a design tool. A basic TAM and ICP for Figma can be defined as:
TAM: All Companies with Designers, Freelancers, Design agencies.
ICP: Mid-size to Large companies.
Account
In sales terms, an Account is a business or organization that is a potential or existing customer.
Solution
Userflow
Step 1 - Account Fit Setup
To help users define their TAM and ICP effectively, we developed a simple, intuitive process with multiple ICP levels for more precise customer targeting.
ICP Levels:
Best Match: Companies that fully align with the ideal customer profile.
Good Match: Companies that meet most of the ICP criteria.
Fair Match: Companies that meet some ICP criteria but are less likely to convert.
Step 2 - Account Fit Scoring
Based on the TAM and ICP definitions, the system automatically calculates:
The total number of accounts within the TAM.
The number of accounts scored as High, Medium, or Low Account fit.
As users adjust their setup, the account counts update in real time.
Step 3 - Real-Time Score Previews
Account List Preview: Users can instantly preview the account fit score by adding preferred accounts or randomly chosen accounts.
Step 4 - Visualize Account Fit
Fit Distribution Chart: A chart shows the overall TAM divided into High, Medium, and Low sections. Users can adjust these sections by moving sliders.
Dynamic Score Updates: Account fit scores adjust automatically when slider positions change, providing instant feedback.
View Account Fit Scores
Once the setup is saved, the account fit score for each company will be calculated in the range of High, Medium, Low or Outside TAM and displayed at multiple places with in the app.
List View
Company Profile Page
The company profile page displays data points of the criteria defined in Account Fit setup, each marked with color-coded icons to indicate whether they are a best match, medium match, fair match, or outside the TAM.
Dashboard
The Dashboard displays a matrix that combines the Account Fit score with another key metric called the Buying Signals score. This helps users gain confidence in a company when both scores are high.
Impact and Learnings
Since the launch, this feature has become the go-to tool for our sales teams during product demos with potential customers. User feedback has been overwhelmingly positive, with many praising the feature's value.
We continue to collaborate with the sales and customer support teams to gather user feedback, which will inform improvements for the next version of the feature.
This is a large-scale project with numerous pages, user flows, and edge cases. This case study covers the main features, but there are many other user flows and integrations with external tools that could be separate case studies on their own.
Working on a project of this scale has provided valuable lessons, including the importance of assessing the impact of a new feature on the entire app, collaborating with cross functional teams, managing designs in Figma, writing PRDs, handling iterations, and effectively handing off designs to developers.