naren

InstallBase

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 called InstallBase that helps users clean up their CRM and improve the data quality.

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

Multiple data sources feeding into the CRM result in duplicate, inconsistent, and incomplete records. This makes information unreliable and creates friction for sales teams.

Key Objectives

Make it easier for users to keep their CRM data clean and accurate.
Encourage CRM integration with Enlyft to unlock full platform value.

Wireframe received from PM

The idea is to show which data add value and which doesn’t, with a health score and clear options to improve it.

Secondary Research

85%

of companies report poor contact data slows operations & efficiency

webuters.com

70%

of CRM data becomes obsolete each year and needs cleanup

focusonforce.com

80-90%

of team effort goes into data prep instead of productive analysis.

mammoth.io

Solution

Userflow

Section 1 - Overview & Health Score

Iteration 1

Iteration 2

I wanted to show a score along with the supporting reasons to ensure transparency and trust. This Iteration is a High level concept showcasing the key elements for the UI.

We wanted to show a score along with the supporting reasons to ensure transparency and trust. This Iteration is a High level concept showcasing the key elements for the UI.

In this iteration, we introduced a gauge chart to represent the overall health score. The score is derived from three key factors:

Valid Accounts
Accounts with Complete Data
Accounts with Target Contacts

Each factor is individually highlighted with a color that reflects the percentage of accounts meeting the criteria.

While we were satisfied with the information being displayed, we identified opportunities to further improve the UI for clarity and usability.

Iteration 2

In this iteration, we introduced a gauge chart to represent the overall health score. The score is derived from three key factors:

Valid Accounts
Accounts with Complete Data
Accounts with Target Contacts

Each factor is individually highlighted with a color that reflects the percentage of accounts meeting the criteria.

While we were satisfied with the information being displayed, we identified opportunities to further improve the UI for clarity and usability.

Final Solution

Overview – Displays total accounts and it's breakdown in a drop-down along with a status indicator for CRM connectivity.
Health Score – Clean, minimal indicator paired with key contributing factors.
Interactive Elements – Subtle hover effects and clear affordances to highlight clickable links and provide contextual explanations.

Different States for Health Score and Key Factors

Tooltip for Definitions

Final Solution

Overview – Displays total accounts and it's breakdown in a drop-down along with a status indicator for CRM connectivity.
Health Score – Clean, minimal indicator paired with key contributing factors.
Interactive Elements – Subtle hover effects and clear affordances to highlight clickable links and provide contextual explanations.

Different States for Health Score and Key Factors

Tooltip for Definitions

Section 2 - Grouping and Visualization

Section 3 - Improve Health

Iteration 1

Initially, to keep things simple, we displayed all accounts with issues in one place and gave users the option to either download a file or view those accounts in the CRM.

However, this approach had limited value, it highlighted the problems but didn’t help users resolve them.

To address this, we decided to leverage Enlyft’s data to enrich the accounts with issues in the CRM. This way, instead of removing all the low quality accounts, most of them can be corrected and retained.

Final Solution

This section enables users to select particular category of account and either view them in CRM directly, download CSV or Enrich using the Enlyft data.

Initially, to keep things simple, we displayed all accounts with issues in one place and gave users the option to either download a file or view those accounts in the CRM.

However, this approach had limited value — it highlighted the problems but didn’t help users resolve them.

To address this, we decided to leverage Enlyft’s data to enrich the accounts with issues in the CRM. This way, instead of discarding problematic accounts, most of them can be corrected and retained.

View Accounts in CRM

Based on the user’s selection in the Enlyft app, the corresponding filters are applied in the CRM, and the relevant data is displayed.

Top Metrics to Track

Adoption - Users connecting CRM → Enlyft
Engagement - Users opening accounts in CRM from InstallBase
Engagement - Users downloading CSVs
Conversion - Users starting enrichment jobs

Current Status

After sharing the prototype and MVP with customers and receiving positive feedback, the project has moved into active development.