Overview
Redesign Prospect Research Experience to Help Teams Make Smarter Outreach Decisions
Laxis is an AI-powered operating system for go-to-market (GTM) teams, built to bring clarity to sales pipelines and customer interactions. By prospecting and providing “unbiased insights” about potential customer, Laxis helps teams reduce manual work and focus on closing more deals which ultimately drive predictable growth.
As the Product Designer, I led the redesign of the Prospect Research experience to help our users better understand who their prospective customers really are.
2025-03
Launch
2025-06
"Stickiness"
+18.4%
Weekly Active Users
Time on Task
14.2 → 9.1 mins
Average Session Time
Customer Research Without Impact
Prospecting is the process of identifying and qualifying potential customers before nurturing them toward deal-close. Without a clear profile of who actually buys and why, teams chase low-fit leads, burn time, and see weak conversions.
Discovery
Watching Experts at Work
Virtual Meeting Room
Internal & External Sales Experts
When I began the investigation, not knowing where to start, I approached to experts for advice. I wanted to understand how they used the tool in their prospecting workflows.
My Hypothesis 🤔
Users were struggling to find contact data or there were usability issues.
What I Actually Found 😯
Massive Data ≠ Decisions. Users were struggling to understand which contacts were worth pursuing and why.
The Opportunity
If we can help users turn guesswork into a clear picture of which contacts are worth pursuing, they can reduce time on assumptions and focus on having conversations that actually move deals forward.
Ideation
Separate Complex Workflows - Start Simple, Go Deep as Needed
According to the research insight, I understood that an ideal prospecting experience must help users understand and refine their ideal customer profile (ICP), while also offer intelligent research that supports business insights and strategic pivots.
Mock-ups
Flexibility is Key, Simplicity Also Matters
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Streamline manual tasks
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Just ask any questions
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Iteration
Does the New Workflow Build Trust and Speed Up Decisions?
Unmoderated Usability Testing
5 Participants from Marketing or Sales Team
After we made an MVP, I ran 5 moderated usability sessions with our internal team. We weren’t only testing whether users could use the tool, but also testing whether they could trust it for further customer outreach. These sessions validated whether our workflow gave users enough clarity, rationale, and control to identify high-value prospects quickly and decisively.
Demo Recording
How should we improve
Don’t: Overload users with options
During the session, I realized users weren’t struggling with the task, but were struggling with too many choices. The complexity slowed them down. So I shifted the entry screen to a conversational interface. Users can describe what they want in one message, and the system will set the right options for them.
1.1 Finalized version
1.0 Initial version
Don’t: Prioritize information density over clarity
I found that users prefer to process one target at a time, to get a better sense of their company’s background. I redesigned the layout to show detailed research insights in a side panel when a contact is selected. This keeps the table easy to scan while providing a dedicated space for users to explore context and refine their understanding without losing their place.
1.1 Finalized version
2.0 Initial version
Scalable System Aligned with Brand Identity
Scalable System Aligned with Brand Identity
Scalable System Aligned with Brand Identity
Impact
Turning Research Into a Competitive Advantage
By shifting the focus from "data provider" to "sales partner," the impact has shown that users weren't just searching more. They were finding enough value and willing to 'pay' for the product.
Confidence at Scale
The new AI integration delivers specific "hooks," giving reps the confidence to message high-value prospects immediately.
Operational Efficiency
We automate repetitive data collection, so sales teams can focus on strategy and customer connections.
Search by Intent, Not Filters
Instead of managing complicated filters, users can simply describe what they want and get precise results instantly.
Next Project
Connect Prospect Insights to Action: Automate Personalized Outreach Campaign at Scale
View Project
Skyyang@2026
Interested in working with me?
All rights reserved
Overview
Redesign Prospect Research Experience to Help Teams Make Smarter Outreach Decisions
Laxis is an AI-powered operating system for go-to-market (GTM) teams, built to bring clarity to sales pipelines and customer interactions. By prospecting and providing “unbiased insights” about potential customer, Laxis helps teams reduce manual work and focus on closing more deals which ultimately drive predictable growth.
Team
Product Designer (Me)
Dev: 2 Front & 3 Backend
Product Manager
Sales
As the Product Designer, I led the redesign of the Prospect Research experience to help our users better understand who their prospective customers really are.
2025-03
Launch
2025-06
"Stickiness"
+18.4%
Weekly Active Users
Time on Task
14.2 → 9.1 mins
Average Session Time
Customer Research Without Impact
Prospecting is the process of identifying and qualifying potential customers before nurturing them toward deal-close. Without a clear profile of who actually buys and why, teams chase low-fit leads, burn time, and see weak conversions.
Discovery
Watching Experts at Work
Virtual Meeting Room
Internal & External Sales Experts
When I began the investigation, not knowing where to start, I approached to experts for advice. I wanted to understand how they used the tool in their prospecting workflows.
My Hypothesis 🤔
Users were struggling to find contact data or there were usability issues.
What I Actually Found 😯
Massive Data ≠ Decisions. Users were struggling to understand which contacts were worth pursuing and why.
The Opportunity
If we can help users turn guesswork into a clear picture of which contacts are worth pursuing, they can reduce time on assumptions and focus on having conversations that actually move deals forward.
Ideation
Separate Complex Workflows - Start Simple, Go Deep as Needed
According to the research insight, I understood that an ideal prospecting experience must help users understand and refine their ideal customer profile (ICP), while also offer intelligent research that supports business insights and strategic pivots.
Mock-ups
Flexibility is Key, Simplicity Also Matters
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Streamline manual tasks
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Just ask any questions
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
Iteration
Does the New Workflow Build Trust and Speed Up Decisions?
Unmoderated Usability Testing
5 Participants from Marketing or Sales Team
After we made an MVP, I ran 5 moderated usability sessions with our internal team. We weren’t only testing whether users could use the tool, but also testing whether they could trust it for further customer outreach. These sessions validated whether our workflow gave users enough clarity, rationale, and control to identify high-value prospects quickly and decisively.
Demo Recording
How should we improve
Don’t: Overload users with options
During the session, I realized users weren’t struggling with the task, but were struggling with too many choices. The complexity slowed them down. So I shifted the entry screen to a conversational interface. Users can describe what they want in one message, and the system will set the right options for them.
1.1 Finalized version
1.0 Initial version
Don’t: Prioritize information density over clarity
I found that users prefer to process one target at a time, to get a better sense of their company’s background. I redesigned the layout to show detailed research insights in a side panel when a contact is selected. This keeps the table easy to scan while providing a dedicated space for users to explore context and refine their understanding without losing their place.
1.1 Finalized version
2.0 Initial version
Scalable System Aligned with Brand Identity
Turn Data Scale into Sales Pipeline
Scalable System Aligned with Brand Identity
Impact
Turning Research Into a Competitive Advantage
By shifting the focus from "data provider" to "sales partner," the impact has shown that users weren't just searching more. They were finding enough value and willing to 'pay' for the product.
Search by Intent, Not Filters
Instead of managing complicated filters, users can simply describe what they want and get precise results instantly.
Confidence at Scale
The new AI integration delivers specific "hooks," giving reps the confidence to message high-value prospects immediately.
Operational Efficiency
We automate repetitive data collection, so sales teams can focus on strategy and customer connections.
Next Project
Connect Prospect Insights to Action: Automate Personalized Outreach Campaign at Scale
View Project
Skyyang@2026
Interested in working with me?
All rights reserved
Overview
Redesign Prospect Research Experience to Help Teams Make Smarter Outreach Decisions
Laxis is an AI-powered operating system for go-to-market (GTM) teams, built to bring clarity to sales pipelines and customer interactions. By prospecting and providing “unbiased insights” about potential customer, Laxis helps teams reduce manual work and focus on closing more deals which ultimately drive predictable growth.
Team
Product Designer (Me)
Dev: 2 Front & 3 Backend
Product Manager
Sales
As the Product Designer, I led the redesign of the Prospect Research experience to help our users better understand who their prospective customers really are.
2025-03
Launch
2025-06
"Stickiness"
+18.4%
Weekly Active Users
Time on Task
14.2 → 9.1 mins
Average Session Time
The Problem
Customer Research Without Impact
Prospecting is the process of identifying and qualifying potential customers before nurturing them toward deal-close. Without a clear profile of who actually buys and why, teams chase low-fit leads, burn time, and see weak conversions.
Discovery
Watching Experts at Work
Virtual Meeting Room
Internal & External Sales Experts
When I began the investigation, not knowing where to start, I approached to experts for advice. I wanted to understand how they used the tool in their prospecting workflows.
My Hypothesis 🤔
Users were struggling to find contact data or there were usability issues.
What I Actually Found 😯
Massive Data ≠ Decisions. Users were struggling to understand which contacts were worth pursuing and why.
The Opportunity
If we can help users turn guesswork into a clear picture of which contacts are worth pursuing, they can reduce time on assumptions and focus on having conversations that actually move deals forward.
Ideation
Separate Complex Workflows - Start Simple, Go Deep as Needed
According to the research insight, I understood that an ideal prospecting experience must help users understand and refine their ideal customer profile (ICP), while also offer intelligent research that supports business insights and strategic pivots.
Mock-ups
Flexibility is Key, Simplicity Also Matters
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles with verified contact info.
Streamline manual tasks
Automated AI research will save time from cross-platform hunting so sales can have organized insights and start making decisions.
Just ask any questions
A conversational assistant lowers the barrier to insight, allowing every user to get expert-level answers without needing technical skills.
Iteration
Does the New Workflow Build Trust and Speed Up Decisions?
Unmoderated Usability Testing
5 Participants from Marketing or Sales Team
After we made an MVP, I ran 5 moderated usability sessions with our internal team. We weren’t only testing whether users could use the tool, but also testing whether they could trust it for further customer outreach. These sessions validated whether our workflow gave users enough clarity, rationale, and control to identify high-value prospects quickly and decisively.
Demo Recording
How should we improve
Don’t: Overload users with options
During the session, I realized users weren’t struggling with the task, but were struggling with too many choices. The complexity slowed them down. So I shifted the entry screen to a conversational interface. Users can describe what they want in one message, and the system will set the right options for them.
1.1 Finalized version
1.0 Initial version
Don’t: Prioritize information density over clarity
I found that users prefer to process one target at a time, to get a better sense of their company’s background. I redesigned the layout to show detailed research insights in a side panel when a contact is selected. This keeps the table easy to scan while providing a dedicated space for users to explore context and refine their understanding without losing their place.
2.1 Finalized version
2.0 Initial version
Updated version
Turn Data Scale into Sales Pipeline
hand-off to dev
Scalable System Aligned with Brand Identity
Impact
Turning Research Into a Competitive Advantage
By shifting the focus from "data provider" to "sales partner," the impact has shown that users weren't just searching more. They were finding enough value and willing to 'pay' for the product.
Search by Intent, Not Filters
Instead of managing complicated filters, users can simply describe what they want and get precise results instantly.
Confidence at Scale
The new AI integration delivers specific "hooks," giving reps the confidence to message high-value prospects immediately.
Operational Efficiency
We automate repetitive data collection, so sales teams can focus on strategy and customer connections.
Next Project
Connect Prospect Insights to Action: Automate Personalized Outreach Campaign at Scale
View Project
Skyyang@2026
Interested in working with me?
All rights reserved