Laxis - Prospect Research
Overview
Unlock the Power of Intelligent Customer Research from 700M+ B2B Database
Laxis helps modern sales teams understand their customers and act with clarity. As AI capabilities advance, Laxis is transitioning into an AI sales copilot, offering teams smarter guidance, clearer insights, and more confident decisions that drive sustainable business growth.
As the Product Designer, I led the redesign of Laxis’s prospect research experience—a key step for users trying to identify the right people to contact for their outreach efforts.
By improving how users target potential customers, my goal is to help them increase conversion, reduce resources, and ultimately drive better results for business.
2025-03
Launch
2025-06
Conversion
+30%
Increased in subscription
Time on Task
-40%
Reduced in prep work
The Context
Customer Research Without Impact
Sales 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.
The Challenge
How might we help sales target the right prospects so they can focus their time on conversations that actually move deals forward?
Discovery
Contextual Inquiry
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
Virtual Meeting Room
Internal & external sales experts
During the inquiry, I asked participants to walk me through moments when they landed high-quality contacts that led to real conversations, pipeline growth, or closed deals. I identified 3 patterns of behaviours:
These three patterns explain how experts work today. Additionally, I learned something broader: sales teams are exploring on technology to reduce research time and enhance targeting. This means assisting them in interpreting signals and determining who is truly worth contacting.
Constraint analysis
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
After synthesizing, I found a surprising insight: even experienced sales sometimes lacked a clear Ideal Customer Profile and rely on some guesswork.
This insight revealed that our solution couldn’t just present data. We need to help users interpret signals and guide users toward who is worth engaging, even if their can’t articulate the customer profile.
The Opportunity
If we can help users turn raw signals 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
Brainstorm
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.
prototype
Flexibility is Key, Simplicity Also Matters
1
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
2
Streamline manual tasks
Automated AI research will save time from cross-platform huting so reps can stop chasing information and start making decisions.
3
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
Validation
Research in Complex Database
After the development of MVP, we conducted internal testing within our sales team.
The goal of this testing was to validate if the updated design improved the efficiency of finding leads that increases user engagement.
Research Demo Recording
Feedback Integration
Users expressed confusion about what types of search keywords to use. It’s challenging to distinguish between exact matches, partial matches, or range-based searches.
Information Overload & Complex system
Guided conversational search
Before
After
AI-generated insights and other key details were hidden due to fixed table boundaries. Cramming too much data into a static table breaks scanning flow and forces users to hunt for critical details.
Prioritize density over usability
Make rich data accessible without losing structure
Before
After
Handoff
Scalable System Aligned with Brand Identity
Scalable Design System
Impact
Turning Prospect Research Into a Competitive Advantage
When our sales team showed a demo of the new Prospect Research to selected customers, we saw immediate traction—especially from niche-market clients eager to expand into new segments using precise B2B targeting.
Conversion
+30%
User conversion rate within 1 months, with an average 40% decreased time on research task.
From 700M contacts to the next customer, turning data scale into pipeline impact
Laxis - Prospect Research
Overview
01
Discovery
02
Ideation
03
Iteration
04
Impact
05
Overview
Unlock the Power of Intelligent Customer Research from 700M+ B2B Database
Laxis helps modern sales teams understand their customers and act with clarity. As AI capabilities advance, Laxis is transitioning into an AI sales copilot, offering teams smarter guidance, clearer insights, and more confident decisions that drive sustainable business growth.
Team
Product Designer (Me)
Front & Backend Engineers
Product Manager
Sales
As the Product Designer, I led the redesign of Laxis’s prospect research experience—a key step for users trying to identify the right people to contact for their outreach efforts.
By improving how users target potential customers, my goal is to help them increase conversion, reduce resources, and ultimately drive better results for business.
2025-03
Launch
2025-06
Conversion
+30%
Increased in subscription
Time on Task
-40%
Reduced in prep work
The Context
Customer Research Without Impact
Sales 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.
The Challenge
How might we help sales target the right prospects so they can focus their time on conversations that actually move deals forward?
Discovery
Contextual Inquiry
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
Virtual Meeting Room
Internal & external sales experts
During the inquiry, I asked participants to walk me through moments when they landed high-quality contacts that led to real conversations, pipeline growth, or closed deals. I identified 3 patterns of behaviours:
These three patterns explain how experts work today. Additionally, I learned something broader: sales teams are exploring on technology to reduce research time and enhance targeting. This means assisting them in interpreting signals and determining who is truly worth contacting.
Constraint analysis
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
After synthesizing, I found a surprising insight: even experienced sales sometimes lacked a clear Ideal Customer Profile and rely on some guesswork.
This insight revealed that our solution couldn’t just present data. We need to help users interpret signals and guide users toward who is worth engaging, even if their can’t articulate the customer profile.
The Opportunity
If we can help users turn raw signals 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
Brainstorm
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.
prototype
Flexibility is Key, Simplicity Also Matters
1
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles.
2
Streamline manual tasks
Automated AI research will save time from cross-platform huting so reps can stop chasing information and start making decisions.
3
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
Validation
Research in Complex Database
After the development of MVP, we conducted internal testing within our sales team.
The goal of this testing was to validate if the updated design improved the efficiency of finding leads that increases user engagement.
Research Demo Recording
Feedback Integration
Users expressed confusion about what types of search keywords to use. It’s challenging to distinguish between exact matches, partial matches, or range-based searches.
Information Overload & Complex system
Guided conversational search
Before
After
AI-generated insights and other key details were hidden due to fixed table boundaries. Cramming too much data into a static table breaks scanning flow and forces users to hunt for critical details.
Prioritize density over usability
Make rich data accessible without losing structure
Before
After
Handoff
Scalable System Aligned with Brand Identity
Scalable Design System
Impact
Turning Prospect Research Into a Competitive Advantage
When our sales team showed a demo of the new Prospect Research to selected customers, we saw immediate traction—especially from niche-market clients eager to expand into new segments using precise B2B targeting.
Conversion
+30%
User conversion rate within 1 months, with an average 40% decreased time on research task.
From 700M contacts to the next customer, turning data scale into pipeline impact
Overview
Unlock the Power of Intelligent Customer Research from 700M+ B2B Database
Laxis helps modern sales teams understand their customers and act with clarity. As AI capabilities advance, Laxis is transitioning into an AI sales copilot, offering teams smarter guidance, clearer insights, and more confident decisions that drive sustainable business growth.
Team
Product Designer (Me)
Front & Backend Engineers
Product Manager
Sales
As the Product Designer, I led the redesign of Laxis’s prospect research experience—a key step for users trying to identify the right people to contact for their outreach efforts.
By improving how users target potential customers, my goal is to help them increase conversion, reduce resources, and ultimately drive better results for business.
2025-03
Launch
2025-06
Conversion
+30%
Increased in subscription
Time on Task
-40%
Reduced in prep work
The Context
Customer Research Without Impact
Sales 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.
The Challenge
How might we help sales target the right prospects so they can focus their time on conversations that actually move deals forward?
Discovery
Contextual Inquiry
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
Virtual Meeting Room
Internal & external sales experts
During the session, I asked participants to walk me through moments when they landed high-quality contacts that led to real conversations, pipeline growth, or closed deals. I identified 3 patterns of behaviors:
These three patterns explain how experts work today. Additionally, I learned something broader: sales teams are exploring on technology to reduce research time and enhance targeting. This means assisting them in interpreting signals and determining who is truly worth contacting.
Constraint analysis
What If Users Don’t Even Know Their Ideal Customer Profile (ICP)?
After synthesizing, I found a surprising insight: even experienced sales sometimes lacked a clear Ideal Customer Profile and rely on some guesswork.
This insight revealed that our solution couldn’t just present data. We need to help users interpret signals and guide users toward who is worth engaging, even if their can’t articulate the customer profile.
The Opportunity
If we can help users turn raw signals 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
Brainstorm
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.
Low-fi prototype
Flexibility is Key, Simplicity Also Matters
1
Narrow down for precision
Guided targeting helps reps identify high potential customers by translating ambiguous signals into clear customer profiles with verified contact info.
2
Streamline manual tasks
Automated AI research will save time from cross-platform hunting so sales can have organized insights and start making decisions.
3
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
Validation
Research in Complex Database
After the development of MVP, we conducted internal testing within our sales team.
The goal of this testing was to validate if the updated design improved the efficiency of finding leads that increases user engagement.
Research Demo Recording
Feedback Integration
Users expressed confusion about what types of search keywords to use. It’s challenging to distinguish between exact matches, partial matches, or range-based searches.
Information Overload & Complex system
Guided conversational search
Before
After
AI-generated insights and other key details were hidden due to fixed table boundaries. Cramming too much data into a static table breaks scanning flow and forces users to hunt for critical details.
Prioritize density over usability
Make rich data accessible without losing structure
Before
After
Handoff
Scalable System Aligned with Brand Identity
Scalable Design System
Impact
Turning Prospect Research Into a Competitive Advantage
When our sales team showed a demo of the new Prospect Research to selected customers, we saw immediate traction—especially from niche-market clients eager to expand into new segments using precise B2B targeting.
Conversion
+30%
User conversion rate within 1 months, with an average 40% decreased time on research task.
From 700M contacts to the next customer, turning data scale into pipeline impact