Designing Productive Sales Experiences

Context

Role: UX Research Consultant (Freelancer)
Duration: 2 months
Location: Remote
Startup Company: Fynn

Project Overview

Fynn is a productivity and sales-enablement platform designed to help teams capture, organize, and manage leads efficiently during trade shows and networking events. This project focused on understanding real-world pain points in lead capture workflows and providing actionable, research-driven insights to the product team.

Role & Responsibilities

As the UX Research Consultant, I:

Conducted user interviews and observational research at trade shows to uncover pain points.
Performed a competitive analysis of existing lead-capture and sales-assistant tools.
Defined MVP priorities by synthesizing research insights (without disclosing feature details).
Mapped end-to-end user journeys for sales representatives to highlight workflow challenges.

Problem Statement

Sales reps at trade shows face challenges such as:

Difficulty capturing leads accurately
Losing context from conversations
Delayed follow-ups leading to missed opportunities

Research Objectives & Question

How can sales reps efficiently capture and manage leads during fast-paced trade show environments?

4. Research Objectives

Understand user pain points during trade show lead capture.
Identify workflow inefficiencies and barriers.
Analyze competitive solutions to benchmark user expectations.
Provide insights that inform MVP decisions.

Methodology

User Interviews & Observational Research

Conducted interviews with trade show participants.
Observed workflows to capture pain points, friction, and context loss.

Competitive Analysis

Reviewed existing lead-capture and sales-assistant tools.
Identified feature gaps, strengths, and weaknesses in comparable solutions.

Journey Mapping & Synthesis

Mapped end-to-end user journeys to visualize workflow challenges and priorities.
Synthesized findings into research deliverables for internal decision-making.

Findings & Insight

Lead capture is often time-sensitive and error-prone.
Sales reps struggle to retain conversation context across multiple interactions.
Timely follow-ups are crucial for converting leads.
Existing tools do not fully address trade show-specific challenges, highlighting an opportunity for innovation.

All insights were documented in a way that guided internal discussions without revealing proprietary solutions.

Design Implications & Recommendations

Outcome & Impact

While feature-level implications remain confidential, the research directly contributed to:

A clear understanding of user workflows and pain points.
Evidence-based guidance for the product team on priority areas for efficiency and adoption.
Mapping of key journey friction points to inform future iterations and MVP focus
Strengthened collaboration between UX, product, and design teams