6Sense / Slintel – Sales Intelligence Platform Design
Project Overview
Client
6Sense – AI-powered B2B sales intelligence and revenue platform
Role
UX Designer, Sales Intelligence Platform Team
Deliverables
Chrome Extension, Quick Views feature, CRM integrations, design system migration
Impact
High adoption rates, successful Slintel integration, reduced tool-switching friction
Overview
In sales, information is key. Gathering and using data effectively can determine the outcome of a deal. Top sales organizations focus on collecting account and buyer data to gain valuable insights that lead to winning deals.
As part of the Sales Intelligence Platform team, I focused on designing solutions that empower sales users to access and uncover vital prospect information, enabling more informed and effective outreach through features like Chrome Extension and Quick Views.
With the sales intelligence platform, sales users can easily access and uncover vital information about their prospects. This means they have all the relevant details at their fingertips, enabling more informed and effective outreach.
My Role & Approach
While at 6Sense, I was a member of a 5-person design team led by a Principal Designer, focusing on the Sales Intelligence Platform.
- Feature Ownership: Chrome Extension and Quick Views feature projects
- Cross-team Collaboration: Worked closely with design system team under VP of Product Design & Research, Ashish Krishna
- Design System Migration: Led transition from legacy design system to new framework
- Post-Acquisition Integration: Seamlessly integrated Slintel’s data with 6Sense platform
My focus was on creating solutions that integrate seamlessly into existing sales workflows while providing powerful intelligence capabilities.
Research & Discovery
Competitive Analysis
Analyzed the sales intelligence platform landscape to understand market positioning and identify opportunities for differentiation.
Understanding Our Users
I initiated my research alongside the interview process at 6Sense, meeting with experienced designers who provided valuable insights into the platform’s nuances and challenges.
Research Methods:
- In-depth analysis of internal product documentation
- Collaborative sessions with the user research team
- One-on-one discussions with product managers and designers
- Review of sales call video archives for positioning insights
- Internal user interviews with 6Sense’s substantial sales team
Key Focus: Two primary sales personas - Business Development Representatives (BDR) and Account Executives (AE) - supporting functions from prospecting to outreach.
Key Design Solutions
1. Hot Accounts Dashboard for Lead Qualification
Designed a focused dashboard that empowers BDRs to identify and qualify high-potential accounts efficiently.
The dashboard’s “Hot Accounts” tab empowers users to prospect for potential accounts. A primary goal for BDRs is lead qualification, and the “Hot Accounts” dashboard designates accounts as “hot,” indicating they are prime candidates for becoming ideal ICPs.
2. Quick Views for Account Intelligence
Created a comprehensive side panel that provides instant access to account data and buying signals.
When users identify ICPs on the dashboard, a Quick View panel enables them to access a comprehensive set of data points processed by 6Sense. It lets users understand the buying stage, account reach, and profile fit of the account.
3. Chrome Extension for Web-Based Prospecting
Developed a powerful Chrome extension that provides real-time account intelligence while browsing the web.
The Chrome extension empowers sales users to identify potential Ideal Customer Profiles (ICPs). As they navigate the web, the extension dynamically extracts and showcases firmographic, technographic, and psychographic data relevant to the account by reading the URL.
4. Salesforce CRM Integration
Integrated 6Sense intelligence directly into existing CRM workflows to minimize tool-switching friction.
From earlier research it was clear that sales users are not willing to add yet another tool to their process. Hence we integrated our dashboard into CRM of choice. Here is an integration with Salesforce, showcasing the details page which is reachable from the Quick Views.
Result: Reduced tool-switching friction and increased adoption by embedding intelligence directly into existing sales workflows.
Outcomes & Business Impact
Platform Integration Success
Successfully integrated Slintel’s data with 6Sense platform post-acquisition, ensuring seamless data flow and user experience continuity.
Feature Adoption
- Chrome Extension: High adoption rate among BDR users for prospect identification
- Quick Views: Improved user efficiency in qualifying leads and understanding account fit
- CRM Integration: Reduced tool-switching friction by integrating dashboard into existing workflows
Design System Migration
Led the successful transition from legacy design system to new design framework, improving consistency and development efficiency across the platform.
Key Learnings
- Enterprise Sales Users: Gained deep insights into the complex needs and behaviors of sales professionals in B2B environments
- Data-Driven Design: Learned the importance of leveraging firmographic, technographic, and psychographic data in UX decisions
- Cross-Continental Collaboration: Successfully worked with a diverse design team across four continents, developing skills in remote collaboration
- Integration Challenges: Understanding the complexities of post-acquisition product integration and data consolidation
- CRM Workflow Integration: Sales users prefer embedded solutions over standalone tools to minimize workflow disruption
- Lead Qualification Process: BDRs and AEs have distinct needs in the prospect-to-customer journey that require tailored interface approaches