Problem
Sellers had no single place to answer, “Where can I grow this account?” Information was fragmented across 13+ tools and systems.
Role
Lead UX Designer
Design mandate
Create one interaction model that unified account, tenant, ownership, utilization, and opportunity data without overwhelming sellers.
Partners
Product, Technical Architecture, Data Visualization & Insights, and Voice-of-Field sellers
Outcome
Consolidated insights previously spread across 13+ tools into one Voice-of-Field-validated CRM Analytics experience.
Beyond a dashboard redesign
Sellers navigated fragmented tools, inconsistent data definitions, and separate Account and Tenant structures just to answer one question: where they could grow. This required rethinking how ownership and utilization data was modeled, not just refreshing the interface.
No single source of truth
Sellers manually stitched data from disparate systems just to form a point of view on one account.
Low visual clarity in the legacy dashboard
Circle sizes and colors in the legacy Whitespace Dashboard were hard for Voice-of-Field sellers to interpret at a glance.
Products without Propensity-to-Buy scores could disappear
The legacy view only surfaced products with a score, so newer products without one simply vanished from the map.
Not Owned products surfaced in grey rather than disappearing from the view.
Translating complexity into a product model
Data came from Snowflake, OrgSF, Tableau, and EDH — each with different hierarchies, refresh cadences, and definitions of ownership and utilization. I partnered closely with Product and Technical Architecture to translate that complexity into a single seller-facing interaction model, rather than exposing the underlying fragmentation to sellers.
The final solution
I designed a CRM Analytics experience centered on a heatmap that allowed sellers to scan their territory, isolate meaningful opportunities, and investigate account-level details without switching tools.
Heatmap for ownership and utilization
Layered opportunity filters
Linked Product Footprint, License, and Consumption details
The final CRM Analytics experience: heatmap, filters, and drill-down tables in one view.
Three key design decisions
KEY DESIGN DECISION 1
Preserve one mental model
Sellers work across two account structures — named Accounts within a territory, and Tenants for organizations with multi-tenant licenses. Rather than build two separate views, I used the same color scale, filters, and drill-down behavior for both. Switching between Accounts and Tenants preserves the seller’s active filters, so the mental model stays consistent regardless of which structure they’re viewing. The Accounts / Tenants toggle is visible in the interface shown above.
KEY DESIGN DECISION 2
Make utilization scannable
I replaced the legacy circle-based visualization with a graduated heatmap — from not owned through 100%+ utilization. The color scale was refined and validated through multiple rounds of seller feedback before launch.
The graduated heatmap scale, from not owned through 100%+ utilization.
KEY DESIGN DECISION 3
Support scanning before investigation
I used progressive disclosure so sellers can scan their territory, apply filters to isolate opportunities, and select a cell to reveal account-level detail — all without leaving the dashboard.
1. Scan
The full territory renders as one heatmap, colored by ownership and utilization.
2. Investigate
Selecting a cell scopes the Product Footprint, License, and Consumption tables below to that account.
TRADEOFF
Balancing data depth with at-a-glance clarity
Showing all three linked tables in full at once would reduce the heatmap’s at-a-glance scannability. The Crawl release established a clear, foundational interaction model — one consistent, scannable view — while deferring more advanced prioritization.
Proposed future direction (not committed roadmap work): layering AI-assisted prioritization on top of the same heatmap to help sellers see not just where an opportunity exists, but which ones to act on first.
Outcomes
13+
Tools’ worth of insight consolidated into one governed CRM Analytics experience
Voice-of-Field
feedback shaped and validated the major design decisions
Crawl
phase established the interaction foundation for future prioritization
This work was also featured in Salesforce Dreamforce sales enablement materials.
Testimonial
She built an extensive reservoir of trust on the team through her excellent work, positive attitude, and passion for creating the best possible user experience. She achieves alignment not only through thoughtfully designed prototypes but also through her executive presence and facilitation of design workshops.
Dev Haberman, Technical Architect