Enterprise SaaS
Product Design
UX/UI
AI
Web + Mobile
0→1
The Challenge
Sales teams were juggling fragmented legacy tools, repeating manual work, and seeing every feature regardless of role. ServiceNow leadership set out to build one unified experience, powered by data insights and AI, that reduced cognitive load, made system status clear, and worked across desktop, responsive web and mobile.
35%
Improved user satisfaction
7200
Hours saved annually
My Role
As Lead UX Designer, I led the end-to-end 0→1 design. I presented to leadership and aligned a large cross-functional team, balancing near-term milestones with the longer-term product vision. I ran weekly design reviews to bring stakeholders in early and share work often, so there were no surprises after engineering handoff. I built rapid prototypes and ran user testing with my research partner, shaping a connected experience around each sales role.
THE PROCESS
Discovery & Design
Research with sales roles confirmed user pain points and overturned key assumptions. Leadership had planned a mobile-first experience, but most of the work happened at desks. I brought the findings back to the team, and we pivoted to desktop-first, with mobile optimized for on-the-go tasks. Catching this early kept us team from building the wrong experience first and focused engineering capacity where the product and users needed it most.
Usability Challenges
Sales Teams are losing productivity due to swivel chairing between multiple sales tools.
Current tools require users to perform redundant, repetitive tasks day-to-day, and there are opportunities to automate.
All personas see all available features, resulting in cognitive strain and poor usability.
Sales teams often lack visibility into key areas, such as quote approvals, within the lead-to-cash cycle.
“We use many different tools to communicate and collaborate and it is overwhelming to keep up and ensure nothing is missed.”
– Account Executive
How Might We...
I transformed usability challenges into opportunity statements that initiated creative conversations to quickly align the team, reduce risk and focus on desired outcomes.
Facilitated design workshops in order to gather input and alignment from key stakeholders.
Executed rapid prototyping and design ideation with lo-fidelity flows for quick team alignment.
Design Development and Rapid Prototyping
After aligning on core usability themes, I led rapid prototyping to evaluate workflow solutions against business priorities, technical feasibility, and delivery timelines. I facilitated design reviews for critical features, delivering options and interactive prototypes to drive decisions and maintain cross-functional alignment.
Mobile App & Account Executive Experience
Optimized mobile features for an on-the-go experience
Personalized experiences for Account Executives and other key personas
Quote Approval Status & AI Actions
Simplified Quote Approval Experience
The previous quote approval flow was a key usability pain point for sales teams. The redesigned quote status experience provides clear, at-a-glance visibility into approval stages and critical details, making complex information easier to understand. In user research, all participants preferred the new experience over legacy tools due to its streamlined and intuitive approach.
“It's all summarized in one place. The update is at least 5-6 clicks faster. I like how it is nice and neat. It is no comparison. This is a massive step in the right direction.”
– Account Executive
AI Assisted Actions
Leveraging AI to streamline daily workflows with suggested actions and automated features that greatly reduced time per task.
Design System
Examples of the system I supported as part of the platform team.
Summary and Results
Research showed meaningful usability gains, with survey results measuring a 35% improvement and an estimated 7200 hours saved for the Sales Team annually.
“Sales Hub is AWESOME! The leadership dashboard and 12-month sales cycle view is so helpful!”
– Account Executive
User feedback was the most rewarding part and reinforced the impact and value of a unified, intuitive experience on users' day-to-day lives.
As part of the design team at ServiceNow, I played a key role in building new product experiences across the platform. In addition to improving efficiency and user satisfaction, our work was also recognized with a Nielsen Norman Group Annual Design Award for excellence.
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