• UX Research
  • UX Design

MarTech projects

Three interconnected solutions that transformed how CS teams work. From visualizing journeys to bulk editing bots to instant image libraries, efficiency multiplied across the platform.

Industry :
Martech / SaaS
Client :
Leadoo MKT
Project Duration :
Mar 2022 – Sep 2023
Tools:
Figma, FigJam, Chat GPT

Visualizing Complete Buyer Journeys

Analytics that finally tell the full story. One view reveals every touchpoint, drop-off, and conversion moment.

Laptop on a dark surface showing the buyer journey timeline view

Summary :

Challenge

Customer success managers lacked a clear way to visualize buyer journeys across sessions and touchpoints.

Target Audience

Onboarding and success managers managing customer analytics and conversions.

Impact

Delivered a dynamic visualization tool that improved decision-making speed and transparency.

The real problem
behind the work

The analytics platform tracked user behavior, but it didn’t tell a story. Data existed in pieces, spread across different tools, making it hard for teams to understand how visitors actually converted.

We needed to bring clarity, not more charts. Our goal was to show every user’s journey in a timeline format that could reveal intent, drop-offs, and opportunities instantly.

How We Solved It

We ran interviews and workshops with the CS team to identify key insights and pain points. Through this, we found users cared most about first and last touchpoints, session trends, and “wow moments” for client reporting.

With that knowledge, we designed an intuitive timeline view that automatically grouped sessions, events, and conversions. It turned complex behavior data into something human and easy to act on.

Workshop room with a wall of sticky notes and a dog resting on the carpet

The Impact We Made

The new Journey Insights feature became the heart of Leadoo’s analytics suite. Teams could finally see the full story of every visitor without switching tools or losing context.

This improved reporting quality, reduced onboarding time for new clients, and gave success managers a visual, real-time understanding of how conversions actually happened.

What We Learned

Great analytics design isn’t about more data, it’s about better storytelling. Once teams could “see” the journey, they understood users faster and made smarter decisions.

The biggest win wasn’t the feature itself, but the clarity it brought to both the product team and the people using it every day.

Bulk Power For Chatbots

Turning repetitive edits into single actions. CS teams cut bot management time by over 70%.

Laptop showing the “Bulk Edit” screen titled “UX Project: Bots Bulk Edit”

Summary :

Challenge

The CS team wasted hours manually editing chatbots one by one across clients.

Target Audience

Customer Success Managers and business clients managing multi-bot operations.

Impact

Enabled simultaneous cross-bot edits, cutting editing time by over 70% and improving workflow consistency.

The real problem
behind the work

Leadoo’s Customer Success team handled thousands of chatbots across multiple clients, each requiring manual edits. This repetitive work slowed productivity and left room for error.

The problem wasn’t scale, it was structure. The platform lacked a system to apply changes across multiple bots efficiently, making every update feel like starting over.

How We Solved It

We designed around one question: “What if one action could edit hundreds of bots?”
Starting with quick assumption mapping, we prototyped a bulk edit flow and validated it directly with the CS team.

The final design introduced a “Bulk Edit” button that split actions into three steps, bot selection, function assignment, and live result preview. It felt simple, yet completely transformed how teams worked.

The Impact We Made

The new bulk edit feature turned hours of tedious edits into minutes of focused action. CS teams could now manage all bot types: ChatBot, VisualBot, InpageBot, from one place.

Productivity jumped, error rates dropped, and clients benefited from faster, more consistent updates. The feature quickly became one of the most-used tools in Leadoo’s platform.

What We Learned

Sometimes innovation isn’t about adding new things, it’s about removing friction. A single well-designed interaction can save hundreds of work hours.

We also learned that simplicity scales best when it’s built around real user habits, not abstract assumptions.

In-Platform Visual Content Library

No more hunting across the web for bot visuals. Stock images, cropping, and uploading live in one place.

Collage of the image library screens with Upload Image and Stock Image tabs

Summary :

Challenge

The CS team wasted hours sourcing, downloading, and resizing images for client chatbots.

Target Audience

Customer Success Managers and business clients managing bot visuals and branding.

Impact

Built an in-app image library that saved time, ensured brand consistency, and improved content workflow.

The real problem
behind the work

Every client bot needed visuals, but finding them was a nightmare. The team had to search the web, download images, resize them, and re-upload, dozens of times a day.

This wasn’t just slow, it broke consistency. Each project used different styles, formats, and sizes. The process needed automation that didn’t kill creativity.

How We Solved It

We integrated the Unsplash API into Leadoo’s platform, giving users direct access to thousands of stock images inside their workflow.

After testing early sketches, we refined features to include “Upload Image” and “Stock Image” tabs, with resizing and cropping built in. Later, we reintroduced categories after realizing how essential they were for large-scale clients.

The Impact We Made

The Image Library feature cut image sourcing time from hours to minutes. Teams could find, crop, and apply visuals instantly while maintaining brand guidelines.

It also improved visual quality across all client bots and empowered designers to focus on higher-value tasks instead of repetitive work.

What We Learned

Speed and quality don’t have to compete. When you bring tools closer to where people work, creativity flows naturally.

We learned that even small UX features like auto-categorization and in-platform cropping, can compound into massive operational impact.

More Projects

Confidential

Music Operating Platform

Designing a unified operating system for labels, artists, and distribution partners. Six modules, one design system, built from zero in four months.

Techcombank

Vietnamese Digital Banking

Registrations up 18-25%, conversions improved 1.6-2.3%. Complex financial processes made transparent and stress-free for millions.

Confidential

Automotive Software Validation

One cloud-based platform unifying fragmented validation workflows across OEMs. Complex automotive software testing, finally without the hardware bottleneck.

Faved

Building Teacher Communities Globally

Creating a collaborative space where teachers discover proven classroom strategies and build supportive communities. Bridging the gap between isolated educators and actionable teaching methods that work.

Confidential

Collaborative Planning For Controllers

Turning months of manual work into structured digital collaboration. Finance teams now plan together with clarity instead of chaos.

Pocket Plate

Restaurant Online In Minutes

From market research to live MVP with AI collaboration. Small restaurants now can build professional sites without technical skills.

Confidential

Manufacturing Data Quality Challenges

Transforming manufacturing efficiency through deep user research that revealed critical workflow gaps and prevented significant investment misalignment.

Pika Tech and Analytics

Raising Babies Together Safely

Vietnam's first social network designed for new parents and families with babies. Combining expert pediatric advice, vaccination tracking, and genuine community support in one trusted platform.