ReachX
ReachX
Empowering Small Businesses Accelerate Growth & Convert Leads Faster with AI-Powered Account-Based Marketing.
Empowering Small Businesses Accelerate Growth & Convert Leads Faster with AI-Powered Account-Based Marketing.
Impact
85% User Satisfaction Rate
High Net Promoter Score
85% User Satisfaction Rate
High Net Promoter Score
My Role
Independent Contactor - Full Time
UX Designer, Interaction Designer, UX Researcher
Independent Contactor - Full Time
UX Designer, Interaction Designer, UX Researcher
Client
EZ Innovation
EZ Innovation
Team
Software Engineers, Data Analyst, Product Manager
Software Engineers, Data Analyst, Product Manager
Tools
Figma, Figjam, Sketch, Illustrator, Adobe Suite
Figma, Figjam, Sketch, Illustrator, Adobe Suite
Duration
August 2024 - November 2024
August 2024 - November 2024
CONTEXT
Account-Based Marketing (ABM) is a proven strategy that drives high conversion rates and strong ROI through personalized outreach, targeted research, and strategic follow-ups. While widely adopted by large enterprises, ABM remains out of reach for many small and mid-sized businesses due to its resource-intensive nature—demanding skilled sales teams, enterprise software, and significant time investment.
EZ Innovation’s client sought to bridge this gap with ReachX, leveraging generative AI to automate and simplify ABM for small businesses in the Greater Atlanta region.
Account-Based Marketing (ABM) is a proven strategy that drives high conversion rates and strong ROI through personalized outreach, targeted research, and strategic follow-ups. While widely adopted by large enterprises, ABM remains out of reach for many small and mid-sized businesses due to its resource-intensive nature—demanding skilled sales teams, enterprise software, and significant time investment.
EZ Innovation’s client sought to bridge this gap with ReachX, leveraging generative AI to automate and simplify ABM for small businesses in the Greater Atlanta region.
Why Account Based Marketing?
Efficiency
96% Higher Engagement
67% Better Closing Rate
Adoption
60% Overall adoption rate among small businesses
Resources
Average ABM lifecycle - 3 to 6 months
Expensive Process
Average ABM lifecycle - 3 to 6 months
Expensive Process
ReachX is designed to help small business owners grow their businesses by leveraging the power of AI automation in ABM, reducing the time taken to create and execute campaigns from weeks to only a few minutes.
Our mission is to -
ReachX is designed to help small business owners grow their businesses by leveraging the power of AI automation in ABM, reducing the time taken to create and execute campaigns from weeks to only a few minutes.
Our mission is to -
Empower
Small and efficient teams to run ABM campaigns autonomously.
Deliver
High engagement, conversion rates and sales with a fraction of time and resources needed.
High engagement, conversion rates and sales with a fraction of time and resources needed.
Scale
Businesses, allowing SMB owners to monitor important metrics and form strategy.
Businesses, allowing SMB owners to monitor important metrics and form strategy.
THE RESULT
I worked closely with engineers, analysts, PM and users to design a holistic and flexible tool that can help businesses of different scales, products/services and organizational structures to run account based marketing campaigns, manage and monitor numerous campaigns simultaneously, and utilize the power of AI autopilot to work specifically for them.
I worked closely with engineers, analysts, PM and users to design a holistic and flexible tool that can help businesses of different scales, products/services and organizational structures to run account based marketing campaigns, manage and monitor numerous campaigns simultaneously, and utilize the power of AI autopilot to work specifically for them.
Agent/BDR Workflow
Dynamic workspaces for agents to work with large sets of data and leads at once with the help of AI co-pilot
Agent/BDR Workflow
Business Owner Workflow
AI customization and personalization to ensure generated marketing campaigns are relevant and aligned.
Business Owner Workflow
A highly adaptable and robust dashboard for business owners to monitor growth and metrics, allowing them to make strategic, data-driven decisions.
Agent/BDR Workflow
Dynamic workspaces for agents to work with large sets of data and leads at once with the help of AI co-pilot
Business Owner Workflow
AI customization and personalization to ensure generated marketing campaigns are relevant and aligned.
Business Owner Workflow
A highly adaptable and robust dashboard for business owners to monitor growth and metrics, allowing them to make strategic, data-backed decisions.
THE CHALLENGE
The tech team had already built a proof of concept (PoC) by the time I joined the project. This PoC generated expected results but -
The model's capabilities were very similar to ChatGPT, for the user. Why would someone use this tool if all this can do is generate tailored content based on some documents? What was the differentiator?
The AI framework used a 'Crew AI' model to simulate the roles of different members of a marketing and sales team. Personalizing this needed a thorough understanding of the framework. This involved a significant learning curve.
Small business often lack a hard structure. They are short-staffed and all employees typically wear different hats around the company.
The tech team had already built a proof of concept (PoC) by the time I joined the project. This PoC generated expected results but -
The model's capabilities were very similar to ChatGPT, for the user. Why would someone use this tool if all this can do is generate tailored content based on some documents? What was the differentiator?
The AI framework used a 'Crew AI' model to simulate the roles of different members of a marketing and sales team. Personalizing this needed a thorough understanding of the framework. This involved a significant learning curve.
Small business often lack a hard structure. They are short-staffed and all employees typically wear different hats around the company.
How Might We
1.
Utilize the existing technology to allow SMBs and their BDRs to effectively create, manage and monitor ABM campaigns?
Utilize the existing technology to allow SMBs and their BDRs to effectively create, manage and monitor ABM campaigns?
2.
Create an interface that is simple and easy to use?
Create an interface that is simple and easy to use?
3.
Make it easy for SMBs to customize the tool and the AI responses to better fit their company persona, strategy and vision?
Make it easy for SMBs to customize the tool and the AI responses to better fit their company persona, strategy and vision?
THE PROCESS
This project needed me to dive deep into a new industry. I studied and understood the processes involved, spoke to stakeholders to understand their goals, prioritizing what is important for them and which problems are the most useful to solve.
This project needed me to dive deep into a new industry. I studied and understood the processes involved, spoke to stakeholders to understand their goals, prioritizing what is important for them and which problems are the most useful to solve.
A typical account based marketing flow
A typical account based marketing flow
User Interviews and SME Interviews revealed the following insights:
User Interviews and SME Interviews revealed the following insights:
From these interviews, I could determine the primary stakeholders of this tool, what their goals and key metrics are.
From these interviews, I could determine the primary stakeholders of this tool, what their goals and key metrics are.
DESIGN PRINCIPLES
Based on the above research, I formulated some design principles that would drive the tone and functionality of this tool and got a sign off from the PM.
Based on the above research, I formulated some design principles that would drive the tone and functionality of this tool and got a sign off from the PM.
Simplicity
Personalization
Efficiency
Feasibility
Simplicity
Personalization
Efficiency
Feasibility
INTERFACEE DESIGN
The tool has two user profile views, Agent and Owner. Each with different features, functionalities and affordances based on the primary goals and metrics for the profile learnt from user interviews.
The tool has two user profile views, Agent and Owner. Each with different features, functionalities and affordances based on the primary goals and metrics for the profile learnt from user interviews.
Agent or Business Development Representative View
Agent or Business Development Representative View
Starting and executing a new "Workflow"
Starting and executing a new "Workflow"
The agents or BDRs running a "workflow" is the most crucial functionality of the tool. This is the feature through which users utilize the AI model to generate campaigns for sourced lead lists.
The agents or BDRs running a "workflow" is the most crucial functionality of the tool. This is the feature through which users utilize the AI model to generate campaigns for sourced lead lists.
Low-Fidelity Iterations:
Low-Fidelity Iterations:
Primary Considerations:
Does the type of outputs selected influence the type of input files needed for the system?
Does the user need to breakdown which file to use in what context or can the AI figure that out itself when dumped with all the files?
Primary Considerations:
Does the type of outputs selected influence the type of input files needed for the system?
Does the user need to breakdown which file to use in what context or can the AI figure that out itself when dumped with all the files?
Final User Flow:
Start new flow — Attach documents or URLs you want the AI to use — Select the output types for campaigns — Let the co-pilot generate results — Traverse through the results to edit and send.
Final User Flow:
Start new flow — Attach documents or URLs you want the AI to use — Select the output types for campaigns — Let the co-pilot generate results — Traverse through the results to edit and send.
Working with co-pilot
Working with co-pilot
Once the results are generated, the user can traverse through a tabular list of generated content. The user can work with the co-pilot to organize the list, prompt it to make changes to the content and view the campaigns generated through different "channels" - text, email and video.
Once the results are generated, the user can traverse through a tabular list of generated content. The user can work with the co-pilot to organize the list, prompt it to make changes to the content and view the campaigns generated through different "channels" - text, email and video.
Low-Fidelity Iterations:
Low-Fidelity Iterations:
Primary Considerations:
The window containing different panels for result tables, preview and co-pilot need to be adjustable, accessible with keyboard and intuitive.
The co-pilot should be easily accessible and augmented into the workflow seamlessly.
User might want to edit a few responses, preview a few responses and send all or a few of the outreach messages at once.
Primary Considerations:
The window containing different panels for result tables, preview and co-pilot need to be adjustable, accessible with keyboard and intuitive.
The co-pilot should be easily accessible and augmented into the workflow seamlessly.
User might want to edit a few responses, preview a few responses and send all or a few of the outreach messages at once.
Final User Flow:
Click on any cell on the table to preview — use co-pilot to sort lists or show or hide specific information on the leads — double click any cell/preview window to open editor — review content, traverse through various output formats and edit content using co-pilot — send all or selected campaigns.
Final User Flow:
Click on any cell on the table to preview — use co-pilot to sort lists or show or hide specific information on the leads — double click any cell/preview window to open editor — review content, traverse through various output formats and edit content using co-pilot — send all or selected campaigns.
Managing campaigns
The user should be able to view all campaigns or transaction chains, move leads from one stage to another, follow up with leads, and monitor progress.
The user should be able to view all campaigns or transaction chains, move leads from one stage to another, follow up with leads, and monitor progress.
Primary Considerations:
Filter through different "transactions" by client, lead status, industry etc. Track whether the outreach are being received, opened/unopened or engaged with.
Each lead may be contacted through multiple campaigns about multiple products, services or initiatives. BDRs should be able to see all the parallel conversations and outreach efforts happening with each lead.
Analytics dashboard shows accounts to be followed up with, lead statuses, outreach efforts and more.
Primary Considerations:
Filter through different "transactions" by client, lead status, industry etc. Track whether the outreach are being received, opened/unopened or engaged with.
Each lead may be contacted through multiple campaigns about multiple products, services or initiatives. BDRs should be able to see all the parallel conversations and outreach efforts happening with each lead.
Analytics dashboard shows accounts to be followed up with, lead statuses, outreach efforts and more.
Final User Flow:
View all parallel conversations happening with a potential customer — change the status of leads as they move across the funnel — click to view the conversations over an expanded view and use a 1-click follow up as needed — View analytics to see performance metrics, leading accounts and accounts that need follow up.
Final User Flow:
View all parallel conversations happening with a potential customer — change the status of leads as they move across the funnel — click to view the conversations over an expanded view and use a 1-click follow up as needed — View analytics to see performance metrics, leading accounts and accounts that need follow up.
Business Owner View
Business Owner View
Customizable Dashboard
Customizable Dashboard
The primary goals of the business owners are to monitor metrics, oversee all outreach campaigns, the work of their teams and make data-backed decisions to drive growth like - which channels of communication to use, what kind of campaigns to run, observe any seasonal spikes or trends to take advantage of etc.
The primary goals of the business owners are to monitor metrics, oversee all outreach campaigns, the work of their teams and make data-backed decisions to drive growth like - which channels of communication to use, what kind of campaigns to run, observe any seasonal spikes or trends to take advantage of etc.
Low-Fidelity Iterations:
Primary Considerations:
I first started with a control panel view of the main dashboard to limit the number of options and information available at a glance. However this didn't workout because as the scope of the features and affordances increased, this view was no longer scalable. I then reverted back to a dashboard view with a side navigation to allow easy transition between one feature to another while leaving room for future iterations.
The dashboard window needs to be highly customizable to allow the business owner to view what is important to them.
Primary Considerations:
I first started with a control panel view of the main dashboard to limit the number of options and information available at a glance. However this didn't workout because as the scope of the features and affordances increased, this view was no longer scalable. I then reverted back to a dashboard view with a side navigation to allow easy transition between one feature to another while leaving room for future iterations.
The dashboard window needs to be highly customizable to allow the business owner to view what is important to them.
Managing Campaigns
Managing Campaigns
Small businesses provide a 'personal-touch' to their customers. It is this personal interaction that keeps customers coming back. 3 out of 3 business owners I interviewed said, they prefer calling their customers to close deals in person. Managing campaigns for business owners is seeing how a campaign is doing, who is handling those campaigns, filtering and sorting lists, reaching out to SQLs and closing a deal.
Small businesses provide a 'personal-touch' to their customers. It is this personal interaction that keeps customers coming back. 3 out of 3 business owners I interviewed said, they prefer calling their customers to close deals in person. Managing campaigns for business owners is seeing how a campaign is doing, who is handling those campaigns, filtering and sorting lists, reaching out to SQLs and closing a deal.
Low-Fidelity Iterations:
UNDERSTANDING THE AI FRAMEWORK
A huge part of this project was understanding the feasibilities and constraints of the Crew AI framework. I worked closely with the developers to learn how it works, to what extent the user can use this framework and what it would do on the back end. I collaborated with the engineers to answer the following questions -
What is Crew AI?
Crew AI framework generates multiple AI agents that specialize in one specific role. The crew has defined roles like Source Researcher, Target Researcher, Research Coordinator, Outreach Assistant, and Video Script Writer. Each role has a back-story, a task description and an expected output. All agents in the crew work together to generate a final output.
To what extent can users interact with the crew to customize the outputs to their needs?
The crew is highly interactable. The user can change the prompts for the backstory, task description and expected output for all individual agents in the crew.
A huge part of this project was understanding the feasibilities and constraints of the Crew AI framework. I worked closely with the developers to learn how it works, to what extent the user can use this framework and what it would do on the back end. I collaborated with the engineers to answer the following questions -
What is Crew AI?
Crew AI framework generates multiple AI agents that specialize in one specific role. The crew has defined roles like Source Researcher, Target Researcher, Research Coordinator, Outreach Assistant, and Video Script Writer. Each role has a back-story, a task description and an expected output. All agents in the crew work together to generate a final output.
To what extent can users interact with the crew to customize the outputs to their needs?
The crew is highly interactable. The user can change the prompts for the backstory, task description and expected output for all individual agents in the crew.
Image Source : https://docs.crewai.com/introduction
Image Source : https://docs.crewai.com/introduction
HUMAN-AI INTERACTION
The main questions to ask while designing the scope and nature of interactions that can happen between the users and AI were -
The main questions to ask while designing the scope and nature of interactions that can happen between the users and AI were -
1.
What is the difference in the kind of tasks that each user profile would perform with the AI?
What is the difference in the kind of tasks that each user profile would perform with the AI?
2.
If the goal is to monitor metrics and customize the crew to be generate better results, can we then track version history that the owners can use to judge?
If the goal is to monitor metrics and customize the crew to be generate better results, can we then track version history that the owners can use to judge?
3.
Would an average user be able to understand the intricacies of the crew and be able to make meaningful edits to the agent descriptions and back stories?
Would an average user be able to understand the intricacies of the crew and be able to make meaningful edits to the agent descriptions and back stories?
This is where I took the front seat and facilitated a design workshop with the PM, engineers and analysts to brainstorm solutions. The goal was to answer -
How might we make sure the AI framework is easy to interact with, useful and tactical?
This is where I took the front seat and facilitated a design workshop with the PM, engineers and analysts to brainstorm solutions. The goal was to answer -
How might we make sure the AI framework is easy to interact with, useful and tactical?
KEY LEARNINGS
This project involved learning a lot of new industry terminology and new things about the technology. Identifying the key stakeholders of your process and your product, and asking the right questions to the right people is crucial for success while working with ambiguity.
This project sparked a great interest in humanizing AI products and simplifying complex interactions for me. This interest led me to go one step further and complete a certification on AI for designers by Interaction Design Foundation.
Every time an algorithm is run to generate results, a lot of meta data is generated along with it. With the right intentions, designers can always work with developers to identify data that is being generated but not displayed to utilize it in more meaningful ways.
For example, tagging companies by their industry was not initially a part of the scope or displayed, but the AI obviously needed to figure out what industry it is writing content for, so this was easily a metric that could be brought front to the interface.
Most times, the tech itself, no matter how novel, cannot be of use to its users in its raw form. By asking the right questions, tech can be transformed into actual solutions.
This project involved learning a lot of new industry terminology and new things about the technology. Identifying the key stakeholders of your process and your product, and asking the right questions to the right people is crucial for success while working with ambiguity.
This project sparked a great interest in humanizing AI products and simplifying complex interactions for me. This interest led me to go one step further and complete a certification on AI for designers by Interaction Design Foundation.
Every time an algorithm is run to generate results, a lot of meta data is generated along with it. With the right intentions, designers can always work with developers to identify data that is being generated but not displayed to utilize it in more meaningful ways.
For example, tagging companies by their industry was not initially a part of the scope or displayed, but the AI obviously needed to figure out what industry it is writing content for, so this was easily a metric that could be brought front to the interface.
Most times, the tech itself, no matter how novel, cannot be of use to its users in its raw form. By asking the right questions, tech can be transformed into actual solutions.
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2026 Designed by Pratya Nellore on Framer
Looking for a design upgrade? Let's chat!
Drop by to say hi!
2026 Designed by Pratya Nellore on Framer