Upscale Engage: LinkedIn Chrome Extension

Upscale Engage is a tool designed to optimize sales outreach by seamlessly integrating with LinkedIn to build and manage contact databases. It automates critical tasks such as prospecting and following up, enabling Sales Development Representatives (SDRs) to increase efficiency and focus more on engaging meaningfully with potential clients. This Chrome extension is a powerful extension of the Upscale AI dashboard, providing users with advanced capabilities without leaving their browser.

Scope: Chrome Extension
Duration: 1.5 Years
Tools: Figma, FigJam, Atlassian
Role: (Founding) Product Designer, (Unassigned) Associate Product Manager
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Disclaimer: Boosted revenue by 130% in less than 2 years. ‍

CONTEXT

While the Upscale AI dashboard significantly boosted user productivity by automating tasks, increasing efficiency by 200%, there remained a minor inconvenience for users managing LinkedIn tasks. The process did not fully automate the redirection to a prospect’s LinkedIn profile. Users were required to manually copy their messages into LinkedIn’s direct messaging system, which did not alleviate their workload.

PROBLEM

The team recognized the necessity for a dedicated entity to address the ongoing inefficiencies associated with LinkedIn-related tasks.

UNDERSTAND THE DESIGN PROBLEM

How can we design a tool that not only enhances functionality but also encourages widespread user adoption?

SOLUTION

Introducing Upscale Engage, a Chrome Extension tool designed to accelerate the sales pipeline process for Sales Development Representatives (SDRs) by optimizing their interactions and tasks on LinkedIn.

RESEARCH

Bound by a NDA, I am limited to discussing only certain aspects of the process.

USER INTERVIEW

As the sole product designer, I conducted interviews with a majority of our clients, focusing specifically on Sales Development Representatives (SDRs) and CEOs.

INSIGHTS

We extracted 4 pivotal insights resonating with all participants

• Users are seeking a solution to track their LinkedIn tasks separately for better organization.
• There is a common preference for automating the addition of prospects to the dashboard to save time.
• Users require a system that alerts them to non-LinkedIn tasks to stay on top of all their responsibilities.
• There's a need for a feature that allows users to edit information quickly without having to navigate through their entire user dashboard.

CHALLENGES

We validated these use cases by surveying users and decided to roll out our chrome extension solution in versions to get more clarity on the usage of LinkedIn tasks.

Converting the full web application into a Chrome extension wasn't the optimal approach due to the unclear parameters of the problem at hand.

To navigate this, we prioritized a data-driven strategy. Collaborating with the Product Manager, we delved into the analytics to understand current app usage patterns. The company's business objective was to roll out versions of Chrome extension focused solely on managing LinkedIn tasks.

The long-term vision was to gradually augment the extension's features to mirror those of the web application, all the while ensuring it remained lightweight and functioned effectively as an independent application.

WIREFRAMES

We initiated the high-fidelity prototyping phase, keeping our primary considerations at the forefront, particularly spatial efficiency, which is crucial for a Google Chrome extension. The initial wireframes were finalized through traditional paper and pen sessions with stakeholders and the CEO. High-fidelity mockups were created using Figma. During the first rollout, the emphasis on the UI was minimal.

PROBLEM

Our examination of user data indicated a considerable opportunity to enhance the prospect profile feature. The extension fell short in facilitating quick retrieval of previously found profiles, and it lacked options for personalization.

VERSION 2

I spearheaded the team in this phase, guiding the creation of Figma screens, style guides, and interaction designs.

The challenges encountered in the initial version propelled us to develop a new swipeable panel at the bottom, providing users with effortless access to all essential functions. My aim was to present the full task list on the landing page, displaying only the necessary details. I simplified and rearranged the infrequently used aspects of the UI, enabling users to instantly view their full history on the 'Recently Contacted' page. Additionally, the 'More' section was designed to offer quick access to support and customization settings.

USER TESTING & FEEDBACK

The redesigned profile section now mirrors the flow of the web application, allowing users to seamlessly access prospect information without the need to switch between the extension and the app.

REFLECTION

This project was a profound learning journey for me, not only in design but also in understanding the intricacies of product management. Working alongside the Product Manager, I was immersed in the strategic aspects of product development, gaining insights into how decisions are made and the importance of aligning product features with broader business objectives. This collaboration was instrumental in sharpening my skills in strategic thinking, allowing me to appreciate how each feature, such as the Chrome extension, fits into the overall product ecosystem and contributes to the company's revenue goals.

As I led the design team through the high-fidelity prototyping phase, I learned to balance the creative aspects of design with practical business considerations. The need for a Chrome extension emerged from user demand and a strategic perspective to capture a niche market segment that could significantly enhance user engagement and productivity, thereby driving increased usage and revenue. This dual focus on user needs and business outcomes helped me develop a comprehensive approach to product design, where every decision is a step towards innovation and market leadership. The experience was incredibly enriching, teaching me the delicate art of blending aesthetics with functionality and market viability.

KEY TAKEAWAY

Embracing an anti-solutionist approach proved invaluable, allowing us to step back and thoroughly understand the user needs and business goals.