Danny J. Williams





LeadSift helps sales teams find and contact ideal customers faster with company data and buying signals. As lead designer, I built a foundation for design processes, coordinated prototyping and user testing plans and got my hands dirty with visual design work. View live project here.



At the time I joined the team, LeadSift had dozens of paying customers and plenty of feedback on non-designed prototypes, but lacked a user interface. Many of their customers expressed interest in having a self-serving web application for LeadSift's service, but before jumping into designing anything I decided it was best to take inventory of who we were designing for.

“Why? Why not?”

Fortunately, the team had already conducted several interviews with existing customers. Using the team’s preliminary research, I started by identifying why customers were leaving, why customers were staying and what their primary goals with LeadSift were. 

LeadSift - User Flows V1.0(1).png

After mapping out primary use cases, I created a series of users flows. The same week, we reviewed user flows with team members and customers to confirm our understanding of user needs. The following week I wrote out each interface and created low fidelity wireframes to take shape of our early user research.

Over time we increased the fidelity of our interface designs, discussing with customers every step of the way. With plenty of feedback on our roughly designed interfaces, I got to work on a prototype.


After creating a functioning prototype, I created a script and full testing plan for the team to use while conducting user testing.

Over a period of 3 weeks we performed several prototype iterations with variations on feature sets, navigation and overall layout. 



Ultimately, we decided to remove several features, focusing solely on LeadSift’s core offering for a simple user experience.

Through prototyping we identified a need to move from a sidebar navigation to a top navigation, thereby freeing up horizontal space for users to interact with their search results.

We learned what users want and what users need are often times two different things. The best way to tease out these insights is to prototype and test your assumptions and understanding of them.



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