Telling Sales Teams Who to Call, and Why
An AI sales platform for enterprise teams, and the design system it grew into
8 min
For two years I was the product designer at Aptivio, a New York startup that uses buyer-intent data to tell sales teams which accounts to work next. I designed the web app, its tablet, mobile and browser-extension versions, and the design system that became Boon.
Industry
AI, Sales Enablement, B2B SaaS
Role
UX Designer
Full-Stack Product Designer
Project Duration
2 years (2023–2025)
Focus
UX Strategy
Prototyping
Design System
Go-To-Market Tools
→ Context
Aptivio started as a no-code product. As it grew, the data got richer and the interface couldn’t keep up. I worked with the product lead, data scientists and engineers to turn intent signals into something a seller could act on in a few seconds.
→ Challenge
Sales teams were drowning in data and still guessing. Leads arrived without context, signals sat in separate tools, and campaigns were static lists.
The job: show the right account, the reason it matters now, and the next step, inside the tools sellers already use.
The job: show the right account, the reason it matters now, and the next step, inside the tools sellers already use.
→ Discovery & Insight
I ran interviews with sellers, marketers and leadership, and we mapped the work into four steps we called MOVE: Match the opportunity, Validate buyer intent, Engage, and Learn from results.
The clearest finding was simple. Sellers didn’t want more insight. They wanted to be told what to do next, and why.
The clearest finding was simple. Sellers didn’t want more insight. They wanted to be told what to do next, and why.
→ From Aptivio to Boon
The patterns we built for Aptivio became Boon: dynamic audiences, multi-touch campaigns and in-context coaching.
I led the Boon design system with design consultants in Figma and front-end engineers who built the tokens and components into Storybook.
Read the Boon design system case →I led the Boon design system with design consultants in Figma and front-end engineers who built the tokens and components into Storybook.
→ Results
Integrations with Salesforce, Microsoft and Oracle meant sellers could act on insights where they already worked. In interviews, sellers told us they’d rather act inside their CRM than switch to another tool.
We benchmarked against Apollo, Buzz and Regie.ai to find where guided, in-context actions could set Aptivio apart.
We benchmarked against Apollo, Buzz and Regie.ai to find where guided, in-context actions could set Aptivio apart.
“We don’t just surface leads. We coach in context. George helped make that real.” — Product Owner, Aptivio
“I truly loved working with you. Thank you for your great contributions to Boon.ai branding and UX” — CEO, Aptivio
Big thanks to DOOR3’s UX team, who helped us a ton. 🪄
