Info
Seel is a unified workspace that helps B2B SaaS sales teams close deals faster by automating task flows, aligning stakeholders, and centralising collaboration. The redesigned experience acts like a glass pane, giving both sales reps and prospects full visibility into every stage of the deal process without unnecessary friction.
🚀 Impact
→ Reduced navigation time by approximately 40% through restructured layouts.
→ Designed 8+ modular flows covering onboarding, POCs, and team collaboration.
→ Set the foundation for scaling deal volume by up to 70% and improving close rates by up to 33%.
Seel is a unified workspace that helps B2B SaaS sales teams close deals faster by automating task flows, aligning stakeholders, and centralising collaboration. The redesigned experience acts like a glass pane, giving both sales reps and prospects full visibility into every stage of the deal process without unnecessary friction.
🚀 Impact
→ Reduced navigation time by approximately 40% through restructured layouts.
→ Designed 8+ modular flows covering onboarding, POCs, and team collaboration.
→ Set the foundation for scaling deal volume by up to 70% and improving close rates by up to 33%.
Seel is a unified workspace that helps B2B SaaS sales teams close deals faster by automating task flows, aligning stakeholders, and centralising collaboration. The redesigned experience acts like a glass pane, giving both sales reps and prospects full visibility into every stage of the deal process without unnecessary friction.
🚀 Impact
→ Reduced navigation time by approximately 40% through restructured layouts.
→ Designed 8+ modular flows covering onboarding, POCs, and team collaboration.
→ Set the foundation for scaling deal volume by up to 70% and improving close rates by up to 33%.
Services
Services
Website Design
Web Design
Web Design
Webapp Design
Webapp Design
Role
Role
Lead Product Designer
Lead Product Designer
Year
Year
2024
2024
Industry
Industry
Sales | SAAS | B2B
Sales | SAAS | B2B
Close Deals Faster and Smater - in a Single Glass Pane.
Close Deals Faster and Smater - in a Single Glass Pane.
As the lead designer on this project, I was responsible for improving Seel’s existing platform, identifying usability gaps, and translating them into a clearer, more scalable product experience. I began by reviewing the live product, surfacing key issues around navigation depth, unclear UX copies, and inconsistent UI patterns.
I mapped and redesigned over eight core flows, introduced reusable design components, reduced screen clutter, and simplified copy across the platform.
Final outputs included high-fidelity web designs in Figma, system-level components, and structured handoff guidance for the development team.
Understanding the Problem: Where Seel’s Promise Fell Short
Understanding the Problem: Where Seel’s Promise Fell Short
Seel had powerful intentions → helping B2B sales teams close deals faster through structured collaboration and automation.
But the product’s execution didn’t match its promise.
On first entry, users were met with dense navigation and unclear terminology with security gaps where I realised that I was able to view my POCs from other accounts after switching logins. Key terms like “POC” (Proof of Concept) weren’t explained and acronyms like “MAP” or “AE” created unnecessary friction, especially for first-time users.
The visual design was outdated, inconsistent UX patterns, and overused illustrations which cluttered the experience. Multiple stacked nav bars made even simple tasks feel heavy.
These small misalignments compounded into cognitive load. It slowed sales teams down, and made it difficult for Seel to scale across teams, markets, or use cases.
Seel had powerful intentions → helping B2B sales teams close deals faster through structured collaboration and automation.
But the product’s execution didn’t match its promise.
On first entry, users were met with dense navigation and unclear terminology with security gaps where I realised that I was able to view my POCs from other accounts after switching logins. Key terms like “POC” (Proof of Concept) weren’t explained and acronyms like “MAP” or “AE” created unnecessary friction, especially for first-time users.
The visual design was outdated, inconsistent UX patterns, and overused illustrations which cluttered the experience. Multiple stacked nav bars made even simple tasks feel heavy.
These small misalignments compounded into cognitive load. It slowed sales teams down, and made it difficult for Seel to scale across teams, markets, or use cases.
Seel had powerful intentions → helping B2B sales teams close deals faster through structured collaboration and automation.
But the product’s execution didn’t match its promise.
On first entry, users were met with dense navigation and unclear terminology with security gaps where I realised that I was able to view my POCs from other accounts after switching logins. Key terms like “POC” (Proof of Concept) weren’t explained and acronyms like “MAP” or “AE” created unnecessary friction, especially for first-time users.
The visual design was outdated, inconsistent UX patterns, and overused illustrations which cluttered the experience. Multiple stacked nav bars made even simple tasks feel heavy.
These small misalignments compounded into cognitive load. It slowed sales teams down, and made it difficult for Seel to scale across teams, markets, or use cases.
Analysing some of the existing competition
Analysing some of the existing competition
Understanding the product and requirements
Understanding the product and requirements
To build the right solution, I first needed to deeply understand Seel’s product logic and sales philosophy. I collaborated closely with co-founders Stephen Kinvi and James Ward, who provided insight into how Seel aimed to centralise complex sales workflows into one intuitive system.
They emphasised the need for speed, visibility, and collaboration. I identified that the core challenge wasn’t just design, it was simplifying how deals move forward without losing flexibility. I reviewed live usage, incorporated findings to create an deep product breakdown, and identified critical friction points, and visual inconsistency.
Based on this, I structured the project into six key phases: discovery and flow mapping, lo-fi sketches, scalable visual system creation, high-fidelity design, copy refinement, and final handoff.
To build the right solution, I first needed to deeply understand Seel’s product logic and sales philosophy. I collaborated closely with co-founders Stephen Kinvi and James Ward, who provided insight into how Seel aimed to centralise complex sales workflows into one intuitive system.
They emphasised the need for speed, visibility, and collaboration. I identified that the core challenge wasn’t just design, it was simplifying how deals move forward without losing flexibility. I reviewed live usage, incorporated findings to create an deep product breakdown, and identified critical friction points, and visual inconsistency.
Based on this, I structured the project into six key phases: discovery and flow mapping, lo-fi sketches, scalable visual system creation, high-fidelity design, copy refinement, and final handoff.
To build the right solution, I first needed to deeply understand Seel’s product logic and sales philosophy. I collaborated closely with co-founders Stephen Kinvi and James Ward, who provided insight into how Seel aimed to centralise complex sales workflows into one intuitive system.
They emphasised the need for speed, visibility, and collaboration. I identified that the core challenge wasn’t just design, it was simplifying how deals move forward without losing flexibility. I reviewed live usage, incorporated findings to create an deep product breakdown, and identified critical friction points, and visual inconsistency.
Based on this, I structured the project into six key phases: discovery and flow mapping, lo-fi sketches, scalable visual system creation, high-fidelity design, copy refinement, and final handoff.
The Solution
The Solution
I redesigned Seel to feel more intuitive, consistent, and ready to scale. The vague “POC” label was reframed as modular Projects, with templates and clear stage naming to reduce confusion and streamline setup.
Across the platform, I introduced consistent interaction patterns, clearer CTA hierarchy, and a simple system built with modern typography, flexible grids, and reusable components. Together, these changes made the interface cleaner, faster, and easier to navigate, supporting both new users and growing teams.
I redesigned Seel to feel more intuitive, consistent, and ready to scale. The vague “POC” label was reframed as modular Projects, with templates and clear stage naming to reduce confusion and streamline setup.
Across the platform, I introduced consistent interaction patterns, clearer CTA hierarchy, and a simple system built with modern typography, flexible grids, and reusable components. Together, these changes made the interface cleaner, faster, and easier to navigate, supporting both new users and growing teams.
I redesigned Seel to feel more intuitive, consistent, and ready to scale. The vague “POC” label was reframed as modular Projects, with templates and clear stage naming to reduce confusion and streamline setup.
Across the platform, I introduced consistent interaction patterns, clearer CTA hierarchy, and a simple system built with modern typography, flexible grids, and reusable components. Together, these changes made the interface cleaner, faster, and easier to navigate, supporting both new users and growing teams.
Dashboard
Dashboard
Create Project / POC
Create Project / POC
Creating a Stage in Projects
Creating a Stage in Projects
Managing Documents in Projects
Managing Documents in Projects
Tasks
Tasks
Informational Modals
Informational Modals
Learnings and Next Steps
This project sharpened my ability to design for fast-moving B2B teams where clarity drives performance. Working closely with Seel’s co-founders gave me insight into how sales teams prioritise speed and consistency.
After redesigning the core flows and building a scalable system, I handed off the project with full documentation at sign-off.
