Seel HQ

Seel HQ

View live site

View live site

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.

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

Name

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.

Name

Analysing some of the existing competition

Name

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.

Name

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.

Dashboard

Name

Create Project / POC

Name

Creating a Stage in Projects

Name

Managing Documents in Projects

Name

Tasks

Name

Informational Modals

Name

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.

More

projects

View all projects

Got a project
in mind?

Let's have a chat about it

Get in touch

More

More

More

projects

projects

projects

All projects