Signal Configurator
I led the design of a critical feature for Cognism during a major shift in the company’s strategy. Cognism was transitioning from providing contact data on demand to becoming an AI-first company that proactively surfaced the companies and contacts GTM teams needed—at the right time. The Signal Configurator allowed sales teams to set up custom scenarios and receive alerts when companies or contacts matched. This feature significantly improved the efficiency of Revenue Operations teams, enabling salespeople to spend less time searching for leads and more time on outreach and creating sales opportunities.
Planning
The concept of a Signals Configurator received such positive feedback from beta users that it was prioritised on the product roadmap. With a tight deadline, the team adopted an agile, iterative approach to ensure delivery. I formed a small working group of senior stakeholders from Product, Engineering, and Data. Together, we identified a small set of sales signals that would be popular with users, feasible to build within the timeline, and easy to expand on to continue adding value to the product. Once the signals were agreed upon, planning sessions were held to define the operators and values needed for each.
Component Design
I don’t usually write about building components, but this was no ordinary one! Its complexity made it one of the most challenging things I’ve ever designed. Beyond looking good, it had to be easy for designers to configure in Figma.
I created individual rows as a component set with nested instances, allowing designers to customise controls, select how many rows to display, and choose the row type. While it was challenging to build, it enabled designers to quickly select and configure the component to their needs.
Summary
If you’ve made it this far, thank you! I genuinely appreciate you taking the time to read about my work.
Overall, this was a great project to work on, and I thoroughly enjoyed it. From a design perspective, it was challenging but a valuable addition to SaaSy, the company’s design system. It was also rewarding to take the lead on something that would be so impactful and transformative for the company.
