Pivot Edge
Internal sales-ops app that lifted pipeline velocity 10× for an enterprise category team.
The brief.
Sales ops teams were stitching pipeline data together across four systems and a forest of spreadsheets. Pivot Edge replaced that with a single opinionated cockpit — one that knows what the next best action is and surfaces it before anyone has to ask.
The team was losing hours every day to data reconciliation, not selling. Reps couldn't see deal health without exporting CSVs, and managers were flying blind on forecast risk. The brief: design a workspace that thinks ahead — and ships in a quarter.
Talking to real users.
- ✦Contextual shadowing
- ✦Diary studies
- ✦Jobs-to-be-done interviews
- ✦Usability testing
7 sales reps · 3 regional managers · 2 ops leads
6 weeks discovery + weekly validation cycles
"I spend more time reconciling CRM than talking to buyers."
"I need to know which deals to save this week — not last quarter's report."
- Insight 01
Data trust is broken
Reps double-check every CRM field manually. If the workspace can't be trusted, it will be worked around.
- Insight 02
Managers scan, reps focus
Two mental models in one product — glance vs deep-dive — needed distinct surfaces.
- Insight 03
Next-best-action beats dashboards
Reps wanted a queue, not analytics. We turned insights into recommended moves.
How it came together.
- 01
Shadowed seven reps across three regions to map the real shape of a sales day.
- 02
Co-designed a deal-state model with engineering so the UI mirrored a single source of truth.
- 03
Built a token-driven component library that scaled to 40+ screens without redesign churn.
- 04
Validated each module with weekly think-alouds — every flow earned its place.
Inside the work.
