B2B SaaS
Led the end-to-end UX/UI design for Groove’s (a Clari company) mobile app—a sales engagement platform—delivering a sleek, high-performance mobile experience that helped increase user engagement, retention, and revenue.
Background & Challenge
Groove, a leading sales engagement platform, faced a critical gap in its mobile experience. While its desktop product was robust and well-adopted, the mobile interface was outdated, fragmented, and failed to meet the fast-evolving needs of modern sales professionals.
As more field and hybrid reps relied on mobile devices for real-time client engagement, pipeline tracking, and productivity, Groove’s limited mobile offering led to frustration, low retention, and missed opportunities to empower sellers on the go. To stay competitive and truly support the full sales workflow, Groove needed a mobile experience that matched the performance, usability, and functionality of its desktop counterpart.
Key challenges included:
A fragmented and outdated mobile experience with low user retention.
Poor usability in key workflows like logging activities, sending emails, and checking pipeline updates.
Lack of feature parity with the desktop app.
Missed opportunities for mobile-native interaction patterns like gestures and push notifications.
Solution
As Lead Designer, I led the end-to-end redesign and successful launch of Groove’s first fully modernized mobile platform. I transformed it from a clunky, underused utility into a streamlined, user-centric tool that empowered sales reps on the go and directly supported revenue-generating activities.
Faced with the challenge of aligning mobile functionality with the speed and complexity of modern sales workflows, I worked cross-functionally with product and engineering to simplify critical tasks, reduce friction, and ensure feature parity with the desktop platform—all while designing natively for mobile behavior.
Key design improvements included:
Mobile-First Workflows: Streamlined task flows for high-impact actions like logging activity, engaging prospects, and tracking follow-ups—all optimized for quick execution on the go.
Intuitive Navigation: Introduced clean, task-focused navigation patterns that minimized cognitive load and allowed reps to move fast and stay focused.
Mobile-Native UX: Designed with responsiveness in mind—incorporating swipe actions, real-time sync, and push notifications to meet users where they are.
Unified Visual System: Built a cohesive visual language that mirrored the desktop experience and strengthened cross-device consistency and brand integrity.
42%
25%
34%
Process
A user-centered, data-driven design process anchored this transformation, balancing deep research, iterative validation, and close cross-functional collaboration. From uncovering critical business goals and user pain points through discovery to rigorously testing and refining designs, each phase was purpose-built to deliver a seamless, high-impact mobile experience that drives real value for sales teams and the business alike.
Discovery & Research
Conducted deep-dive stakeholder interviews with PMs, engineering, and sales leadership to define business goals and critical use cases.
Led competitor audits of platforms like Outreach, Salesforce Mobile, and SalesLoft to identify gaps and opportunities for innovation.
Mapped end-to-end sales rep workflows and created personas to uncover mobile-specific pain points.
Design Exploration & Validation
Created user flows, wireframes, and interactive prototypes using Figma.
Facilitated design reviews and collaborative workshops to align teams around design direction and prioritize features.
Ran targeted A/B tests and beta pilots with sales teams to validate critical workflows like activity logging and task management.
Execution & Support
Delivered a complete mobile design system and annotated handoff files for engineering.
Provided ongoing design QA and supported the dev team through agile sprints to ensure pixel-perfect execution.
Results
The Groove mobile platform successfully closed the critical gap between user needs and technology, transforming from a basic utility into a powerful, revenue-enabling tool that empowers sellers to work smarter and faster—anywhere, anytime.
Key outcomes included:
Surge in Mobile Engagement: Daily active users among field and hybrid sales teams increased by 35% post-launch, demonstrating strong adoption and deeper user engagement.
Boosted Sales Productivity: Sellers reported a 25% reduction in time spent logging activities and managing tasks, streamlining CRM hygiene and driving more accurate, actionable data.
Strengthened Market Position: The revamped platform positioned Groove as a fully mobile-ready sales engagement solution, securing key enterprise deals that demanded robust mobile capabilities.
Built for Future Innovation: Established a scalable design and technical foundation enabling next-level features like offline access, personalized experiences, and advanced notifications.
By reimagining Groove’s mobile experience, we delivered a solution perfectly aligned with the pace, flexibility, and real-time demands of modern sales teams—without compromising power or usability. This transformation not only elevated user engagement but also cemented Groove’s leadership as a mobile-first innovator in a highly competitive market.
