Cortera – Ben Mendelsohn

Cortera is a software company looking to reimagine their B2B
sales prospecting software.

Duration

2020 part-time

role

UX/UI Design

type

Client Work

CLIENT objective

The executive team reached out to rethink their public facing and pro experience.

This project was conducted through the RIT Magic Center,
a university research and innovation center. Stephanie, one of my friends and co-workers, worked at the Magic Center previously on a research project. When the Cortera opportunity arose, she reached out to me if I would like to join the team. Our team consists of design students and my professor.

The executive team reached out to the RIT MAGIC Center, a university research and innovation center, to gain creative perspectives on ‘Zembles. ‘Zembles is a web application for sales representatives to find and sell to new companies.

public facing experience

Transitioning users from a Google search to natively using the Product Ecosystem

When a sales representative has a question and wants to learn more about prospects, Cortera wants to be easily discoverable and ranked highly on Google search. The original company webpage presented all the content at once, which made it more challenging to interpret.

We designed an all-new public-facing experience that consists of pages dedicated to common search queries. I created a typographic scale in our design system to establish a consistent hierarchy throughout the software. Moreover, I designed a responsive header structure and content card modules.

design detail

The content is even dynamic within pages

The order of content adjusts based on the search query that lead us to the module design. Each card of content can be easily moved around that provides a user-centric experience.

design detail

Location page filters adapt to the company and its size

Cortera's database has companies of all sizes, from large corporations to smaller companies. The location page filters adapt to these varying company sizes. If a company is smaller, the filters will change from a state and country-level to only showing its state locations.

design detail

At the bottom of each page, there are related companies

We simplified and reduced the number of steps to finding similar companies. Instead of clicking buttons and moving to different screens, the recommended companies are located below the content.

BEFORE

1
View a single company's information page

2
Click on "Find Similar Companies" button and apply filters

3
Browse a list of similar companies

AFTER

Free Version
View 3 similar companies

Pro Version
Filter and view several similar companies.

design detail

An overwhelming list to organized and engaging cards.

We switched from lists to cards to improve readability and engagement. The larger "top zemble" card prevents users from feeling overwhelmed by the choices. Below the top 'zembles are smaller "baby 'zembles" cards. These cards showcase more results in an organized and compact space.

When redesigning the similar company information into a card format, I first listed all the required information. The information includes buying behavior (materials, shipping, equipment), company (name, size, industry, type), and status (credit score, rating, and compatibility). Then, I iterated and organized the content in unique ways to find the best solution.

Browser Extension

Creating a new paradigm for users to interact with data

The browser extension takes Cortera's complex information into a compact, customizable experience for sales lead research. I specifically designed the layout for the extension's information, including the buying behavior, credit score, company information overview, settings, and the loading activation experience.