Google Sales CRM
Google Sales CRM
Designing adaptive intelligence for Google Ads Sellers
Designing adaptive intelligence for Google Ads Sellers
Portfolio is the strategic account management workspace within Ads Connect Sales (Google's Sales CRM) where sellers orchestrate 500+ customer accounts quarterly. When the PM left during a critical revenue cycle, I extended my role to drive both product strategy and design, shipping adaptive intelligence that guided sellers to the right customers, reducing manual triage by 40% while capturing behavioral data to train future predictive AI models.
Portfolio is the strategic account management workspace within Ads Connect Sales (Google's Sales CRM) where sellers orchestrate 500+ customer accounts quarterly. When the PM left during a critical revenue cycle, I extended my role to drive both product strategy and design, shipping adaptive intelligence that guided sellers to the right customers, reducing manual triage by 40% while capturing behavioral data to train future predictive AI models.
Portfolio is the strategic account management workspace within Ads Connect Sales (Google's Sales CRM) where sellers orchestrate 500+ customer accounts quarterly. When the PM left during a critical revenue cycle, I extended my role to drive both product strategy and design, shipping adaptive intelligence that guided sellers to the right customers, reducing manual triage by 40% while capturing behavioral data to train future predictive AI models.
Role
Role
Lead Product Designer
Lead Product Designer
Scope
Scope
End-to-end Product Design Product Strategy Implementation Support Cross-functional Leadership
End-to-end Product Design Product Strategy Implementation Support Cross-functional Leadership
Collaborators
Collaborators
Engineering Business Content Design Google Brain (ML Research) Product/Business Leadership
Engineering Business Content Design Google Brain (ML Research) Product/Business Leadership
Timeline
Timeline
Q1 - Q3 2023
Q1 - Q3 2023
THE PROBLEM
THE PROBLEM
Through research with 15+ sellers, I uncovered that Portfolio functioned as a data ledger rather than a tool of action. It was data-rich, but insight-poor, with critical signals buried in tables of 500+ accounts.
Through research with 15+ sellers, I uncovered that Portfolio functioned as a data ledger rather than a tool of action. It was data-rich, but insight-poor, with critical signals buried in tables of 500+ accounts.
Through research with 15+ sellers, I uncovered that Portfolio functioned as a data ledger rather than a tool of action. It was data-rich, but insight-poor, with critical signals buried in tables of 500+ accounts.
High Cognitive Load
High Cognitive Load
High Cognitive Load
High Cognitive Load
High Cognitive Load
Sellers spent hours on manual triage, scanning 500+ rows to guess which accounts needed attention without clear guidance.
Sellers spent hours on manual triage, scanning 500+ rows to guess which accounts needed attention without clear guidance.
Sellers spent hours on manual triage, scanning 500+ rows to guess which accounts needed attention without clear guidance.
Sellers spent hours on manual triage, scanning 500+ rows to guess which accounts needed attention without clear guidance.
Sellers spent hours on manual triage, scanning 500+ rows to guess which accounts needed attention without clear guidance.
Missing the "Why"
Missing the "Why"
Missing the "Why"
Missing the "Why"
Missing the "Why"
The system showed what the data was ($1M spend) but not why it mattered now (20% budget drop, declining engagement).
The system showed what the data was ($1M spend) but not why it mattered now (20% budget drop, declining engagement).
The system showed what the data was ($1M spend) but not why it mattered now (20% budget drop, declining engagement).
The system showed what the data was ($1M spend) but not why it mattered now (20% budget drop, declining engagement).
The system showed what the data was ($1M spend) but not why it mattered now (20% budget drop, declining engagement).
Workflow Disconnect
Workflow Disconnect
Workflow Disconnect
Workflow Disconnect
Workflow Disconnect
Static sorting by spend ignored that urgency and opportunity often matter more than account size in the sales cycle.
Static sorting by spend ignored that urgency and opportunity often matter more than account size in the sales cycle.
Static sorting by spend ignored that urgency and opportunity often matter more than account size in the sales cycle.
Static sorting by spend ignored that urgency and opportunity often matter more than account size in the sales cycle.
Static sorting by spend ignored that urgency and opportunity often matter more than account size in the sales cycle.
These weren't separate problems, they stemmed from one core issue: sellers work in distinct phases, each requiring different information and priorities, yet the system treated every phase identically. The design needed to adapt to this reality, evolving from a passive list to an opinionated partner that guides sellers through their workflow.
These weren't separate problems, they stemmed from one core issue: sellers work in distinct phases, each requiring different information and priorities, yet the system treated every phase identically. The design needed to adapt to this reality, evolving from a passive list to an opinionated partner that guides sellers through their workflow.
These weren't separate problems, they stemmed from one core issue: sellers work in distinct phases, each requiring different information and priorities, yet the system treated every phase identically. The design needed to adapt to this reality, evolving from a passive list to an opinionated partner that guides sellers through their workflow.
APPROACH
APPROACH
Strategic Decision: Heuristics before AI
Strategic Decision: Heuristics before AI
Strategic Decision: Heuristics before AI
Strategic Decision: Heuristics before AI
Strategic Decision: Heuristics before AI
To build adaptive intelligence, we needed ML models that could learn from seller behavior, but our models lacked the training data. Rather than wait for 12-18 months, I designed an alpha using heuristics-based prioritization that mapped to how sellers prioritize: identifying growth opportunities, surfacing at-risk accounts, and adapting to workflow phases, delivering immediate value while building the foundation for future AI.
To build adaptive intelligence, we needed ML models that could learn from seller behavior, but our models lacked the training data. Rather than wait for 12-18 months, I designed an alpha using heuristics-based prioritization that mapped to how sellers prioritize: identifying growth opportunities, surfacing at-risk accounts, and adapting to workflow phases, delivering immediate value while building the foundation for future AI.
To build adaptive intelligence, we needed ML models that could learn from seller behavior, but our models lacked the training data. Rather than wait for 12-18 months, I designed an alpha using heuristics-based prioritization that mapped to how sellers prioritize: identifying growth opportunities, surfacing at-risk accounts, and adapting to workflow phases, delivering immediate value while building the foundation for future AI.
Workflow-Aware Design
Workflow-Aware Design
Workflow-Aware Design
Workflow-Aware Design
Workflow-Aware Design
I designed adaptive intelligence that automatically surfaces what matters most based on workflow phase. Making the logic transparent was critical as sellers needed to understand WHY a customer was prioritized, so I designed clear rationale for every ranking.
I designed adaptive intelligence that automatically surfaces what matters most based on workflow phase. Making the logic transparent was critical as sellers needed to understand WHY a customer was prioritized, so I designed clear rationale for every ranking.
I designed adaptive intelligence that automatically surfaces what matters most based on workflow phase. Making the logic transparent was critical as sellers needed to understand WHY a customer was prioritized, so I designed clear rationale for every ranking.
Customer Ranking + Rationale
Customer Ranking + Rationale
Customer Ranking + Rationale
Customer Ranking + Rationale
Customer Ranking + Rationale
Heuristics-based ranking that surfaced customers with clear rationale on why to engage, building trust through transparency while capturing feedback to train future AI models.
Heuristics-based ranking that surfaced customers with clear rationale on why to engage, building trust through transparency while capturing feedback to train future AI models.
Heuristics-based ranking that surfaced customers with clear rationale on why to engage, building trust through transparency while capturing feedback to train future AI models.
Heuristics-based ranking that surfaced customers with clear rationale on why to engage, building trust through transparency while capturing feedback to train future AI models.
Heuristics-based ranking that surfaced customers with clear rationale on why to engage, building trust through transparency while capturing feedback to train future AI models.
Time-sensitive Insights
Time-sensitive Insights
Time-sensitive Insights
Time-sensitive Insights
Time-sensitive Insights
Alert system surfacing critical moments like budget changes or engagement drops, with strict thresholds preventing alert fatigue while focusing on revenue-critical signals only.
Alert system surfacing critical moments like budget changes or engagement drops, with strict thresholds preventing alert fatigue while focusing on revenue-critical signals only.
Alert system surfacing critical moments like budget changes or engagement drops, with strict thresholds preventing alert fatigue while focusing on revenue-critical signals only.
Alert system surfacing critical moments like budget changes or engagement drops, with strict thresholds preventing alert fatigue while focusing on revenue-critical signals only.
Alert system surfacing critical moments like budget changes or engagement drops, with strict thresholds preventing alert fatigue while focusing on revenue-critical signals only.
Performance Dashboard
Performance Dashboard
Performance Dashboard
Performance Dashboard
Performance Dashboard
At-a-glance view of seller progress across points, revenue, and UAAs, connecting daily effort to quarterly targets and helping sellers focus on closing gaps.
At-a-glance view of seller progress across points, revenue, and UAAs, connecting daily effort to quarterly targets and helping sellers focus on closing gaps.
At-a-glance view of seller progress across points, revenue, and UAAs, connecting daily effort to quarterly targets and helping sellers focus on closing gaps.
At-a-glance view of seller progress across points, revenue, and UAAs, connecting daily effort to quarterly targets and helping sellers focus on closing gaps.
At-a-glance view of seller progress across points, revenue, and UAAs, connecting daily effort to quarterly targets and helping sellers focus on closing gaps.
Contextual Customer Details
Contextual Customer Details
Contextual Customer Details
Contextual Customer Details
Contextual Customer Details
Flyout providing customer context to support prioritization decisions while maintaining workflow continuity, allowing sellers to view details without losing their place.
Flyout providing customer context to support prioritization decisions while maintaining workflow continuity, allowing sellers to view details without losing their place.
Flyout providing customer context to support prioritization decisions while maintaining workflow continuity, allowing sellers to view details without losing their place.
Flyout providing customer context to support prioritization decisions while maintaining workflow continuity, allowing sellers to view details without losing their place.
Flyout providing customer context to support prioritization decisions while maintaining workflow continuity, allowing sellers to view details without losing their place.
SOLUTION
SOLUTION
I shipped an alpha that transformed Portfolio from a static ledger into an adaptive workspace that guides sellers through their workflow, while helping them identify high-impact actions across 500+ customer accounts and capturing behavioral data to train future predictive models.
I shipped an alpha that transformed Portfolio from a static ledger into an adaptive workspace that guides sellers through their workflow, while helping them identify high-impact actions across 500+ customer accounts and capturing behavioral data to train future predictive models.
I shipped an alpha that transformed Portfolio from a static ledger into an adaptive workspace that guides sellers through their workflow, while helping them identify high-impact actions across 500+ customer accounts and capturing behavioral data to train future predictive models.
