Giving a verification platform its own demo experience
A product team needed executives, integrators, and sales reps to understand a complex income-verification platform without a live environment. I designed the interactive demo library, guided and advanced workflow builders, and the analytics layer that tracked what prospects actually cared about.
- Role
- Lead Product Designer
- Team
- 1 Designer · 1 PM · 2 Devs
- Timeline
- 3–4 months
- Platform
- Web · External-facing Tool
- Outcome
- Interactive demo library replacing static slide decks
Three audiences, one platform, zero shared context
The platform offered income, employment, identity, fraud, and credit verification through a single API, but no two buyers came in with the same mental model. Executives needed ROI signals in minutes. Integrators needed to see how workflow logic mapped to their systems. Sales reps needed something they could hand off after a call without a follow-up demo.
All existing collateral was slide decks or white-label PDFs. There was no way to know what a prospect had watched, what they found important, or whether the demo had any effect on the deal.
Three users, three definitions of value
Executive
Needs a clear answer to "why does this matter?" within 2 minutes. Has no patience for technical depth. Will forward a link if the value is obvious.
→ Demo Library with category tabs and a featured overview video first.
Integrator
Evaluating whether this fits their pipeline. Needs to see trigger types, service selection, and workflow routing, not marketing copy.
→ Guided and Advanced Workflow Builders with real configuration options.
Sales Team
Needs to send something self-contained after a call. Wants visibility into whether the prospect opened it and what they engaged with.
→ Demo Analytics with per-viewer lead report and feature importance data.
Three decisions that shaped the system
The team wanted a single demo page for all personas. A general page would either overwhelm executives or bore integrators.
Category tabs at the top let each visitor self-select. General is the default; product-specific tabs reveal deeper content without burying the overview.
Why: Self-directed navigation means less drop-off and more signal: if an integrator jumps to a vertical tab, that's a data point for the sales team.
Workflow configuration is genuinely complex. A full drag-and-drop builder would take months and overwhelm new users; a wizard would frustrate power users.
Two modes: Guided (step-by-step wizard with a live preview panel) and Advanced (drag-and-drop canvas with a sidebar of service blocks). Users choose on entry.
Why: Power users switch to Advanced; new evaluators stay in Guided. The preview panel in Guided mode closes the loop, letting users see the workflow graph update in real time.
Analytics dashboards often report what happened, not what it means. Feature importance data was available but would be buried in a table.
A 'Feature Importance' chart shows % of viewers who rated each product capability as Very Important, ranked with a colour-coded demand tag. The lead table links back to individual viewer intent.
Why: This turned analytics from a report into a prioritisation tool. Sales reps could see that Income and Credit ranked highest before every call.
Four surfaces, one coherent product
Feature 01
Interactive Demo Library
The entry point for every persona. Category tabs (General, Auto, Education, Health Care, Insurance, Mortgage, Wealth Management) let visitors self-select their industry context before diving in. The featured video plays in-page; supporting resources sit in a three-column thumbnail row beneath it. On the right, a service selection panel with checkboxes lets integrators pre-filter the workflow builder to their relevant products.
Feature 02
Guided Workflow Builder
A five-step wizard for evaluators who are new to the platform. Each step is a single decision: trigger type, service selection, configuration, outcome routing, or review, with a live workflow preview panel on the right that updates as they progress. Navigation is explicit: Back and Continue buttons prevent accidental state loss. The workflow preview links through to the Advanced Builder if they want to go deeper.
Feature 03
Advanced Workflow Builder
A canvas-based builder for integrators who need to model real pipeline logic. Service blocks (Income, Employment, Identity, Fraud, Assets, Documents) and workflow primitives (Condition, Loop, Parallel, Delay, Webhook) live in a categorised sidebar. The canvas supports zoom, reset, and incremental saves. Power users can build multi-step flows without leaving the demo environment.
Feature 04
Demo Analytics & Lead Intelligence
The internal view for the sales team. Five summary cards (Total Views, Viewers, View Time, Avg Time, Top Product) sit above an engagement trend chart. Feature Importance shows which product capabilities prospects rated as critical, ranked by percentage and tagged High, Medium, or Low demand. The lead report table links individual viewer details to the specific demos they watched and the features they flagged as important.
From demo tool to product intelligence layer
The lead report gave the sales team their first structured signal about prospect intent. The next iteration would connect feature importance ratings back to the workflow builder, pre-selecting the services a prospect had flagged as critical when they enter the builder from the demo page.
Longer term, the analytics layer could inform product prioritisation directly: if 80% of viewers consistently rate Income as the highest-importance feature, that data belongs in front of the product team as much as the sales team.