Setting the Stage
In my role as Founding Product Designer at Obenan, I identified a critical bottleneck in our acquisition model: growth was capped by a heavy reliance on manual sales outreach. I stepped in to lead the vision for Omnipulse, an AI-powered lead generation experience, and successfully orchestrated executive alignment to pivot our customer journey toward a scalable, digital-first strategy. My focus was on 'digitally representing' the expertise of a high-performing sales representative, delivering the immediate, data-driven value necessary to capture high-intent leads and accelerate product activation.
Role
Founding Product Designer
With
Obenan
To unlock our next phase of growth, I addressed two primary friction points:
External: The Customer Trust Gap
The Manual Bottleneck: Growth was constrained by our sales team’s capacity for 1:1 demos, creating a high-friction entry point for new users.
The Value Deficit: Business owners couldn’t understand the product’s value on their own, and there was no "early value" moment to build trust before the commitment of onboarding.
Internal: Strategic & Technical Realities
Executive Alignment: Orchestrating a cultural shift from a sales-led mindset toward a digital-first strategy that automated the "tribal knowledge" of our top performers.
Data & Cost Feasibility: Navigating unreliable third-party data (Apify/Uberall) and managing high API costs by pivoting to a "user-assisted" model that prioritized report accuracy over pure automation.
Bridging the Growth Gap
Challenge
My methodology was split between internal alignment and external user experience:
Internal: Strategic Alignment
Knowledge Synthesis & Alignment: I facilitated cross-functional workshops and interviews of our top sales performers, translating their high-conversion pitch strategies into a unified product vision.
Operational Viability: I collaborated with Engineering to balance the design vision against technical constraints, such as API costs and data reliability from third-party.
External: User-Centric Intelligence
Persona Mapping: I led interviews to align the Omnipulse reports with the core anxieties of business owners: visibility, reputation, and revenue.
Validated Feedback: I utilized my AI workflow to identify patterns across hundreds of customer touchpoints, ensuring the product solved for high-frequency pain points at scale.
The Strategic Rubric
I developed the See, Act, Grow framework as a strategic rubric to align the entire company. It acted as an evaluation tool for our roadmap: if a feature or data point didn't directly help a customer see their problem, act on a solution, or grow their business, it was excluded.
See (Personalized Intelligence): Delivering an immediate "Aha!" moment through their personalised report. We utilized Apify and a custom Price Prediction Model to visualize untapped revenue potential.
Act (Low-Friction Entry): Bridging the gap between insight and commitment. I designed low effort actions to transition users from passive leads to active participants.
Grow (Continuous Value): Proving ROI through visualization. The system reinforces value by showing expanded search footprints and ranking improvements, driving long-term retention.
From Insight to Framework
Approach
I designed Omnipulse as a standalone, self-serve entry point that transformed our acquisition from a manual friction point into a high-velocity digital engine.
External: The Product-Led Experience
I architected a journey that builds immediate trust by delivering value before asking for commitment.
Zero-Setup Diagnostic: A "no-barrier" lookup that delivers instant visibility reports. By removing configuration, I moved the "Aha!" moment to the start of the user session.
Revenue Visualization: To bridge the "Value Gap," I designed a module that uses a custom Price Prediction Model to show owners exactly how much revenue they are leaving on the table.
Guided Activation: I designed the transition into the core platform as a natural next step, using report insights to suggest low-friction actions that drive initial product success.
Internal: The Scalable Business Engine
The solution acts as a "digital twin" of our top sales representatives, automating high-intent lead generation.
24/7 Lead Generation: Omnipulse captures and warms up leads around the clock, ensuring the sales team spends their time on informed, high-intent prospects.
Operational Feasibility: To manage high API costs and data gaps, I implemented a "user-assisted" flow where owners provide missing data (like seating capacity) to ensure report accuracy.
Designing the Growth Engine
Solution
Reflection
The Measurable Impact
Strategic Pivot to PLG: Successfully shifted the organization from a manual, sales-dependent model to a scalable, Product-Led engine that operates independently of headcount.
Validated Growth & Scalability: The platform delivered triple-digit visibility increases across diverse sectors like hospitality and retail, with top locations achieving view surges as high as 1305%
Active Customer Success: For active customers (onboarded for 90+ days), the estimated success rate rose to 60–70%, with median visibility gains reaching between 45% and 55%.
High-Intent Engagement: Top-performing locations achieved a 403.5% increase in customer actions, successfully converting increased visibility into direct leads
The platform delivered an estimated 40x return on investment (ROI) for business owners, generating a total Portfolio Value of €11.67 Million by successfully converting increased search visibility into high-value customer engagement.
Sales Enablement & Active Adoption: The sales team fully integrated the tool into their daily outreach, using the automated reports to provide instant, personalized proof of value during prospecting and live demonstrations.
Bridged the Value Gap: By linking abstract visibility metrics directly to personalized revenue potential, the design provided the tangible proof of ROI necessary to build immediate trust with busy business owners.