The Challenge
Rebuild the entire integration experience — across both the HG Platform and the Salesforce App — without losing a single customer in the process.
40+ enterprise clients dependent on the integration.
Two surfaces to design — HG Platform + Salesforce AppExchange.
Variable scale — 500 to 20,000+ accounts per client.
Sales reps, Marketing teams & CSMs across 40+ enterprise organizations.
Research — Understanding the Problem First
Before touching any wireframe, we conducted structured interviews with 4 internal stakeholders who worked directly with the integration and with customers daily.
1-on-1 interviews with open-ended questions, followed by affinity mapping to cluster insights into themes.
Research Findings — What We Heard, What It Meant
“The layout is very confusing.” — Lily
“People want a native Salesforce integration.”
“Quick integration, light solution.”
“HG4SF integration is very complex and limited.” — Ziad
Integration is broken
Setup takes 30+ minutes, complex and not automated.
Data is underutilized
Users can't score, enrich or plan territory from Salesforce.
Support burden is high
CSMs manage everything manually; Zendesk is the only channel.
Prioritization — What to Build First
Not all problems were equal. We mapped findings against technical complexity and business value to focus our efforts.
We focused first on Integration and Account Upload — the highest friction points that were blocking all other value from reaching the user.
How Might We
With our findings synthesized, we ran a collaborative ideation session to explore solutions before committing to any direction.
We facilitated a How Might We session with 3 cross-functional participants — Rob, Manish, and Andres — generating ideas across 4 key challenge areas identified in research.
Final Design — HG Platform
Designing the connection experience from the HG side — clear, guided, and built for users who aren't Salesforce admins.
Final Design — Salesforce App
Designing the HG Insights experience natively inside Salesforce — where sales teams already work.
Results
A mission-critical migration delivered without losing a single client.
- Setup process simplified from a multi-step CSM-assisted flow to a self-serve onboarding.
- Two surfaces designed simultaneously: HG Platform + Salesforce AppExchange.
- Design delivered in an environment with zero tolerance for customer loss.
Replacing a CSM-dependent integration with a self-serve experience — across two surfaces, for clients ranging from 500 to 20,000+ accounts.