Scaling Buyer Intent across Sales Navigator
Turning the Account list from a managing tool into a dashboard that is actionable.
Context
Sellers are always actively looking for signals to engage potential buyers at the right time. In Sales Navigator, Buyer Intent is a machine learning model that provides sellers with account-level behavioral signals. Isolated features do not change behavior, so the team set out to scale the feature and embed it into sellers' workflow moments.
Outcomes
Overall Sales Navigator WAU increased 8+%
Account hub weekly engagement nearly doubled: 15% → 28% after September 2023 launch
"It helped me stay organized with my accounts — recent changes were the best thing, especially with buyer intent." — Sales Navigator user
The challenge
While the buyer intent signals were powerful, the v1 feature was buried within an account page. Users were forced into a high-friction workflow: manually hunting through static lists to find and compare buyer intent signals.
The question from users was often: “Okay, so my target account has high buyer intent, now what?”
The approach: 5-day design sprint
I facilitated a design sprint to build shared understanding of the problem and gather cross-functional perspectives on where and how Buyer Intent could integrate into sellers' workflows.
After synthesis, I developed 7 concepts exploring different workflow integration points. We tested these concepts directly with sellers. One of the top requests was the ability to compare and monitor buyer intent across a seller's target book of business.
Reframing the problem
The workshop revealed the core challenge: isolated features do not change behavior. We needed to embed the feature into sellers' workflow moments.
The initial ask was simple: “Put Buyer Intent into the Account list.” The real goal became: “How do we use Buyer Intent to help users take next best action at the account level?”
Account list (before)
The golden path
To translate validated concepts into an actionable roadmap, I facilitated a prioritization exercise with the cross-functional team, assessing each opportunity across opportunity size, engineering effort, and confidence level.
Along the user journey, we identified 4 essential touchpoints where Buyer Intent could facilitate decision-making.
Alerts
Stay informed
Account list
Strategize
Account page
Understand
Lead search
Prospect
Before and after
Sellers were forced into a high-friction workflow: manually hunting through a static list to find and compare buyer intent signals. The redesign turned the account list into an actionable dashboard.