Customer Maturity Journey: End-to-End Seller Framework
Translating hardcore financial forecasting logic into scalable, intuitive planning workflows for 15,000+ global sellers.
The Challenge
Taming "0-to-1" Ambiguity: I tackled a highly ambiguous, zero-to-one challenge: absorbing the extreme organizational complexity between Google's siloed sales channels (LCS and GCS) to build a unified, "One Google" customer maturity framework.
Discovery & Research
Proving with the User: To deeply understand system complexity and seller friction, I prioritized rapid, on-the-ground validation. I designed and led global user research trips (including EMEA sessions in Dublin and London) to gather candid feedback directly from Account Executives (AEs) and Account Managers (AMs). I paired this foundational research with rapid live-streamed UX testing and pilot shadow sessions.
This research definitively proved that the legacy assumption of "linear" customer growth was fundamentally flawed. Customers have multiple, overlapping Marketing Objectives (MOs) and uneven progression paces. Sellers needed dynamic, customized guidance based on specific customer attributes rather than rigid checklists, shifting our strategy toward an intent-driven "segment of one" approach.
Strategic Thinking
Architecting the Ecosystem: Based on those insights, I architected a dynamic, intent-driven ecosystem. Instead of static checklists, I designed a system that dynamically curates personalized product "journeys" tailored to a customer's specific business model and real-time MOs, consolidating fragmented metrics into a proactive, guided workflow.
Execution & Iteration
Staying in Motion: Operating as the central UX lead, I rapidly prototyped complex, multi-stage flows—including sophisticated pre-quarter planning roll-ups and offering package flyouts. I stayed in motion but maintained an uncompromising bar for craft, leading bug bashes to ensure visual polish and cohesive patterns across disparate sales channels before our P0 launches.
The Impact
Massive Scale: I successfully designed the framework to scale globally, covering 100% of MMS and expanding to 100% of LCS by H1 2025. The new UX drove massive efficiency and achieved a +33pp net preference over legacy tools, while skyrocketing sellers' perception of our customer-centricity from 7% to 74%.
Key Learnings
Fragmentation paralyzes action: I learned that sellers explicitly reject bouncing between tabs. They demand a single, consolidated offering review step embedded directly within their existing pre-quarter planning workflow. This reinforced my core philosophy: we must completely absorb system complexity on the backend so the user never has to navigate a maze of disconnected tools.
Technology must mirror incentives: User research proved that launching process-heavy tools without perfectly timed business OKRs actively undermines user trust and adoption.