Sinclair Broadcasting · 2015–2020 · Lead UX Designer
Reimagined a broken B2B sales experience for a 100–150 person team, from a napkin sketch to a shipped web platform that transformed how local businesses bought digital advertising.
Point was a custom web-based sales platform built for Sinclair Broadcasting's inside sales team. Before it existed, sales reps were leading prospective customers through a vague, unbranded conversation with little to show them. There was no clear picture of what they would actually be buying, no visual proof of the product, and no consistent sales story.
I was brought in to design the product from the ground up. The result was a platform that auto-populated personalized prospect presentations in moments, pulling in each business's vertical, known data, and imagery to generate sample ads, websites, and videos specific to their industry. Customers could immediately see exactly what they were getting. Sales reps had a credible, visual story to tell.
Sales reps relied on PDFs, miscellaneous landing pages, and other ad hoc solutions. Customers struggled to understand the bundled offering. Reps spent hours preparing custom pitches. The sales process was difficult to close because a concise overview of the tools was not available.
We needed a single, interactive tool that simplified the pitch, showed value clearly, and reduced friction in closing deals.
The concept started on a chunk of notepaper. From that sketch came a defined product vision, a research plan, and eventually a platform used by hundreds of sales reps daily.
Following the initial launch, I continued evolving Point through targeted enhancements focused on efficiency, training, and customer trust. Each iteration came directly from observing how real users — both sales reps and customers — interacted with the system in practice.
I introduced automated follow-up emails for leads that didn't convert right away — personalized, branded messages that reminded them of the offer and linked back to their sales demo. I also redesigned the purchase confirmation email, turning it into a station-branded summary of each customer's full marketing package. These updates strengthened trust, clarified deliverables, and extended the Point experience beyond the tool itself.
I designed a Sales Rep Dashboard that centralized customer data and demo setup. Reps could quickly pull business details, enter key info, and generate a ready-to-use sales demo in Point. The dashboard also included end-of-call interaction tracking, regional pricing, and a lifetime history of all calls and customer activity — cutting prep time dramatically.
One of the most impactful enhancements was a deep integration with our partner TV news stations. I built a system that generated custom URLs hosted on Sinclair's local station websites. This allowed sales reps to open calls with "Hi, I'm calling in partnership with KOMO News," immediately establishing credibility and familiarity. Customers were then guided to the trusted station's site, entered a unique 4-digit code, and launched a shared interactive demo of their marketing package — replacing our lesser-known product name with the strength of each local station's brand.
Brand context is a design decision. Launching the sales experience inside trusted local TV station websites changed everything overnight. The product hadn't changed. The context had.
Reps reported greater confidence in client sales meetings. Customers said they finally understood what they were buying and felt empowered by the dashboard to see results in real time.