2022 — Dashboard demo, Cross-functional Collaboration, Object-Oriented UX (OOUX)
Sandbox
OVERVIEW
Originally proposed by the Sales team, the Sandbox project aimed to create a live, interactive demo for showcasing Instabug’s core features in real-time. The objective expanded to serve smaller, self-serve companies, allowing them to explore Instabug's features independently. Inspired by competitor approaches like Sentry, the project combined a sales tool with a self-serve demo.
DURATION
One quarter, split into two cycles.
MY ROLE
Product Designer
TRIO TEAM MEMBERS
CROSS FUNCTIONAL
Sales
Marketing
QA
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Problem
Original Problem Statement
Sales needed a pre-populated demo for clients, which could be quickly accessed and tested in sales meetings.
Expanded Vision
Recognizing broader use cases, we collaborated to expand the Sandbox’s purpose to include self-serve companies, allowing smaller clients to explore Instabug’s features without sales involvement.
Scope and Timeline
Duration
One quarter, split into two cycles:
Cycle 1: Research, define requirements, and launch an MVP for Sales and Marketing testing.
Cycle 2: Gather feedback, enhance features, and launch the fully developed Sandbox.
Collaboration
Worked closely with PM (Nouran), EM (Gaber), Sales, Marketing, and QA to ensure the Sandbox met both user and business needs.
Exploration & Understanding
To ensure the Sandbox met both user and business needs, I began by gathering insights from key stakeholders across Sales, Marketing, and Product Management. This phase included:
Stakeholder Interviews
I engaged with Sales and Marketing to understand how a live demo could best support their goals and improve their interactions with prospective clients. Their input highlighted the importance of a pre-populated, interactive environment to showcase product value effectively in real time.
Competitive Analysis
To set the Sandbox apart, I benchmarked competitor offerings, like Sentry’s live demo environment, which inspired further refinements. This analysis confirmed the demand for a public, accessible demo where prospective users could explore features independently.
User Personas and Use Cases
By working closely with cross-functional teams, I identified two main user personas for the Sandbox: Sales-driven clients in direct demos and self-serve companies using the demo independently. This allowed us to tailor the experience based on each persona's unique journey and interaction needs.
Defining the Solution
Based on findings, we aligned the project to support two primary use cases: sales-driven demos and a self-serve experience for new users.
Sales-Driven Demos
Designed for Sales team use during client meetings, allowing them to showcase the product’s capabilities interactively.
Self-Serve Experience
A public-facing demo that allowed smaller, self-serve clients to explore Instabug’s features independently, engaging users without needing a direct sales interaction.
Information Architecture (IA) Design
To support both use cases, I developed a two-level Information Architecture, ensuring a user-friendly flow that aligned with their role and purpose:
Level 1
Mapped out the main user flows, focusing on ease of navigation for both sales-led and independent user journeys.
Level 2
Using Object-Oriented UX (OOUX) principles, I detailed actions at the object level to control access based on user roles. Essential actions were accessible for demonstration purposes, while non-essential or sensitive actions were restricted or gated behind a paywall to encourage sign-ups for full access.
This structured approach allowed us to deliver a customized experience that addressed both the internal goals of Sales and the exploratory needs of new, self-serve users.
Building the Experience
With a clear solution defined, I moved on to building an interactive, secure Sandbox that aligned with the needs of Sales and self-serve users alike. This phase involved:
Role-Based Access (Depend on IA Level 1)
Key actions were prioritized differently depending on the user type—Sales users could showcase critical features, while independent users had limited, guided access to explore core functionalities.
Controlled Interactions (Depend on IA Level 2)
Non-essential or sensitive actions were restricted, maintaining security while providing a high-value experience for exploration. Paywalls were embedded to encourage sign-up for full access to restricted actions.
Collaboration with Engineering for Secure, Dynamic User Experience
Cookie Tracking
Integrated cookie tracking to monitor user engagement, allowing the team to capture user re-engagement and prioritize leads based on interest.
Work Email Requirement
Learning from Cycle 1
To maintain lead quality, I added a prompt requiring a work email for access, reducing funnel inflation and helping Sales qualify high-potential leads.
Final Delivery & Results
Upon launching the fully developed Sandbox, the impact was evident across lead quality, user engagement, and sales effectiveness.
Positive Metrics & Lead Quality
Feedback from Sales and Marketing highlighted that the Sandbox drove a significant increase in the top-of-funnel leads, with a measurable boost in qualified prospects. Cookie tracking data allowed Sales to prioritize high-interest users, improving their follow-up efficiency.
Enhanced User Engagement
User engagement metrics showed promising signs, with self-serve clients spending more time in the demo and revisiting core features. Tracking these behaviors enabled the team to identify warm leads and guide potential clients more effectively toward conversion.
Sales & Marketing Success
The Sandbox’s flexibility met the dual goals of Sales and Marketing, allowing Sales to deliver dynamic, hands-on demos while giving smaller clients a space to explore Instabug independently. The work email gate streamlined the quality of leads entering the funnel, ultimately reducing time spent on low-interest follow-ups.
Lessons Learned
The Sandbox project offered valuable insights into designing scalable demo environments and optimizing cross-functional collaboration:
Scalable Designs
Creating a secure, role-based demo environment taught me the importance of scalable design principles. By using OOUX and a flexible IA, I ensured that the Sandbox could easily adapt to future Instabug products and evolving user needs without compromising usability or security.
Impact of Cross-Functional Collaboration
This project underscored the value of aligning closely with teams like Sales, Marketing, and Engineering. Regular feedback loops and open discussions helped me refine the Sandbox to meet varied departmental goals, from driving high-quality leads for Sales to providing Marketing with insights on user behavior and engagement.
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