Octrace
Octrace was a sales intelligence platform for smarter B2B lead generation. I shaped complex search & data workflows, built the design system & refined the experience with developers & early users.
Sales teams switched between tools to research companies, enrich data & build lead lists before making contact. Octrace needed to turn millions of company records into relevant leads, visible patterns & clear decisions.
We also explored AI for repetitive research, letting users ask questions in natural language to enrich company data.
Octrace helped sales teams discover & qualify companies before first contact. We focused on making raw company data useful quickly, with flexible workflows for experienced teams working with thousands of companies & a clear starting point for new users.
When I joined, Octrace had a traditional sales process & a simple marketing website. With the CTO, I shaped the product vision, mapped the first user flows & planned the roadmap before development began.
The platform grew to support company research, qualification & lead management. Keeping large datasets easy to navigate guided the information architecture, dashboard & interactions.
I led product design from early concepts to production-ready interfaces, including UX research, information architecture, dashboards, interactions & the design system. I worked with developers throughout implementation & contributed to the rebranding & new marketing website, keeping the product & brand visually consistent.
We tested with colleagues & early customers during development. I used PostHog alongside their feedback to find friction & check design decisions. The platform reached early customer validation before the company closed.
Thousands of companies & dozens of data points needed a clear hierarchy. I made the most important information visible first so users could scan large datasets quickly.
Users could customise filters, columns & search criteria to match how their team qualified leads.
Users could ask “Is this company B2B or B2C?” & receive a structured column for every selected company. We explored this as a way to research new company attributes within the existing workflow, without requiring prompt engineering.
I built reusable components, layouts, tables, navigation & interaction patterns to keep the product consistent as it grew.
Octrace taught me how much attention each column, filter or chart demands. I learned to decide what users need first & what can wait until they ask for it. That helped me simplify complex interfaces while keeping the functionality expert users need.
Nadja was a fantastic support throughout the design process. She really listens, thinks along with you & has a great eye for detail. Working with her was straightforward, enjoyable & effortless. I’d be happy to work with her again anytime!
Viktoria Izdebska
CEO of Octrace
