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IDC Velocity

Transforming complex market data into a decision-making tool that generated a new $1M revenue stream for a new market.

My Role

  • Principal Product Designer
  • End-to-end design
  • User Research & Strategy
  • Design System Development

The Challenge

IDC's valuable market data was trapped in complex spreadsheets, making it inaccessible and unaffordable for the mid-market. The challenge was to create a new SaaS product that would serve this untapped audience—sales and marketing teams—without devaluing high-cost enterprise contracts.

Velocity Sketches

Key Results

$1M
New Revenue in First Year
1
Sole Designer on a New Product
New
Market Segment Opened

"We thought we were building a tool for data analysts. User research proved we were wrong."

The Insight

Initial workshops assumed our users wanted a data exploration tool. But interviews revealed the real opportunity was with Sales and Revenue Ops leaders. They didn't want to dig for insights; they needed clear, fast answers to find market opportunities. This shifted our entire strategy from data exploration to decision support.

The Solution

Velocity - New Market

Find New Markets Instantly

The Market Assessment screen immediately shows the total obtainable market size and, more importantly, surfaces the top adjacent market opportunities. A sales leader can spot new revenue potential in seconds without running a single report. This directly addresses the need for speed and clarity.

Velocity - Account Prioritize

Prioritize High-Value Accounts

The Accounts screen uses a visual matrix to group high-opportunity accounts by their technology spend. Instead of a simple table, this design allows a user to instantly identify their top targets. The color-coded design system, which I built from scratch, provides an intuitive visual language across the platform.

The Business Impact

Velocity Sales delivered a tool that helped sales teams identify high-value accounts and uncover new markets. The product created a new business model that generated $1 million in its first year without cannibalizing existing enterprise revenue, proving the value of a user-centered design approach.