UX/UI | Interaction Designer

CoPilot: Simplifying Social Prospecting

Copilot: Ensuring the User Experience Transition of Enterprise Platform

Platform: Website
What: CRM
My Role: UX/UI Design
This is done in my design internship. I worked with the Product Designer, Sales Team, Customer Success and Developers
*This is a work in progress


Design Definition


Copilot is a service that automates the process of social prospecting through Linkedin. It uses AI to separate message obtained into different categories, which allows users to respond to messages easier.


Copilot is moving to an Enterprise platform with an entirely new User Interface. Since our users are mostly non-tech literate financial advisers, we must ensure the our the onboarding process, user experience and key userflow is easy to use.


Redesigning the enterprise platform that is easier for the users but also more efficient for Customer Success during onboarding. Also considering what reduced churn in the old platform.


  1. Feasibility: I came into this project mid-way so some user interface components were already made. I will be working with what they have, rather than designing something entirely new.

  2. Time: We want to ensure everything is perfect for release, but also as a startup, we really want to release this as soon as possible. Also I am only a part time employee. (15h/week)


Problem: Onboarding stage is long, tedious and heavy on information

Solution: Simplifying the onboarding experience

The onboarding consists of:

  1. Connecting to LinkedIn (Users often forget their LinkedIn password)

  2. Setting up search criteria of who to prospect for

  3. Setting up messaging templates


Problem: Readability was not good during user testing

Solution: Redesigned the key userflow to improve readability and provide more context

The inbox and message sending is the key userflow for our users. I have to ensure this step is:

  1. Easy to read

  2. Has all the necessary information for the user

  3. Fast but accurate.



Problem: Users want more context towards their prospects during messaging

Solution: Having a messaging page with past conversation, and tags to track where the prospect is at

Messaging inbox gives you a clearer view on prospect information and also allows you to send them scheduled messages and notes to keep track which phase you are at.

The tags, created when you setup messaging templates, allows you to categorize which stage the prospect is at.

* I did not make this persona. This was made by the sales, marketing, CS

* I did not make this persona. This was made by the sales, marketing, CS

Our Users: Financial Advisors

Our key users are financial advisors who have done things the old school way and are now exploring new options.
Social prospecting is significantly different from the walk-in and referrals, which is why our users have a hard time adjusting.



Enterprise vs Current Platform

As we are changing to a new platform, it’s crucial to understand the differences, where we are improving and what problems we are solving from the old platform

Base User VS Admins VS Individuals

Understanding the different stakeholders in the new platform. As we are scaling up, what can enterprise do for the different users?

  • I need to understand the different users we have and the permission each user has.

  • What happens when base user login before admin has onboarding setup? What does each user see?

    What are the user flows for every user?

  • What does the individual users have access to?

Journey Map

Understanding different our different users (Admin Users vs Team Members) and how each journey varies, what each person will be able to see

17. Copilot message page – 17@2x.png

Usability Testing of Key Userflow

Upon usertesting I found that:

  1. Readability was not idea

  2. Users wanted more context regarding their prospects such as their company and job title

Key Takeaways:

Working with Developers

I learned how to be a team player with developers while designing. Before I was “winging my designs“ but later learned that I should consider padding and spacing through out my process


Learning the Fast Pace of Startups and Direction

My experience with Copilot was great because they are not afraid to experiment and fail fast. Which meant they are constantly changing their direction including users. I had to adapt quickly to catch up.

Working Collaboratively

When you need a quick user testing, the people who knows customer best is customer success and sales. Not only were they able to give amazing feedback, they are also able to give more insight on personas that I couldn’t achieve alone.


Learning the Complexity of Onboarding and CRM

Copilot’s key userflow is quite quick and simple however the onboarding process is tedious and hefty. I really under valued the importance of onboarding prior to this CoPilot.