Funnel Vision Design Sprint
& Workshops
Workshops • Wireframing • UI Design
Project Overview
Client: Expert Market.
Industry: B2B marketplace, and a publishing company within the business services industry.
My Role: User Research, Workshops, Visual Design, UI Design, and Project Management.
Website: https://www.expertmarket.com
Introduction
Expert Market is a successful customer generation company, but research showed their product and user journey weren’t meeting customer expectations. I led a 6-week sandbox sprint to uncover core challenges and deliver an evidence-backed proof of concept focused on user value.
As the design lead, my role involved guiding designers, sharing customer and market insights, and driving validation through rapid prototyping and testing.
The Challenge
Research showed the existing product journey failed to meet user expectations and lacked clarity. We needed to establish a shared vision and redefine the experience to deliver measurable user value.
Process
We began by gathering data from customer interviews and analytics to understand user values and experience shortfalls. Over 6 weeks, the team ran a design sprint with these main steps:
Discovery
We reviewed existing research to identify known user problems and key insights from past projects. Using this as a foundation, we mapped the current user journey, ran “How Might We” exercises, and grouped ideas into themes. We then defined the long-term goal and created sprint questions to guide the rest of the process.
Defining Alignment & Vision
Journey Mapping
HMW Workshop & Categorisation
Defining Goals & Key Questions
Ideation & Concept Generation
Inspiration Gathering
Solution Sketching
Design, Prototype, and Validate
Prototyping
Before and After User Insights
Results
1. Empowering User Decisions
Users wanted clear comparisons, pricing info, and distinguishing details about providers.
Solution: We designed a provider recommendation and selection step, giving users the information they needed upfront. This built trust and confidence before sharing contact details.
2. User Freedom and Control
Users had no choice over which providers to contact or how/when they would be reached, leading to abandonment or confusion.
Solution: We redesigned the contact form, letting users choose their preferred communication method and timing, giving them more control over the process.
3. Identifying User Needs
The previous journey only helped users ready to purchase, leaving most visitors underserved.
Solution: Added a quiz step to identify users’ needs and segment them according to their stage in the purchase journey, allowing us to provide value for a wider range of users.