FusionGrove

📚 Overview

FusionGrove is an enterprise B2B sales technology platform that helps sales teams identify whitespace, cross-sell and upsell opportunities using data from over 50 million companies worldwide.

I was brought on as the company's Product and Design Lead to establish and lead FusionGrove's product management and design practice during a pivotal stage of the company's growth. They had found product-market fit with their initial MVP, and needed to scale out their platform to support international expansion.

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By laying strong foundations across product management and design, I helped FusionGrove execute on their vision — scaling the platform internationally, ensuring teams had the right tools to deliver value to customers and much more. At their peak, FusionGrove was working with the likes of Cisco Systems, Citrix, Tech Data and many more.

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During my time there, I was responsible for hundreds of feature releases and deployments across the globe. This case study covers only small part of my time there, with a focus on the design and delivery of the Reports module — a feature that addressed a major internal bottleneck and reduced time spent on reporting by 80%, while also enabling faster, more informed sales decisions.

🎯 Objectives

During the MVP phase of FusionGrove, reporting wasn't a priority. Customer Success was able to handle reporting manually, while we focused on building features to drive end-user adoption.

However, as the company grew, reporting became a major bottleneck:

• Customer Success was spending 40%+ of their time creating reports instead of supporting customers
• Engineering velocity slowed due to endless ad-hoc reporting requests
• Reporting was a key part of every new account's onboarding to demonstrate value

This problem was a burning issue for the entire company — as we would grow, we would slow down as we had to support more reporting.

To solve this pickle, I led an initiative to design a scalable Reports module with three clear objectives in mind:

1. Identify the most common types of reports being built: While working with Fortune 500 customers meant every company had their own layers of reporting requirements, we wanted to shoot for the stars in ensuring a large portion of people never had to build a report to begin with — they could simply use a template.
2. Identify the common cadence around reporting on each account: While having a report is one thing, the way in which reporting works for each customer is different. We wanted to discover what enablement they needed around reporting — did they need things to arrive on a schedule? For data to be live, or historic? Comparisons?
3. Reduce the time that a Customer Success Manager spends on reporting to as close to zero as possible: We wanted CSMs to be enabling their customers on self-service reporting where possible, and when not, to have automated reporting setup and ready.

🎨 Design

Architecture

To define the structure of the Reports module, I:

• Analysed competitor platforms (e.g., Salesforce, Zoho) for inspiration.
• Conducted card-sorting exercises to validate how information should be organized.
• Sketched key user flows, ensuring scalability for future enhancements.

I created wireframes that addressed every research insight, even features that wouldn’t be included in the initial launch. These evolved into higher-fidelity designs and a clickable prototype for testing.

After rounds of internal reviews and discussions, I put together wireframes of key sections and made sure all of my research appeared within the skeleton ideas. I iterated on these wireframes through to higher fidelity designs that served as the basis for a clickable prototype.

Testing

Using Maze, I tested the prototype with a group of friendly customers. The results were promising, with most user journeys working as intended. However, feedback highlighted minor tweaks that could enhance usability, including:

• Simpler terminology: Renaming “Subscribe” to “Schedule” for clarity.
• Streamlined filters: Consolidating detailed options into a single “Filter” button to avoid overwhelming users.
• Better onboarding: Not all users were willing to learn how to use the module, and wanted some assistance in doing so.

These adjustments helped us refine the design and ensure a seamless experience.

🏗️ Implement

With designs finalised, I led the implementation process which included:

• End-to-end mockups and prototypes: Building detailed screens for the team to understand the flow and states of each screen & interaction.
• Documentation: Writing detailed product requirements for the engineering team.
• Agile collaboration: Acting as Product Owner to guide development, manage sprint goals, and conduct UAT before release.
• Content creation: Drafting help articles for the new Reports module to support customer onboarding.

I worked closely with the front-end team to ensure pixel-perfect execution and addressed any visual bugs as they arose.

🎉 Outcome

The Reports module launched successfully, delivering significant impact:

• 80% reduction in CSM reporting workload, freeing them to focus on high-value activities.
• 25% drop in email requests for reports after an in-app announcement introduced the new feature.
• Over half of all customers were generating reports after month 1, indicating strong adoption.

This project not only improved operational efficiency but also empowered customers with self-service capabilities—enhancing both their experience and our team’s productivity.