Glencoco
Connecting businesses with sales expertise
Role: Founding Product Designer
Duration: November 2022 - August 2023 (9 months)
Skills: UX Research, UX/UI Design
Tl;dr:
Glencoco is a two-sided marketplace that connects businesses with vetted sales professionals for commission-based campaigns. As the founding product designer, I led research and design to evolve the product from beta to a scalable platform, shaping a system that fostered over 500+ flexible job opportunities.
Background
At the time, Glencoco was evolving beyond its beta MVP and needed to scale into a cohesive in-house product. My role was to build structure from the ground up: conducting user research, defining UX strategy, and designing interface patterns that balanced the needs of all user groups. To design for both sides of the marketplace, I began by mapping the users’ goals and frustrations.
About Glencoco
Glencoco is a marketplace designed to help businesses scale outbound sales while providing sales professionals with flexible, commission-based opportunities. Businesses post campaigns with qualified leads, while consultants apply, train, and call on their behalf.
Understanding the Users
The following table surfaces four key personas - two on the consultant side and two on the business side - to illustrate how motivation and friction differed across user groups in the marketplace. These insights helped frame the priorities for research and guided how we evaluated gaps in the existing product experience.
While each group had distinct goals, the sales consultant experience became the focal point of the redesign: their engagement, trust, and motivation ultimately determine whether Glencoco succeeds as a marketplace.
Researching the Problem
To align the product vision with real user needs, I interviewed sales consultants using the beta platform and spoke with key stakeholders to uncover recurring pain points. Three needs consistently emerged: reliability, lead quality, and continuous feedback. The diagram below illustrates what an ideal state requires and what risks emerges when any element is missing.
Analyzing the Landscape
To position Glencoco within the broader sales-tech ecosystem, I analyzed direct competitors (e.g. sales marketplaces, CRMs, dialers) and adjacent tools to identify what exists today, where gaps remain, and how Glencoco creates value through differentiation.
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Task Management
Dashboards that balance data with direction informed Glencoco’s home view, helping users stay focused and oriented each day.
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Task Details
Information-dense pages inspired Glencoco’s detail view, giving consultants all that’s needed to prepare or reflect on their actions.
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Dialer
Seamless call tools influenced Glencoco’s call center, ensuring smooth setup, efficient execution, and actionable follow-up.
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Motivation
Inspiration from gamified tools shaped Glencoco’s approach to maintaining motivation through the highs and lows of cold calling.
Defining the Opportunity
Glencoco sits at the intersection of sales marketplaces, CRMs, analytics platforms, and dialers. Unlike enterprise tools built for full-cycle teams, Glencoco focuses on the front-of-funnel - streamlining outreach into a guided, task-oriented experience for independent consultants.
Where competitors either optimize workflow (marketplaces, CRMs, dialers) or sustain engagement (analytics, gamified apps), Glencoco combines both; helping users not just work efficiently, but stay motivated and grow.
Structuring the Journey
To translate insights into action, I mapped the sales consultant’s journey across every stage, from onboarding to call completion. This blueprint clarifies the decisions users face at each point and how the system can best support them through feedback, guidance, and workflow.
Delivering the Interface
The resulting designs focus on the sales consultant’s daily rhythm: dashboards that motivate, task lists that guide, and call flows that reinforce trust and growth. Each element ties back to the three key needs identified earlier: reliability, quality, and feedback.
Before their call, sales professionals are encouraged to review resources for a positive first impression.
While waiting for their call, sales professionals can preview potential leads to tailor their approach.
Once connected with a lead, sales professionals can access information to optimize sales efficiency.
The dashboard allows sales professionals to track their performance and prioritize their workload.
Before starting a campaign, sales professionals can explore campaigns that align with their interests.
Business managers can access analytics to identify trends and recognize top performers.
Impact & Iteration
The launch of Glencoco’s first in-house platform created over 500+ job opportunities for sales consultants and helped businesses access higher-quality, vetted leads. Early feedback showed strong engagement from consultants, who valued feeling supported and part of a transparent system.
As I revisit this project, I’m focused on refining the structure, visual hierarchy, and interaction flow to strengthen clarity and motivation.