Creating Design Tools
For Small Business and Enterprise


At Infogroup, I developed the user experience for products used by small businesses and enterprise, to acquire and market to new customers.

InfoUSA and Salesgenie
Business applications, SaaS
UI research, Product & UI design

decorative image for Infogroup

About Infogroup

Data and Marketing Services

Infogroup is a provider of data and data‐driven marketing services for small and enterprise businesses, as well as non‑profit, government, and other organizations.

InfoUSA and Salesgenie provide on‑demand and SaaS access to marketing data and services for small, medium, and enterprise businesses.

Products include business and consumer lists, and CRM and lead management.

Dual Business Applications

On multiple projects, I contributed to the design and user experience of both InfoUSA and Salesgenie.

Image of InfoUSA


Target audience: This product is for businesses that need to buy one or two lists at a time.

Image of Salesgenie


Target audience: Salesgenie is for businesses needing regular access to marketing data. Salesgenie is a subscription-only product.

Email Marketing Builder

For one project, I redesigned SaaS tools used by small businesses to build email templates for marketing campaigns.

Watch to learn more about Email Builder.


Many of our customers were having difficulty creating appealing email campaigns. Some of our customers lacked technical abilities; the tools were too difficult. The end result was unappealing designs that hurt the Infogroup brand.


To create design tools that were easy to use, I researched competitors to find common design patterns. I made special note of those that did not need much skill or design knowledge to use.


The workflow and the framework of the email builder were rebuilt. This included an updated template gallery, a WYSIWYG editor, and new UI elements.

Users could now design attractive email templates in a logical and sequential order.

High ‐ Fidelity Wireframes

The wireframes I provided were high-fidelity and detailed. Rather than providing written annotations, I provided wireframes that visualized each UI step. Each section below represents a new design phase in the project.

Select Template

Phase 1

The first phase focused on redesigning the layout gallery. The goal was to help users become inspired to design.

Goal: It was important to make it simple for users to try out different layouts and test different options.

The templates are organized by industry and type.

Customize Layout

Phase 2

Users could customize layout by rearranging or removing content modules; just drag a content module into place. We discussed different options for layout, but settled on a conventional approach.

Select Color Theme

Phase 3

To add color, select a color theme. The colors were pre-selected, so that they coordinated. This was an area where we had seen example emails with color choices that did not coordinate.

I supervised the work of another designer in this phase.

Add Content

Phase 4

To customize content, click and edit with context menus.

Rather than focus on preventing mistakes, the functionality makes it easy to undo changes.


Accounting for errors was where the functionality focused on catching mistakes. Not really a phase, but still important to define.