The Problem

One of boodleAI's goals is to increase the accessibility of predictive analytics, machine learning, and artificial intelligence. The platform empowers users to make the most out of their data via complex analytics and predictive modeling, without having to be a data scientist. That said, there is still a learning curve to a platform like this. One such learning curve is the platform's terminology, including the term 'Predicted Fit', which is a very important factor in determining a predictive model's effectiveness when applied to a group of leads that it has scored. Via consistent user feedback, it became clear that there was a lack of understanding about what Predicted Fit was, or how it was being calculated for each lead scored by the predictive model. Additionally, Predicted Fit is used to categorize lead quality (i.e. distinguishing between those who the model scored as A leads vs. B, C and D leads), and users were unclear on the actual relationship between Predicted Fit and the lead categories.

01b1 Contacts - Filters – 1

The Solution: A Re-Designed Experience

My solution to fill this gap in user knowledge was twofold:

1. Change the experience to a dynamic display of the aggregate Predicted Fit for a selection of scores, rather than a static Predicted Fit for each lead category (A, B, C or D) only.

2. Include tooltips that explain what Predicted Fit is.


The first element of the design was a blue bar that expands and contracts as the user moves the red slider. The aggregated Predicted Fit for all scores at and above a particular score cut off is displayed above the slider. The blue bar clearly represents the score selection at each point, while the display above it tells the user what the Predicted Fit is for each lead in their score selection. Play the video below to view the full experience.

Tooltips Provide Extra Information

The second element of the design were the tooltips, which clearly and concisely define Predicted Fit for the user.

01d Predicted Fit – Description Hover
02b Predicted Fit – Below n-a hover-2

An Enriched Analytics Platform for Sales, Marketing, and Fundraising Teams

boodleAI is a SaaS startup that specializes in enriched analytics for sales, marketing, and fundraising teams. Their mission is to democratize data, making it faster and easier for all organizations to locate their best leads and prospects in any contact list. By using advanced data enrichment and insightful predictive analytics, boodleAI enables its users to achieve lifts in conversion, engagement, and retention rates.

As an interaction designer at boodleAI, I designed a number of new features and platform enhancements based on customer feedback.