Standalone Web Application,
Standalone Web Application,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This project was about taking Surfe from a sidekick browser extension to a standalone hero platform. I led the foundational UX/UI and art direction to build our first web application — a high-performance command centre where sales teams could manage lead intelligence and accounts without the distractions of a social media feed.
Research
As we grew, it became clear that a 360px sidebar wasn't enough for the level of data our power users needed. Working with leadership, I identified three reasons we had to move beyond the extension:
→ Need for a central hub for total control over the experience
→ Users required a dedicated workspace for bulk data and analytics
→ Shifted from an extension tool to a premium app destination to better compete
Challenges
Building a standalone app from a plugin is a massive structural leap. The biggest hurdle was ensuring that users moving between the LinkedIn sidebar and the web app felt they were in the same ecosystem. I had to architect a navigation system that could handle multiple pages and future advanced features without requiring a total redesign six months down the line.
Key Solutions
I focused on creating a modular, logic-first architecture that could scale as the product evolved:
→ Established new UI standards to elevate the brand while maintaining fluidity
→ Centralised account, billing, lead management to remove interface constraints
→ Engineered tables for advanced filtering and complex lead management
→ Architected the core structure to support future tool integration and roadmap
Impact
My role was to set the trajectory.
By establishing a vision centred on data clarity and platform independence, I created the backbone for Surfe’s evolution. This transition successfully moved us from being a nice-to-have utility to a primary destination for sales intelligence, paving the way for our most successful high-impact features.
Standalone Web Application,
Standalone Web Application,
Surfe
Surfe
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
SERIES A, 4M+ RAISED
SALES TECH, CRM AUTOMATION
Overview
This project was about taking Surfe from a sidekick browser extension to a standalone hero platform. I led the foundational UX/UI and art direction to build our first web application — a high-performance command centre where sales teams could manage lead intelligence and accounts without the distractions of a social media feed.
Research
As we grew, it became clear that a 360px sidebar wasn't enough for the level of data our power users needed. Working with leadership, I identified three reasons we had to move beyond the extension:
→ Need for a central hub for total control over the experience
→ Users required a dedicated workspace for bulk data and analytics
→ Shifted from an extension tool to a premium app destination to better compete
Challenges
Building a standalone app from a plugin is a massive structural leap. The biggest hurdle was ensuring that users moving between the LinkedIn sidebar and the web app felt they were in the same ecosystem. I had to architect a navigation system that could handle multiple pages and future advanced features without requiring a total redesign six months down the line.
Key Solutions
I focused on creating a modular, logic-first architecture that could scale as the product evolved:
→ Established new UI standards to elevate the brand while maintaining fluidity
→ Centralised account, billing, lead management to remove interface constraints
→ Engineered tables for advanced filtering and complex lead management
→ Architected the core structure to support future tool integration and roadmap
Impact
My role was to set the trajectory.
By establishing a vision centred on data clarity and platform independence, I created the backbone for Surfe’s evolution. This transition successfully moved us from being a nice-to-have utility to a primary destination for sales intelligence, paving the way for our most successful high-impact features.