Surfe
Scalable revenue platform built for modern sales teams
Scalable revenue platform built for modern sales teams
B2B platform connecting CRM data to sales workflows for 40,000+ professionals at Google, Uber, Amazon, and Bolt. Led Surfe's expansion from browser extension into standalone sales platform. Built the shared design system that enabled rapid feature development across surfaces. Average contract value grew from €29 to €47/month as enterprise features unlocked new revenue.
B2B platform connecting CRM data to sales workflows for 40,000+ professionals at Google, Uber, Amazon, and Bolt. Led Surfe's expansion from browser extension into standalone sales platform. Built the shared design system that enabled rapid feature development across surfaces. Average contract value grew from €29 to €47/month as enterprise features unlocked new revenue.
B2B platform connecting CRM data to sales workflows for 40,000+ professionals at Google, Uber, Amazon, and Bolt. Led Surfe's expansion from browser extension into standalone sales platform. Built the shared design system that enabled rapid feature development across surfaces. Average contract value grew from €29 to €47/month as enterprise features unlocked new revenue.
Beyond the extension
Beyond the extension
Surfe had proven its value as a lightweight CRM sync tool embedded in LinkedIn. The next problem was enterprise scale.
Surfe had proven its value as a lightweight CRM sync tool embedded in LinkedIn. The next problem was enterprise scale.
Teams needed subscription management, admin controls, team analytics, and data visualisation. Features a browser extension couldn't support. The platform needed to feel connected to the extension whilst establishing its own identity. Not another heavy destination product, but a natural extension of the tools sales teams already lived in every day.
Teams needed subscription management, admin controls, team analytics, and data visualisation. Features a browser extension couldn't support. The platform needed to feel connected to the extension whilst establishing its own identity. Not another heavy destination product, but a natural extension of the tools sales teams already lived in every day.
Supporting existing behaviours
Supporting existing behaviours
Led discovery with revenue teams across markets to understand how they move between LinkedIn, CRM, and inbox.
Led discovery with revenue teams across markets to understand how they move between LinkedIn, CRM, and inbox.
Where context switches cost time and focus. The key insight wasn't a list of feature requests. It was moments where manual data entry and cognitive load slow people down.Teams didn't want to learn new workflows. They wanted the standalone app to support their existing behaviours rather than force new ones. This shaped everything: what the platform prioritised, how features were structured, where data lived.
Where context switches cost time and focus. The key insight wasn't a list of feature requests. It was moments where manual data entry and cognitive load slow people down.Teams didn't want to learn new workflows. They wanted the standalone app to support their existing behaviours rather than force new ones. This shaped everything: what the platform prioritised, how features were structured, where data lived.
Legacy interface with no CRM capabilities
Workshop session for product strategy and design
Two environments, one system
Two environments, one system
The extension had to surface richer CRM capabilities directly inside LinkedIn without overwhelming a page never designed for them.
The extension had to surface richer CRM capabilities directly inside LinkedIn without overwhelming a page never designed for them.
The web app needed to handle large datasets, complex team configurations, and advanced workflows. In parallel, the product team was building data-intensive features like a prospecting engine, introducing constraints around API limits, filtering, and bulk operations. Keeping all of this coherent required careful architectural planning. Close collaboration with engineering meant new work could plug into the same foundations without fragmenting the experience across surfaces.
The web app needed to handle large datasets, complex team configurations, and advanced workflows. In parallel, the product team was building data-intensive features like a prospecting engine, introducing constraints around API limits, filtering, and bulk operations. Keeping all of this coherent required careful architectural planning. Close collaboration with engineering meant new work could plug into the same foundations without fragmenting the experience across surfaces.
A tightly connected ecosystem
A tightly connected ecosystem
Rather than treat the extension and web app as separate surfaces, defined them as a tightly connected ecosystem with shared mental model and shared components.
Rather than treat the extension and web app as separate surfaces, defined them as a tightly connected ecosystem with shared mental model and shared components.
In the extension, introduced contextual, unobtrusive UI patterns that surfaced the right CRM data at the moment sales reps needed it. In the web app, designed a high-performance workspace optimised for dense information and quick scanning. Scalable design system with reusable elements like compact tables, flexible layouts, and consistent interaction patterns. This gave other designers a clear framework to plug new workflows into the platform without reinventing the experience each time.
In the extension, introduced contextual, unobtrusive UI patterns that surfaced the right CRM data at the moment sales reps needed it. In the web app, designed a high-performance workspace optimised for dense information and quick scanning. Scalable design system with reusable elements like compact tables, flexible layouts, and consistent interaction patterns. This gave other designers a clear framework to plug new workflows into the platform without reinventing the experience each time.
AI-curated prospect lists surfacing qualified leads for outreach
Contact enrichment with bulk-add and improved sorting
Enterprise foundation
Enterprise foundation
The platform evolved from narrow utility into a revenue workspace. Average contract value grew from €29 to €47 per month as enterprise features unlocked new upsell opportunities.
The platform evolved from narrow utility into a revenue workspace. Average contract value grew from €29 to €47 per month as enterprise features unlocked new upsell opportunities.
The shared ecosystem made it significantly easier for product and engineering teams to ship quickly. Features built on this platform showed strong engagement metrics. The ICP Finder, for example, reached 54% weekly active usage and a 92% same-week return rate, demonstrating that the architecture could support complex, high-retention workflows. This foundation enabled Surfe to scale into enterprise accounts whilst maintaining the ease of use that made it successful.
The shared ecosystem made it significantly easier for product and engineering teams to ship quickly. Features built on this platform showed strong engagement metrics. The ICP Finder, for example, reached 54% weekly active usage and a 92% same-week return rate, demonstrating that the architecture could support complex, high-retention workflows. This foundation enabled Surfe to scale into enterprise accounts whilst maintaining the ease of use that made it successful.
In-app video guidance for new users
Acknowledgments
Acknowledgments
Surfe App was a collective effort
Surfe App was a collective effort
Benefiting from the talent and dedication of the wider product team. Special appreciation to Andres Sucre and Maria Pires for the sharp vision.
Benefiting from the talent and dedication of the wider product team. Special appreciation to Andres Sucre and Maria Pires for the sharp vision.