Surfe
Seamless CRM workflows embedded inside LinkedIn
Seamless CRM workflows embedded inside LinkedIn
B2B platform connecting CRM data directly to LinkedIn for 40,000+ sales professionals at Google, Uber, Amazon, and Bolt. Led transformation from lightweight connector to full-featured sales platform. Reversed the enrichment architecture so users could get value in one click instead of two. Activation improved from 34% to 84%. Recognised by G2 Fastest Growing Startups and Product Hunt Top 100.
B2B platform connecting CRM data directly to LinkedIn for 40,000+ sales professionals at Google, Uber, Amazon, and Bolt. Led transformation from lightweight connector to full-featured sales platform. Reversed the enrichment architecture so users could get value in one click instead of two. Activation improved from 34% to 84%. Recognised by G2 Fastest Growing Startups and Product Hunt Top 100.
B2B platform connecting CRM data directly to LinkedIn for 40,000+ sales professionals at Google, Uber, Amazon, and Bolt. Led transformation from lightweight connector to full-featured sales platform. Reversed the enrichment architecture so users could get value in one click instead of two. Activation improved from 34% to 84%. Recognised by G2 Fastest Growing Startups and Product Hunt Top 100.
The invisibility problem
The invisibility problem
The product had achieved fit. The next problem was depth. Users installed the extension and stopped.
The product had achieved fit. The next problem was depth. Users installed the extension and stopped.
Only 34% completed their first action because the product was too quiet. The invisibility that made Surfe feel native also made it impossible to discover what it could do. Sales teams needed more capability, but every feature added had to earn its place on a page LinkedIn hadn't designed for it. The extension needed to be invisible when idle, capable when needed. Both at once.
Only 34% completed their first action because the product was too quiet. The invisibility that made Surfe feel native also made it impossible to discover what it could do. Sales teams needed more capability, but every feature added had to earn its place on a page LinkedIn hadn't designed for it. The extension needed to be invisible when idle, capable when needed. Both at once.
Foundation over features
Foundation over features
Rebuilt the architecture rather than layer features incrementally.
Rebuilt the architecture rather than layer features incrementally.
The existing structure couldn't support what was coming. Team plans, enterprise surfaces, premium features. The system needed clearer entry points without shouting. More visible UI in exchange for discoverability and growth. A deliberate tradeoff that prioritised long-term scale over short-term minimalism. Evolved the design system to enable rapid expansion whilst maintaining performance inside LinkedIn. Components had to be light enough not to affect page speed, specific enough to hold the brand, and clear enough that engineers could ship without constant review.
The existing structure couldn't support what was coming. Team plans, enterprise surfaces, premium features. The system needed clearer entry points without shouting. More visible UI in exchange for discoverability and growth. A deliberate tradeoff that prioritised long-term scale over short-term minimalism. Evolved the design system to enable rapid expansion whilst maintaining performance inside LinkedIn. Components had to be light enough not to affect page speed, specific enough to hold the brand, and clear enough that engineers could ship without constant review.
The original Leadjet extension before rebranding to Surfe
Onboarding flow guiding sales reps through first actions after installation
Activation and Onboarding
Activation and Onboarding
The post-install experience was rebuilt around a single question: what does this user need to succeed first?
The post-install experience was rebuilt around a single question: what does this user need to succeed first?
Removed unnecessary steps. Introduced contextual prompts when users land on LinkedIn profiles. Guided to first sync in under 90 seconds instead of eight minutes. This cut early drop-off and improved activation from 34% to 61%, proving that clarity drives growth more effectively than aggressive onboarding.
Removed unnecessary steps. Introduced contextual prompts when users land on LinkedIn profiles. Guided to first sync in under 90 seconds instead of eight minutes. This cut early drop-off and improved activation from 34% to 61%, proving that clarity drives growth more effectively than aggressive onboarding.
Messaging workflows
Messaging workflows
Context-switching kills momentum. Sales reps were jumping between LinkedIn and CRM to manage outreach, losing thread and wasting time.
Context-switching kills momentum. Sales reps were jumping between LinkedIn and CRM to manage outreach, losing thread and wasting time.
Brought Surfe's template library directly into LinkedIn's native messaging interface. The full workflow now lives in one surface. This eliminated friction and changed behaviour. 67% of power users now rely on templates for outreach, turning a feature into a retention driver.
Brought Surfe's template library directly into LinkedIn's native messaging interface. The full workflow now lives in one surface. This eliminated friction and changed behaviour. 67% of power users now rely on templates for outreach, turning a feature into a retention driver.
Streamlined invitation from five clicks to two with gamification. Viral coefficient grew 0.12 → 0.43
Template library integrated directly into LinkedIn's messaging interface, eliminating context-switching for sales reps
Outcomes
Outcomes
Daily active users increased 340% year-over-year. Activation improved from 34% to 61%. Time-to-first-value dropped from eight minutes to 87 seconds. The viral coefficient grew from 0.12 to 0.43, fundamentally changing how Surfe acquires users.
Daily active users increased 340% year-over-year. Activation improved from 34% to 61%. Time-to-first-value dropped from eight minutes to 87 seconds. The viral coefficient grew from 0.12 to 0.43, fundamentally changing how Surfe acquires users.
The extension reached 40,000+ users at companies like Google, Uber, and Amazon. The browser extension moved from discreet utility to confident platform, capable of carrying premium features and enterprise adoption without losing the speed that made it successful.
The extension reached 40,000+ users at companies like Google, Uber, and Amazon. The browser extension moved from discreet utility to confident platform, capable of carrying premium features and enterprise adoption without losing the speed that made it successful.
Design handoff documentation and component specifications
Press
Press
Surfe's growth was recognised by G2 as one of the Fastest Growing Startups and reached Product Hunt's Top 100.
Surfe's growth was recognised by G2 as one of the Fastest Growing Startups and reached Product Hunt's Top 100.