Streamlining the Sales Cycle for Immersive Tech
Project Overview
Experience Hub is a custom internal platform designed to centralize Ctruh’s immersive portfolio. It empowers Sales and Marketing teams to securely manage, showcase, and share AR/VR demos instantly—completely eliminating the need for developer support.
Product Design
Internal Tools
Web App Design
Workflow Optimization
Role
Design Lead
Team
1 Product Manager,
2 Frontend Devs, Sales Team (Stakeholders)
Timeline
4 Weeks
Tools
Goal
To build a centralized, self-serve platform that empowers the Sales team to access and share immersive demos instantly, removing the dependency on engineering support.
Constraints
Strict NDA Compliance: Designing a way to showcase confidential client work without violating privacy agreements.
Zero-Code Requirement: The admin workflow had to be usable by non-technical sales staff without any developer intervention.
Impact
95% Faster Access
Reduced demo retrieval time from ~4 hours to <30 seconds for sales calls.
0% Dev Dependency
Completely removed engineering from the monthly portfolio update cycle.
The Problem & Challenge: The "Visibility Paradox"
We were stuck in a cycle where our best work was invisible. We needed to show our capabilities to win new business, but operational friction and legal constraints stood in the way.
The Operational Bottleneck: "The Access Gap"
Sales reps had to chase developers to restart servers for every single demo.
This dependency meant links were often down during critical pitches, leading to missed opportunities.
The Legal Constraint: "The NDA Wall"
We couldn't simply "put everything online." Our most impressive enterprise work was confidential.
We needed to show that we did the work without revealing the sensitive content inside.
The Design Mandate
To break this cycle, we needed a secure asset management system that solved three needs:
Solutions and Impact We Delivered
I designed the simplest, most scalable solutions after validating our research insights and understanding the technical constraints from our engineering team.
SOLUTION #1
The Unified Dashboard (Discovery)
I designed the Experience Hub as a visual-first gallery. Instead of a spreadsheet of links, users are greeted with immersive cards. I introduced a robust filtering system allowing prospects to sort by Industry (e.g., Consumer Goods) or Tech Stack (VR, AR, Web).
This transformed our portfolio from a "list of links" into an explorable marketplace of ideas.
3x Engagement
Clients now explore ~3 demos per session instead of just the single link sent to them.
SOLUTION #2
The "Smart" NDA Protection (Security)
To solve the privacy constraint, I designed a "Protected Experience" flow.
Public projects are open to everyone. However, sensitive projects appear in the gallery to showcase our capabilities but are gated. If a user tries to enter, they are prompted for an access code.
This allows our sales team to share specific passwords with vetted clients, keeping our legal obligations intact while still showing off our portfolio.
100% Compliance
Enabled the sales team to safely showcase sensitive enterprise work without legal risk.
SOLUTION #3
The No-Code Admin Panel (Efficiency)
The biggest win for the internal team was the "Create Experience" flow. Previously, adding a project required a frontend developer.
I designed a simple form that allows any non-technical member of the Sales or Marketing team to:
Upload a thumbnail.
Add a description and tags.
Paste the experience link.
Toggle "Password Protection."
This completely removed the engineering team from the content management loop.
Zero Dev Hours
Completely removed the engineering team from the monthly content update loop.
SOLUTION #4
Seamless Lead Gen (Conversion)
The ultimate goal of this hub is to drive business. I integrated a direct Book a Demo workflow. If a client is impressed by a POC, they don't need to leave the hub to email us—they can schedule time with the team directly within the platform.
20% Faster Conversion
Reduced the friction from "seeing a demo" to "booking a meeting" significantly.
Major Achievements That Followed
By centralizing our assets and removing technical dependencies, Experience Hub fundamentally changed how the sales team operates.
3x Engagement
Clients now view an average of 3 experiences per session, exploring our full range of services instead of just the one link they were sent.
Lessons Learned & Next Steps
This project reinforced that Internal User Experience (IUX) is just as critical as customer-facing design.
Design is an Operational Lever: The biggest impact of this project wasn't just visual; it was structural. By identifying the bottleneck (developer dependency), I used design to democratize access, proving that good UX directly correlates to operational speed.
Constraints Breed Creativity: The strict NDA requirements initially felt like a blocker. However, they forced us to innovate with the "Protected Experience" model, turning a legal restriction into a lead-generation opportunity where clients have to "ask" for access.