Slash Experts
product design for the trust layer in B2B sales
SlashExperts — Trust first B2B Sales Platform UX Redesign and Design System
Your product can look done and still feel unfinished
What we delivered
What we did
UI/UX Design, Web Design, Branding, Design System, Product Strategy, Prototyping
Project snapshot
- Industry
- B2B Revenue Acceleration & Customer Reference Platforms
Overview
When the product has to look as trustworthy as its promise
Peer validation wins B2B deals. The operational reality is messier: sales asks for a reference, someone digs through relationships, the call happens late or not at all, and nobody can prove which references influenced revenue.
SlashExperts needed a platform that matched prospects with the right customer experts and made the economics of those introductions visible — deals influenced, payouts owed, pipeline impact.
Phoenux started in Clarity: discovery workshops to understand how revenue teams actually request and fulfill references, where trust breaks, and what “matched” means when the wrong expert wastes a prospect’s time.
Challenges
Engagement and credibility turned out to be the same problem
B2B sales teams needed a systematic way to connect prospects with customer references — peer validation that accelerated pipeline instead of ad-hoc Slack hunts.
Trust is the scarce resource in reference networks. The wrong match wastes a prospect’s time and burns a customer relationship. Matching UX had to surface expertise, availability, and relevance without turning into a résumé dump.
We designed empty and partial states carefully — a reference marketplace that looks full in a demo and empty on day one erodes trust immediately.
Perspective shift
“A product that brokers trust cannot afford to look provisional.”
A product that brokers trust cannot afford to look provisional. Admin and seller roles needed different density without splitting into two products.
Analytics were designed for skeptical operators. Charts that only celebrate volume fail; the useful view ties experts to influenced pipeline and payouts owed. We treated that ledger as a primary journey, not a reporting afterthought.
Transformation
When Phoenux became SlashExperts' design team
Creation followed with a design system and analytics UI. Matching flows had to feel decisive under time pressure. Dashboards had to answer a skeptical CRO: which experts moved deals, and what did we pay for that influence?
Design system work kept seller and admin surfaces coherent as features expanded. Without shared patterns, every new matching rule would have invented a new UI dialect — fatal for a revenue tool used under weekly pipeline pressure.
Solution
Key deliverables: wireframes, high-fidelity screens, a design system, and an interactive prototype.
Understand the category
Uncovered market expectations, product friction, and opportunities through research.
Map the journeys
Shaped clear, low-friction paths for both sides of the experience.
Design the system
Built a cohesive visual framework that could scale with the product.
Test it with real people
Improved the experience through ongoing feedback and usability validation.
From moodboard to system
Turning direction into structure
Phoenux led discovery, built a design system, and shaped expert-matching and analytics UI so teams could trace influence from reference to revenue.
Colour, typography, components, and visual principles were documented as a system, so new features extend the product rather than diverging from it.
Designed for two audiences
Two sides. One experience.
Matching UX had to serve both sides of the reference motion without forcing either into the other’s workflow. Admin and seller roles needed different density without splitting into two products.
The service model itself got clearer: reference matching as a measurable revenue motion, not a favor network.
Accessibility was part of the build, not a review at the end
Accessible by design
Keyboard navigation and screen reader compatibility were built in from the start, validated through testing with diverse groups rather than retrofitted.
The result
A product that matches its promise
The founder's assessment was that SlashExperts became a product that "finally looks and works the way it should," which maps directly onto the two goals set at the outset.
One design system instead of accumulating screens
Colour, typography, components, and visual principles documented as a system, so new features extend the product rather than diverging from it.
Accessible by design
Keyboard navigation and screen reader compatibility built in from the start, validated through testing with diverse groups rather than retrofitted.
Outcome: faster pipelines, a unified view of expert-influenced deals and payouts, and a 28% improvement in deal closure rate for teams using the redesigned matching and tracking experience — per client-reported conversion on influenced opportunities.
Your product can look done and still feel unfinished
Tell us whether you're building or fixing, the journey that pays the bills, and what “better” means in a metric you already track. You'll get back a scope, a duration, and a cut list. Or an honest no.
Start Here. Make It Happen.
Got a challenge?
Bring it here.
No polished brief. No homework. Just tell us what you’re working on, and we’ll take it from there.
- 01
Give us the context
A name, a way to reach you, and whatever’s on your mind.
- 02
We’ll dig in
We’ll look at what you’ve shared and figure out what questions matter.
- 03
Let’s make a move
If there’s a fit, we’ll map out the smartest way forward.
Prefer email? hello@phoenux.design
