InsightsTap — Website

Overview

InsightsTap is a live B2B SaaS platform that productises intent signals — helping go-to-market teams run enterprise sales with the speed of an e-commerce engine. I designed the interface and shipped the production front-end of the public site — the one real, shipped product in this portfolio. I owned it end to end: translating the team's go-to-market concepts into layout, motion, and a component system, then building and shipping the live front-end that turns the data story into something people can read, trust, and act on.

Context

Go-to-market is an abstract domain. Intent signals, the "dark funnel", account-based marketing, AI agents, CRM automation across HubSpot and Salesforce — the value is real, but it's invisible and easy to glaze over. There's no tangible artifact a visitor can picture: the whole product lives in concepts. Most of the B2B buying journey now happens before a vendor is ever contacted — buyers research anonymously, in the dark funnel, and only surface late. Intent data is the attempt to read those signals early. The product's own pitch leans on a familiar comparison — "Run your B2B enterprise like an e-commerce store" — to give an otherwise abstract idea a fast mental model to borrow from. That framing became the anchor for the whole site.

insightstap.com

Problem

The site had to make a dense, technical product instantly graspable and fast, on a high-contrast brand, without dumbing the ideas down. For visitors, the risk is bouncing before the concept lands. For the business, an unclear front-end undersells a genuinely capable platform. The constraints were real too: a high-contrast brand to honour, heavy data-driven sections to keep legible, and a need to perform from phone to wide desktop.

Goals & signals

Three goals shaped the build — each paired with the signal I'd judge it by, framed as a target rather than a number claimed after the fact.

1. A first-time visitor can restate what the product does within one scroll.

   Success signal

   Comprehension in a 5-second test, and a low bounce on the hero of the live site.

   Target — measurable on production

2. The densest sections — metrics, process, integrations — stay legible on a high-contrast brand.

   Success signal

   AA contrast across text and accents, readable from a 320px phone to a wide desktop.

   Verified in the design

3. The site stays fast everywhere, despite heavy data-driven sections.

   Success signal

   Built against an LCP < 2.5s · CLS < 0.1 · INP < 200ms budget — lazy media, reserved space, capped work.

Research

This was a build, not a study — no interviews or usability tests, and the research that exists is the kind a front-end lead actually does: a close reading of what the live product claims, and a competitive teardown of the intent-data and ABM category it sits in.

A few things from that mapping drove the design:

1. The category is sold as a chain of cause and effect.

   Capture anonymous buyer signals, predict who is in-market, then act before competitors. The product's own pitch is structured the same way, as four explicit steps, and so is the category leader's: 6sense runs fit, engagement and intent signals through predictive models to classify accounts into buying stages. A linear, scannable sequence isn't just tidy — it mirrors how buyers in this category are already conditioned to evaluate these tools.

2. The incumbents compete on density.

   6sense, Demandbase, ZoomInfo and Bombora sell on huge signal-volume stats and full-stack capability, and their pages read that way — dense and stat-heavy. Against that backdrop, a calm, high-contrast system that keeps the heavy data sections legible is a deliberate differentiator. Here, clarity is the competitive move, not just an aesthetic preference.

3. The single most concrete hook the product offers is its own e-commerce framing.

   Anchoring the hero and the overall metaphor on that comparison gives an abstract data product a familiar shape to lean on.

Strategy

The core challenge was making an invisible, data-heavy product feel concrete, so every decision served legibility over decoration. A few decisions shaped the whole site.

1. Anchor on the product's own e-commerce metaphor.

   Buyers in this category research anonymously and decide fast; the store comparison gives them a mental model to borrow in the first five seconds, and every section after the hero pays it off instead of introducing a new frame.

2. Structure the narrative as a scannable cause-and-effect sequence.

   The incumbents sell with density — walls of stats and capability lists. A single visible chain (capture → process → automate → scale) reads in one pass and matches how the category leader already teaches buyers to evaluate.

3. Commit to one high-contrast component language.

   Restraint was the risk worth taking: one vocabulary of cards, bands, and diagrams means the heaviest sections cost the reader nothing new, and the site stays credible when the claims get big.

insightstap.com

Design

This is a web build, so the flows live in the live site and the looping capture rather than a phone gallery. Each block below frames a decision behind a section of the page.

The proposition

A hero that states it plainly — "Run your B2B enterprise like an e-commerce store" — and frames intent signals as the engine underneath. It leads with the one concrete metaphor the product owns, so the abstract idea lands before any jargon arrives.

The four-step engine

The core narrative — capture signals → AI processing → smart automation → scale revenue — built as a legible, scannable sequence instead of a wall of copy. The linear shape mirrors how the category is already evaluated, so the page reads the way buyers expect to think.

A high-contrast system

A consistent component language — the metrics band, the process diagram, the success-stories carousel, the integrations grid — so dense sections stay readable. One system, reused everywhere, is what keeps the heavy data legible against a high-contrast brand.

insightstap.com

Built for speed and reach

Responsive layouts from phone to wide desktop, with performance and legibility passes on the heaviest data sections, so the site stays fast and graspable wherever it's opened.

Outcome

The production site at insightstap.com, owned front to back — interface design through to the shipped front-end, on a single component system. And because it's live, it gets measured like live things do:

CLS — median of five Lighthouse runs

0.000.00

Lighthouse accessibility, mobile

9595

in production

LiveLive

design + front-end, end to end

SoloSolo

Reflection

This was an exercise in restraint: in a category that competes on density, the harder and more useful move was to hold one register and let the structure carry the meaning. Anchoring everything to the product's own e-commerce metaphor was the decision I'd make again first — it gave an abstract product something tangible to hold onto. Given more time, I'd push the heaviest data sections further with motion that reveals the cause-and-effect chain step by step, and I'd want to validate the four-step framing against how real GTM buyers actually scan the page rather than how the category assumes they do.