Factors.ai

The short version

I joined Factors.ai in August 2020 as its first designer. No product, no design system, no logo yet. Five years on I lead product design across the whole platform, and I manage and mentor the design team that grew around it.

The product helps B2B marketing and sales teams work out which accounts are interested, where that interest came from, and what to do about it. It pulls together signals from the website, the CRM, ad platforms and marketing tools.

Year one: analytics and attribution, from zero

The first job was to make a large amount of messy B2B data readable. I defined the core UX foundations and the platform architecture. I also set the data-visualisation patterns that later surfaces still use: how a funnel reads, how attribution models compare, how a chart behaves when the data is thin.

Alongside the product, I designed the brand foundations, the Factors logo, the first website and the early go-to-market assets. In a company that small, the same designer does the dashboard and the landing page.

Phase two: account intelligence and real-time alerts

Once attribution worked, the question changed from “what happened” to “who is in market right now”. I designed the account intelligence platform, which shows which companies are engaging and how. I also designed real-time alerts that reach teams in the tools they already live in, so they don’t have to go and look for it.

Now: workflow automations, AI agents and Adpilot

The current work is about taking action, not only showing insight:

• Workflow automations. Teams set up what should happen when a signal fires: enrich, route, notify, sync.
• AI agents. Agent-led decisioning and action across GTM workflows. A large part of the design problem is trust: showing what the agent saw, what it decided, and how to override it.
• Adpilot. Ad optimisation across Google Ads, LinkedIn Ads and Meta Ads for account-based campaigns.

The design system

I built the Factors design system from the start and still own it. It is what lets a small team ship a wide, data-dense product without every screen feeling like a different app.

Leadership

I moved from sole designer to design lead. I set up the design process, the hiring foundations and the way design works with product and engineering. I spend a lot of my time with the founders and PMs on product strategy, and with the designers on the craft.