EASYKNOCK

Scaling Sales Through Better Onboarding & Sales Enablement

The Challenge: Success Creating New Problems 

Initial Success: I redesigned EasyKnock's customer onboarding UI with smarter question logic and motion-enhanced interactions, which dramatically increased the number of qualified leads entering the sales pipeline. 

The New Problem: This success created an unexpected bottleneck downstream. The sales team was overwhelmed by the influx of qualified leads, and their existing process relied on semi-manual workflows involving lengthy phone calls and ad-hoc follow-ups. The increased volume exposed inefficiencies that threatened to negate the onboarding improvements.

Research-Driven Sales Enablement Strategy 

Deep Dive Analysis: I led comprehensive research to understand the sales pipeline dysfunction, including: 

  • Analysis of recorded sales calls using Gong software 

  • Creation of detailed personas for different agent profiles (associate, pro, soft-skill focused) 

  • Customer journey mapping across the entire sales process 

  • Identification of UI overload and cognitive friction points affecting agent performance 

Key Insights: My research revealed that agents struggled with information overload during calls, lacked consistent processes for different lead types, and required a significant ramp-up time to become effective. I shared these initial insights with internal marketing and sales departments to align on CX journey improvements and sales pipeline optimization strategies.

Results & Impact 

Operational Efficiency: 

  • 50% reduction in average call time across all agent types 

  • Faster onboarding for new sales agents through guided workflows and reduced complexity 

  • Improved lead conversion by enabling agents to focus on relationship building rather than process management 

Systemic Improvements: 

  • Created scalable sales processes that could handle increased lead volume 

  • Established data-driven insights pipeline from Gong analysis to ongoing optimization 

  • Connected customer experience improvements with sales operations efficiency 

Business Impact: 

  • Transformed a bottleneck into a competitive advantage 

  • Enabled the company to capitalize on improved lead generation without operational breakdown 

  • Created a foundation for sustainable growth through better human performance scaling 

The new app guided sales agents with step-by-step navigation, while contract emails used clear visuals and diagrams to help customers understand complex PropTech data. Simple illustrations and a unified visual taxonomy made it easier to explain financial concepts, improving clarity and communication throughout the onboarding and sales process.

This project exemplifies my ability to connect customer experience, sales operations, and service design to deliver integrated solutions that address complex business challenges. Rather than treating frontend and backend processes separately, I created a holistic approach that optimized the entire customer-to-sales journey, resulting in measurable improvements to both customer experience and business performance. 

The redesigned tool cut average call time by nearly 50%, helped onboard new sales agents faster, and was validated through testing across three agent tiers. This work reflects my ability to connect CX, sales ops, and service design to deliver business-ready solutions that scale human performance. 

© Tiago Estrada 2025

My expertise spans hands-on design and strategic product management, allowing me to drive impactful solutions that unite cross-functional teams. I live and work in NYC.

About me: Beyond my professional achievements, I am a passionate reader who has carted around a library of over 4000 books across multiple New York City apartments. This reflects my commitment to growth and lifelong learning.

tiagocruzestrada@gmail.com