The opportunity

Croyten came to Grand with a clear mission — to create a modern, intuitive, and scalable alternative to traditional lead generation tools. The idea was to combine verified data, fast search, and export-ready workflows in one unified platform that sales and marketing teams would actually enjoy using.

The product had to perform at enterprise speed while remaining accessible to growth-stage companies. It needed to feel modern, lean, and powerful — without overwhelming the user. What they needed wasn’t just a dev shop — they needed a product partner.

Understanding the market & audience

Before diving into design, we kicked off a structured discovery phase to better understand Croyten’s business goals, audience behaviors, and the market landscape. We conducted competitive research, mapped key user personas (SDRs, growth marketers, agency leads), and outlined common pain points in the lead discovery space — such as outdated data, slow search interfaces, and fragmented workflows.

This helped us align the product’s positioning with real-world usage and gave us the clarity to design for outcomes — not just screens. It also shaped how we prioritized features and crafted the experience for speed, scale, and business relevance.

Starting from zero

We began with a blank canvas: no prior design system, no defined user flows, no existing product. Our role was to define the experience from its foundation — from core functionality to interaction and interface design.

We helped Croyten distill their concept into a structured MVP: mapping out workflows, establishing feature hierarchies, and shaping a search-first experience that prioritized performance and simplicity.

Shaping the user experience

At the heart of Croyten is its lead discovery engine — where users apply smart filters to surface decision-makers and target companies. We designed this experience to be intuitive and responsive. Filters update in real-time, results are cleanly formatted, and every interaction supports high-frequency, high-volume workflows.

Beyond basic search, we introduced the ability to surface intent and market signals — helping users not just find static leads, but prioritize companies actively showing buying behaviors or market movements. Users could view signals like hiring spikes, funding announcements, or tech adoption changes — making outreach more timely, strategic, and effective.

Visual design with intent

We developed Croyten’s visual identity and UI system to reflect its core promise: fast, professional, and reliable. The interface is minimal yet sharp — using confident typography, a focused color palette, and high-contrast layout decisions to reduce visual noise.

Each component was designed to balance density with readability. From data cards to list views, every pixel serves a purpose — helping users scan, act, and move on without hesitation.

Supporting key workflows

We designed several critical workflows to power the daily activity of sales and recruiting teams. Users can filter large datasets through dynamic, real-time segmentation, allowing them to build highly targeted lead lists in minutes.

Profile previews were enriched with verified contact details, firmographic data, and dynamic intent signals, giving teams deeper insights into which companies were most likely to be in-market for their services. These signals — such as recent funding rounds, technology stack changes, or hiring momentum — allowed users to prioritize outreach with a strategic edge.

Final thoughts

Croyten is a perfect example of how design, product thinking, and execution come together to create meaningful impact. It wasn’t about building a tool — it was about enabling growth, clarity, and confidence for sales teams who need to move fast.

At Grand, we don’t just design interfaces — we help define the product. With Croyten, we helped create a smarter way to connect people with opportunity.