Reach by ChannelPro

Context

Reach is a B2B SaaS platform connecting brands directly to the indirect salespeople selling their products — distributors, resellers, and frontline sales teams. I joined the founding team in a product strategy role (Jan 2022–Apr 2024), working directly with the CEO to design the platform across four surfaces: an internal admin web app, a client-facing web app, and two mobile apps (client and end-user/salesperson) covering reporting, training, loyalty, and redemption.

Scope spanned product and client databases, incentive and rewards systems, CSV-based bulk import, real-time reporting and performance dashboards, in-app content (banners, news, surveys), lead generation, automated email/messaging with performance stats, and full admin/client/salesperson permission layers. The work was part of the team's acceptance into the Flat6Labs accelerator.

The challenge

The core challenge wasn't visual polish — it was making a genuinely complex, multi-sided system legible and operable:

• Four distinct surfaces (admin, client web, client mobile, salesperson mobile), each with different goals but one shared data and design system

• Incentive-program setup that ran entirely through a single non-technical founder — a bottleneck capping how fast partners could onboard and how much program detail could be captured

• Multiple user types with different permissions, responsibilities, and mental models

• Data-heavy admin surfaces (partner lists, sales reports, bulk imports) that needed to work at speed

Roles

Worked directly with the CEO and founding team to define product direction and deliver production-ready UX/UI across every surface:

• Product strategy and UX direction (north star, scope, priorities)

• End-to-end platform redesign — admin, client, and mobile

• Incentive and rewards system design

• Workflow and permissions architecture across three user types (internal, client, end salesperson)

• Contributed to the product narrative for Flat6Labs and ongoing investor conversations

Key moves

1) Redesigned the incentive/rewards system Moved incentive-program setup from manual, founder-only configuration to a self-service model trusted clients could run themselves — adding products, mapping products to rewards, launching new programs without engineering or founder involvement.

2) Built the mobile experience for frontline salespeople Training content, one-tap sale reporting (scan a product identifier, submit), and instant reward redemption — replacing what had been a disconnected, low-engagement process.

3) Designed the engagement and lifecycle layer In-app banners and news feed, survey tools, lead-generation forms, and automated email sequences with performance reporting — the mechanics that keep a loyalty/partner audience active between transactions, not just the transactional flows themselves.

4) Designed the admin and portal architecture Entity management (accounts, organisations, users, roles), role-based access patterns, permissions-aware UI, and auditability — the operational layer making everything else possible.

5) Data-heavy tables, filters, and drill-down Dense tables with hierarchy, filtering/sorting/search, bulk actions, and detail panels for fast context switching across partners, sales reports, and CSV imports.

6) Multi-surface consistency Designed and maintained UX/UI consistency across four distinct surfaces — admin web, client web, client mobile, and salesperson mobile — each with different user goals (configuration vs. self-service vs. field reporting and redemption) but sharing one underlying data and design system.Outcome

Reach left the engagement with a clearer product structure and a more scalable UX foundation:

• A coherent admin/portal architecture supporting multi-account operations

• Defined workflow and state logic that reduced ambiguity and rework

• Reusable table/filter/drill-down patterns for data-heavy management tasks

• Higher-quality UI consistency aligned with “market-ready” expectations

Impact

• Removed the founder as the single bottleneck for onboarding and incentive-program setup — client self-service replaced manual founder input while allowing roughly 10x more program detail to be captured per client

• Platform grew to 120 salespeople across 17 countries within its first year live, with 4x expansion from existing customers bringing on new brands

• Work directly supported acceptance into the Flat6Labs acceleratorA coherent admin/portal architecture supporting multi-account operations

• Defined workflow and state logic that reduced ambiguity and rework

• Reusable table/filter/drill-down patterns for data-heavy management tasks

• Higher-quality UI consistency aligned with “market-ready” expectations

Reflection

Reach was early-stage — accepted into Flat6Labs for mentorship (guided by Dave Parker) rather than pure capital, at a stage focused on proving the model rather than optimising a mature growth engine. The most valuable design work wasn't visual — it was removing a single founder as the operational bottleneck standing between the product and its ability to scale.