Smart Letter

The fastest way to win meetings with decision-makers

I helped with design across the board—planning, branding, UI/UX design, building the operations, and more—for Smart Letter, a cloud tool for winning sales meetings that takes enterprise sales results to new heights with a list of 150,000 decision-makers at 5,000 companies. I also provided client companies with consulting on winning meetings with Smart Letter.

The service website on a tablet and a smartphone — The Smart Letter service website

Smart Letter is a SaaS application that optimizes Posto, the cloud-based direct mail platform released earlier, as a tool for winning sales meetings. When direct mail is used to win meetings, results are hard to come by unless targeting, creative, and timing all fit perfectly, which set a high bar for departments without a designer.

Direct mail made with Posto on the left, and a Smart Letter letter and envelope on the right — Posto allows highly flexible designs (left), while Smart Letter uses a format specialized for winning meetings (right).

So I hypothesized that sending direct mail as a "letter" rather than as an "advertisement" would make it easier for non-designers to take on, and would also be more likely to produce results, since it leaves the recipient with a strong impression of person-to-person communication. Through trial and error with the wording, paper stock, and packaging, we repeatedly sent real letters to win meetings and built a letter solution of our own. I designed the UI/UX so that sales and marketing staff can do everything on a self-service basis: from building a target list suited to their company from Smart Letter's list of decision-makers, to sending letters, managing results (reactions and conversions) and progress, and syncing data with external CRMs.

A screen for entering sender details and uploading the letter — Letter Uploader

A dashboard with counts of letters sent, approaches in progress, and meetings won, alongside an activity log — Dashboard

A list of decision-makers that can be filtered by department and title — Executive List

A timeline of progress from sending a letter to winning a meeting — Timeline

By making everything seamless, from building target lists and sending letters to managing results and progress and integrating data with in-house CRMs, Smart Letter helped make enterprise sales more efficient. With the added boost of demand for remote work, it came to be used widely across industries, mainly by large corporations and newly listed companies.

Client: Vantage Management, inc.
Project: Web Application (SaaS)
Service Design: Kazunori Miura, Vantage Management, inc.
Naming / Concept Making: Kazunori Miura, Vantage Management, inc.
Logo Design: Kazunori Miura
Creative Direction: Kazunori Miura
Art Direction: Kazunori Miura
UI/UX Design: Kazunori Miura
Prototyping: Kazunori Miura
Letter Design: Kazunori Miura
Front-end Development: Jacy li, Vantage Management
Back-end Development: Vantage Management, Jacy li
Launch: 2020.3–
Related Link: smart-letter.com