The goal of this project was to increase user engagement throughout the sales process by identifying user needs and pain points, and to explore opportunities for improving the experience for both users and the business. While the organization had experience with its users, this knowledge was fragmented and largely undocumented, making it difficult to align decisions or reason about priorities. I worked as a UX Designer responsible for planning and conducting user research in support of the project goal. The project ran over approximately eight weeks and focused on surfacing meaningful patterns and supporting alignment, rather than validation or delivery. The work began with qualitative interviews conducted with both internal stakeholders and external users actively participating in sales campaigns. Internal interviews surfaced assumptions and mental models, while external interviews focused on how sellers and administrators experienced the sales process and supporting tools in practice. Insights from the interviews were synthesized into two personas representing the primary roles in the system: seller and administrator. These personas were deliberately scoped to reflect the most impactful parts of the sales process. Administrators manage the entire sales cycle, while sellers engage more episodically and rely heavily on clarity, motivation, and progress feedback. To build shared understanding, interview insights were mapped collaboratively to the personas during a facilitated workshop. Building on this foundation, insights were translated into opportunity statements and explored using an impact-versus-effort framework. Rather than defining solutions, the exercise supported discussion around trade-offs and direction.