User , Startups , Client Stories — 10.31.2019

How Premium Demo Designs Enabled the 120WaterAudit Sales Team to Close Deals

Innovatemap Team

Our drinking water, and what’s in it, is federally regulated. 120WaterAudit is a water program management company that uses software, kits and services to manage and execute water quality programs that improve public health outcomes. Inspired by the Flint Michigan water crisis, they are a team of crusaders fighting for safer drinking water to protect public health.

The company started with consumer water testing kits, but pivoted from this B2C model to take a B2B focus on water quality in school systems. Today, 120WaterAudit predominantly focuses on city water program management to maintain water safety and address emergent issues like water availability, scarcity and aging infrastructure.

120WaterAudit knew they could best impact the community and grow their business by working with public water systems and the program managers who run them. But to properly service public water systems, they needed to create a software that spoke to program managers’ specific needs.


120WaterAudit’s leadership team knew the importance of bringing user experience driven technology to the antiquated, paper-and-spreadsheet-driven industry of water quality management. To differentiate themselves from competitors, they needed user-focused designs that would streamline internal processes for program managers and make them more efficient at their jobs.

We partnered with the 120WaterAudit team to create a clickable prototype to show prospects during sales demos. Program managers predominantly lived in spreadsheets and weren’t accustomed to advanced software. Our mission was to position 120WaterAudit as thought leaders and equip them with digital tools to work and sell more effectively.


Our product designers married speed with quality to design initial screens for the sales team to use in demos. While sales used the click-through demo to sell, we delivered designs for new features to enhance the product’s functionality.

Demo data, the sample information shown in a design mockup, was critically important to the sales team. The 120WaterAudit platform is for analysis, insights, and action, all based on data streaming into the tool. Because of this, we scrutinized each demo design to ensure data told a realistic and relatable story. We customized data in each design to the prospects they were meeting, making sure numbers were accurate and concise. If data was a misrepresentation of the prospect or the needs of the end user, it would challenge 120WaterAudit’s industry expertise and distract from the solution.

We worked closely with the 120WaterAudit and development teams to ensure the product was built correctly and met user needs and expectations. As the sales team gathered customer feedback, we integrated it into our designs. This way, the product doesn’t just look good, it also solves real problems.


Because they partnered with us, 120WaterAudit moved quickly to market. If 120WaterAudit had tried to produce these designs internally, it would have taken far longer which would slow sales. Our work quickly and efficiently equipped the sales to close deals alongside the development of the solution.

Our user experience exceeds industry expectations and standards. 120WaterAudit’s UX is a consistent “wow factor” in sales presentations and conferences. In an industry where poor UX is far too common, 120WaterAudit’s intuitive and modern UX sets them apart and boosts their sales.

The design and product improvements earns more sales conversations. Through a more effective visual representation of 120WaterAudit’s product, they are able to communicate the value of the product and get better feedback on how to serve their customers. With customer feedback and agile product design, we enabled the development team to bring 120WaterAudit’s product vision to life.

Want to move quickly to market? Learn how our product strategy experts can help you build a quality product, fast.