Davey Heuser is Snitcher’s first ever product designer. The new Inbox (live now, across every plan) was his first big project here, taken on partly to work out how the product actually fits together. We sat down with him about offsite jokes, throwing spaghetti and why you should never trust a mockup.
More of a release-notes person? Here’s the feature rundown.
Let’s start at the beginning. This whole thing started as a joke?
Sort of, yeah. At our offsite last year, Jerre (our founder) joked that it’d be sweet to launch a redesigned Inbox by early 2026. At the time I genuinely couldn’t tell if that was an optimistic outlook or a realistic one — but it was challenging to think about right then with the Alps as a backdrop. It went live for everyone in early 2026, so I’ll let him have this one.
Wasn’t that offsite before you officially joined Snitcher?
Exactly. And considering I was the first designer the company ever had, there was no onboarding plan to hand me. The team shared a bunch of context in the first few days but I hit diminishing returns pretty quickly. There’s only so much you can absorb secondhand, but the space wasn’t entirely new to me, at least. I worked on the Clearbit integration back at Intercom, so I knew the neighbourhood.
So how do you onboard yourself when there’s no plan?
I grabbed the bull by the horns and took on the Inbox. Partly to expand what I knew about the platform and our customers, partly because it was the thing that most needed doing. And unpacking the previous Inbox turned out to be exactly what I needed. The whole time I was in there, “oh, by the way…” and “customers often say…” kept coming up from the team. That was the context I’d been missing, and the work taught me the product better than any document could have.
What was wrong with the old one?
A few things. The biggest one being that it wasn’t built to support the features we wanted to add next, so anything new would’ve been bolted onto a structure that couldn’t really hold it.
Past that, it just wasn’t dense enough. On a laptop you’d see something like four companies at a time, which isn’t great for a product whose whole job is working through a list. And the information on each row was limited, so it was hard to even tell which companies were worth clicking into.
The root of it is that the old one was designed like an email inbox. That’s an okay format for email. But Snitcher is enormously data-heavy, and an email layout was just the wrong shape for the amount of signal we need to put in front of our customers. It was a list you glanced at rather than a place you worked from.
Walk me through how the design came together.
We threw some spaghetti at the wall and started iterating from there, and the learning never really stopped. I had a strong conviction about the shape it should take, and the approach was to test that against real use rather than argue about it in a design file — which was great, because every version taught us something about the next one.
You shipped it as an opt-in beta on real customer data. Why not polish it in private first?
Snitcher is a super data-heavy product. A lot of information lives on every row. The failure mode with data-heavy design is that you show someone a clean mockup, they say “wow, great job,” and then it falls apart the second it meets a real account with real volume. So we shipped as early as possible as an opt-in beta and let customers use it with their own, real data. That’s the only feedback I actually trust.
Did the beta change much?
It uncovered some feedback, which led to tweaking a thing or two, but generally it felt like we’d hit the nail on the head. After roughly two or three weeks it went live for all customers in early 2026, like Jerre joked!
For someone opening it today, what’s different?
A few things you’ll notice straight away. There’s a red dot that pulses on any company with a live session, so you can see who’s on your site right now without leaving the view you’re in.
The rows carry a lot more — including revenue, funding stage, year founded, tech stack, phone and social links — so you can tell whether a company’s worth opening before you click into it.
The table’s yours to reorder, resize and hide columns, and it remembers your setup. You can select across pages and act on the whole set at once: build a segment, export, push to your CRM, send to outreach.
And when you open a company, everything about it — the engagement chart, traffic sources, session timeline, CRM sync events, contacts — just slides in beside the list instead of scattering you across tools.
It sounds foundational more than flashy.
It is, and I’m fine saying that part out loud. Identification is close to a commodity now, and the interesting problem that’s left is the judgement on top of it: is this company worth my time today, is the right human reachable, does this signal fit an account I’m already working? Our new Inbox clears the friction around that judgement so you’ve got the attention to actually do it.
It’s also the foundation for some really exciting things we’re building next, which I won’t spoil here just yet. (a smirk from Davey)
Any lessons?
I’m wary of turning this into a tidy little business lesson. But if there’s one: make more jokes at offsites. Sometimes they ship!
The new Inbox is available today, on every Snitcher plan. Open it and have a look.
