Group members
Company
Duration
45 days (MVP)
Year
2024
Tags
User Research
UX Design
UI Design
Hey! Since this project is under NDA, I can't publicly share the designs yet, but I’ve documented my process here.
Glossary
B2B SaaS – Cloud-based software sold to businesses on a subscription model (e.g., Salesforce, HubSpot).
Sales Reps (Representatives) – Professionals who sell products/services and engage with potential customers.
Lead Qualification – Assessing potential customers to determine their likelihood of converting.
MEDDPICC – A sales framework to score complex deals: Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion, Competition.
AE (Account Executive) – A sales professional focused on closing deals and managing client relationships.
CRM (Customer Relationship Management) – Software for managing customer interactions and sales processes (e.g., Salesforce, HubSpot).
Summary
Pepsales is a B2B SaaS platform with an AI Copilot that enhances sales calls through real-time objection handling, personalized demos, post-call analytics, and research insights.
As the designer, I shaped the user flow, built the design system, and iterated the product based on user feedback.
Here’s a high-level overview of my journey in building it from scratch.
50+
screens designed for core workflows, balancing usability and complexity
2x
faster GTM achieved, launching in 45 days through rapid iteration and cross-functional collaboration
Scalable design system
implemented to ensure consistency across the product
Based on secondary research, we realized a few major problems that the sales reps face
Lean UX within an Agile environment
Lean UX Approach: Adopted a hypothesis-driven design process, rapidly ideating and iterating to minimize waste and maximize user value.
User-Centered Validation: Conducted 1:1 contextual inquiries and usability testing with core personas to validate assumptions and refine workflows.
Rapid Prototyping & Iteration: Leveraged low to high-fidelity prototypes for quick feedback loops, ensuring continuous refinement based on real user interactions.
Agile UX Integration: Embedded design within scrum cycles, collaborating cross-functionally to deliver incremental, high-impact improvements.
Live Data Testing: Prioritized in-product telemetry analysis post-deployment to gather actionable insights and drive informed design decisions.
Multiple 1:1 sessions with product advisors and pilot customers
Main problem statement:
90% of sales leaders needed an objective, automated lead qualification process like MEDDPICC because, AEs often skipped manual call reviews and CRM updates due to time constraints and workflow friction, leading to incomplete insights and lost opportunities.
Data-Driven Design: A/B Testing, Usability Testing, Multivariate testing & Continuous User Feedback
Findings from a multivariate test
Through multivariate testing, we implemented Option 1 as it was the quickest to develop. The other two options were set aside for future evaluation based on additional feedback.
Refining the experience: Finalizing user flows, Information architecture & PRDs
User flows(left), PRDs (right)
Structured Development: Every feature had a dedicated Product Requirement Document (PRD), ensuring clarity and alignment.
User-Driven Enhancements: Continuous feedback from pilot customers led to updates focused on reducing clicks and improving navigation.
Simplified Call Recording Access:
Initially, users had to click Transcript → Drawer → Video, restricting access based on pricing plans.
As video replay became a core feature, the extra step was removed for seamless, intuitive access.
Built a scalable design system and Seamless Dev Collaboration
Component library with reusable UI elements, icons, and defined use cases
Screens designed in alignment with user flows
Enhanced Sales UX: Mixpanel insights to refine User Flows
Mixpanel: A tool for monitoring product usage by capturing user-triggered events
Feature Evaluation: Mixapanel helped assess the usefulness of specific features by analyzing engagement patterns.
UX Optimization example:
Insights guided decisions on feature accessibility and button placement for a more refined UX.
Pain Points feature was preferred over the more accessible Tools feature, despite requiring an extra interaction step.
Based on user behavior, the Pain Points feature was repositioned to improve accessibility.
Testimonials from users
Here's what the users said about the app
Besides owning the product design process
I would take dedicated time out to test the product end-to-end thoroughly, to identify gaps and improve on the designs
I have helped create 70% of the frameworks that are being used as input for the AI in the product
I would sit and help BE teams in creating the architecture and solving technical problems or debug an issue.
I have lead 20+ client demo and onboarding calls in addition to the feedback calls.
Group members
Company
Duration
45 days (MVP)
Year
2024
Tags
User Research
UX Design
UI Design
Hey! Since this project is under NDA, I can't publicly share the designs yet, but I’ve documented my process here.
Glossary
B2B SaaS – Cloud-based software sold to businesses on a subscription model (e.g., Salesforce, HubSpot).
Sales Reps (Representatives) – Professionals who sell products/services and engage with potential customers.
Lead Qualification – Assessing potential customers to determine their likelihood of converting.
MEDDPICC – A sales framework to score complex deals: Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Identify Pain, Champion, Competition.
AE (Account Executive) – A sales professional focused on closing deals and managing client relationships.
CRM (Customer Relationship Management) – Software for managing customer interactions and sales processes (e.g., Salesforce, HubSpot).
Summary
Pepsales is a B2B SaaS platform with an AI Copilot that enhances sales calls through real-time objection handling, personalized demos, post-call analytics, and research insights.
As the designer, I shaped the user flow, built the design system, and iterated the product based on user feedback.
Here’s a high-level overview of my journey in building it from scratch.
50+
screens designed for core workflows, balancing usability and complexity
2x
faster GTM achieved, launching in 45 days through rapid iteration and cross-functional collaboration
Scalable design system
implemented to ensure consistency across the product
Based on secondary research, we realized a few major problems that the sales reps face
Lean UX within an Agile environment
Lean UX Approach: Adopted a hypothesis-driven design process, rapidly ideating and iterating to minimize waste and maximize user value.
User-Centered Validation: Conducted 1:1 contextual inquiries and usability testing with core personas to validate assumptions and refine workflows.
Rapid Prototyping & Iteration: Leveraged low to high-fidelity prototypes for quick feedback loops, ensuring continuous refinement based on real user interactions.
Agile UX Integration: Embedded design within scrum cycles, collaborating cross-functionally to deliver incremental, high-impact improvements.
Live Data Testing: Prioritized in-product telemetry analysis post-deployment to gather actionable insights and drive informed design decisions.
Multiple 1:1 sessions with product advisors and pilot customers
Main problem statement:
90% of sales leaders needed an objective, automated lead qualification process like MEDDPICC because, AEs often skipped manual call reviews and CRM updates due to time constraints and workflow friction, leading to incomplete insights and lost opportunities.
Data-Driven Design: A/B Testing, Usability Testing, Multivariate testing & Continuous User Feedback
Findings from a multivariate test
Through multivariate testing, we implemented Option 1 as it was the quickest to develop. The other two options were set aside for future evaluation based on additional feedback.
Refining the experience: Finalizing user flows, Information architecture & PRDs
User flows(left), PRDs (right)
Structured Development: Every feature had a dedicated Product Requirement Document (PRD), ensuring clarity and alignment.
User-Driven Enhancements: Continuous feedback from pilot customers led to updates focused on reducing clicks and improving navigation.
Simplified Call Recording Access:
Initially, users had to click Transcript → Drawer → Video, restricting access based on pricing plans.
As video replay became a core feature, the extra step was removed for seamless, intuitive access.
Built a scalable design system and Seamless Dev Collaboration
Component library with reusable UI elements, icons, and defined use cases
Screens designed in alignment with user flows
Enhanced Sales UX: Mixpanel insights to refine User Flows
Mixpanel: A tool for monitoring product usage by capturing user-triggered events
Feature Evaluation: Mixapanel helped assess the usefulness of specific features by analyzing engagement patterns.
UX Optimization example:
Insights guided decisions on feature accessibility and button placement for a more refined UX.
Pain Points feature was preferred over the more accessible Tools feature, despite requiring an extra interaction step.
Based on user behavior, the Pain Points feature was repositioned to improve accessibility.
Testimonials from users
Here's what the users said about the app
Besides owning the product design process
I would take dedicated time out to test the product end-to-end thoroughly, to identify gaps and improve on the designs
I have helped create 70% of the frameworks that are being used as input for the AI in the product
I would sit and help BE teams in creating the architecture and solving technical problems or debug an issue.
I have lead 20+ client demo and onboarding calls in addition to the feedback calls.
