AllCaps is trying to blend human expertise with AI, creating a new breed of sales agents that could seamlessly integrate into existing teams or operate as standalone executives for emerging businesses. At the heart of this innovation was Calm™, AllCaps' proprietary AI system designed to supercharge lead generation and drive deal closures.
I led this project as the Product Designer, journey from initial exploration to final implementation, which included understanding the brief, conducting the research, ideating, designing and prototyping. Throughout I maintained close collaboration with the product manager and other stakeholders.
B2B
AI
Sales Management
My Role
Product Designer — 0 to 1 Design, Interaction Design, Visual Design, User Flows, Rapid Prototyping
Year
Feb - Jul 2024
Scope of Work
Product Design
Design System
Tools used
Figma
Sales at a glance
Clients can measure success of their sales team with interactive and easy-to-use dashboard. These dashboards offer a clear picture of leads, conversion rates, and revenue, fostering trust and accountability.
Lead prioritization with AI as copilot
We designed Calm™ AI to act as a collaborative teammate for sales reps. It engages daily, tracks performance, and delivers actionable insights to boost efficiency with every interaction.
Scalable design, built to last
Created a foundational design system with core components, typography, color scale and reusable components to ensure consistency and efficiency across the platform.
Challenge
Sales leaders, like VPs of Sales, often struggle to trust their sales pipeline data because sales reps, motivated by misaligned goals, tend to inflate or inaccurately report deals in CRM systems. This poor data quality forces leaders to spend up to 80% of their time manually checking data, fixing errors, and adjusting forecasts. There is no tool to ensure data accuracy or to align representative behavior with leadership goals. With these, organizations face inefficiencies, wasted time, and unreliable decision-making.
The goal is to empower Sales Leaders to drive revenue growth and improve sales performance by minimizing time spent on administrative pipeline management tasks and enabling them to focus on strategic client interactions and effective sales coaching.
We focused on ensuring the reliability and trustworthiness of deal data, and NOT assessing the quality or probability of closing individual deals.
Solution
Despite recognizing the critical need to empower Sales Leaders and improve data reliability in the sales pipeline, we faced significant roadblocks. Sales representatives were often resistant to adopting new data entry processes or providing candid updates due to fear of negative performance evaluations.
The reliance on subjective assessments and manual data entry introduced inherent biases and inconsistencies, further hindering the establishment of a trusted data foundation. Integrating the Data Reliability Score into existing CRM workflows required overcoming technical limitations and ensuring seamless data flow without disrupting ongoing sales activities. Overcoming these obstacles became our central design challenge.
1
Sales Executive Dashboard: We designed the Sales Executive Dashboard to provide a centralized, real-time view of pipeline health and data reliability. The dashboard presents a clear Data Reliability Score alongside key performance indicators (KPIs) such as Pipeline Coverage Ratio, Average Deal Size, and Win Rate. Sales leaders can drill down into specific deals, sales reps, or product lines to identify data inconsistencies, potential risks, and areas for improvement. By automating data validation and providing actionable insights, the dashboard empowers sales leaders to make informed decisions, improve forecast accuracy, and focus on strategic coaching and client engagement, thereby driving revenue growth.
2
Calm AI: We developed AI Chat wizard, a conversational interface guides sales sales leaders with instant access to critical information, insights, and actions related to their sales pipeline. This feature allows users to ask questions, receive data-driven answers with the reliability of the underlying data, and collaborate with their team members, all within a single, intuitive platform.
3
AI driven 1-on-1: To address the challenge of misaligned incentives and subjective deal assessments by sales representatives, we implemented AI-driven 1-on-1 meetings. Calm™ AI acts as an interviewer to ask the sales rep the important question that the VP of Sales wants to get clarified. By leveraging natural language processing (NLP) and machine learning (ML), the AI agent can identify potential data inconsistencies, challenge optimistic assumptions, and encourage sales representatives to provide objective and realistic assessments of their deals.
The insights gleaned from these interactions are then used to update the Data Reliability Score, provide personalized feedback to sales representatives, and inform coaching strategies for sales leaders. The aim is to foster a culture of transparency, accountability, and data accuracy within the sales team, leading to more reliable forecasts and improved sales performance.
4
Designing with Precision: To ensure scalability and maintain a premium user experience, we established a robust design system leveraging design tokens for easy handoff. Core components and AI chat response organisms were meticulously crafted, and through continuous collaboration with stakeholders, we delivered a cohesive and visually compelling design.
Retrospective
This project presented a unique opportunity to shape the future of AI-driven sales. The experience reinforced the importance of continuous collaboration, iterative design, and a relentless focus on delivering tangible value to our users.
Through the AllCaps project, I honed my skills in user research, interaction design, and design system development. I learned the importance of adapting design solutions to the unique needs of different user roles and the power of collaboration in creating a successful product. This experience has solidified my commitment to creating user-centered solutions that drive business value and improve the lives of our users.
Whiteboards, sticky notes, research papers, mindmaps—you name it. Our canvas was filled with ideas. It was a surreal experience to be in a space where innovation visually unfolded.
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