As a Product Designer at Sellfire, I worked on AI-powered SaaS platforms for sales workflows and communication systems. I collaborated with product and engineering teams to translate complex requirements into intuitive, scalable experiences using Figma and AI-assisted design workflows.
My work focused on integrating AI features into existing products without disrupting user behavior, improving efficiency and decision-making in high-frequency environments. I designed workflow systems and UI structures that balance clarity, speed, and usability, while contributing to product scalability and iteration in a fast-paced startup setting.
AI should enhance existing workflows — not replace them.
Sales users rely on speed and familiarity. Instead of introducing new patterns, I embedded AI directly into existing flows based on the users' habits to ensure seamless adoption without disrupting user behavior.
Designed an AI-powered coaching ecosystem integrated into existing sales workflows to help sales reps improve performance through contextual guidance, feedback, and actionable insights.
AI Coaching Moment
Embedded lightweight AI coaching prompts directly into the dial queue workflow, providing real-time suggestions based on recent call analysis. Notifications included performance tips, positive reinforcement, and recommended coaching content without interrupting existing user behavior.
Call Report
Designed a detailed post-call analysis experience for both reps and managers to review performance on individual conversations. The report included:
- Dial and call information
- Auto-generated transcripts and AI summaries
- Rep strengths, weaknesses, and KPI focus areas
- AI-generated coaching insights based on behavioral analysis
- Guided or freeform feedback modes for structured coaching conversations
Coaching Hub
Designed separate experiences for reps and managers to support ongoing coaching and team development.
Rep View
- AI-generated weekly impact plans
- Coaching feed and performance insights
- Coaching moments and practice center
Manager View
- Coaching calendar and team management tools
- AI-powered coaching radar with suggested next actions
- AI-assisted summaries, reflections, and performance planning for each rep
The overall system was designed to integrate AI naturally into high-frequency workflows while balancing clarity, usability, and scalability across multiple user types.
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