Case study 04 · Salespeak

Turning a website into a conversation

Role: Head of Product Design
Years: 2024–2026
Team: Me + 1 remote designer
Scope: AI sales agent, analytics product, brand and website

Viv, Salespeak’s AI sales agent, answering a prospect by voice and chat and sharing a product video

01 · The context

Websites that visitors don’t engage with

B2B websites are built around forms, buttons and menus, and most visitors leave without clicking anything. Salespeak’s idea was to replace that with an AI sales agent that talks with every visitor, answers their questions and guides them through the buying journey.

02 · The hard problem

Earning the first click

An AI agent is only useful if people talk to it. Click rates on websites are low, and visitors ignore anything that looks like another chat widget. The experience had to feel worth engaging with from the first moment, then keep a real sales conversation going.

03 · How I led it

Three decisions that shaped the outcome

01
AI-first, not chat-bolted-on
I designed Viv as the core of the experience, with a personality and a conversation that qualifies and guides, instead of a support widget in the corner.
02
A new brand and website
I led the rebrand and a new website, so the company looked like the AI product it was.
03
Expand into scanning and analytics
I designed a second product line that turns conversations and site scans into insight for sales teams.

A customer website whose hero is an AI request box instead of a form — Viv’s entry point, live on a customer’s website: the hero becomes a conversation.

Gist Security’s website with a panel of specialist AI agents — Live for Gist Security: a team of specialist AI agents, from sales to security to churn, that visitors can talk to.

Viv in full-screen view: a sales expert persona asks for the visitor’s business email, next to a panel of specialist AI agents for security, expansion and churn — Live on Totango’s website: Viv as a full-screen conversation, with a panel of specialist agents.

Totango’s homepage with Viv open as a side panel, showing a welcome message from the CEO and a list of specialist AI agents — The same agent as a side panel, next to the page the visitor is reading.

Totango’s homepage with a compact Viv widget in the bottom-right corner, listing the CEO, a sales expert and a security expert above a question box — Minimized to a compact widget in the corner: pick an expert or ask a question while browsing.

04 · Outcome

AI sales agent, shipped and live on customer websites: VivAI sales agent, shipped and live on customer websites
product lines: the sales agent plus scanning and analytics: 2product lines: the sales agent plus scanning and analytics
brand and website, launched: Newbrand and website, launched

Shipped, and still in growth mode.

05 · What I learned

Websites are fading as the main customer-facing surface. AI is taking over that role, and the companies that design for conversation first will win the next decade of B2B sales.