SPOTIO · B2B Field-Sales SaaS

Designing the AI experience for field sales

Director of Product Design · 2025–2026

Recruited to build the design function and lead AI experience strategy for a platform used by thousands of field-sales teams, so reps spend less time on admin and more time closing.

AI Co-pilotShipped to GA

Design fnBuilt 0→1

1000sTeams served

LegacyFull redesign

The Context

A platform on legacy rails, with AI on the horizon

SPOTIO serves field-sales teams in medical devices, distribution, and construction: reps who live on the road, not at a desk. Design operated as a production function on a legacy platform with years of accumulated usability debt, no research practice, and AI features planned without an experience framework.

My mandate was to build design as a strategic function and define how AI would show up in the product: the difference between noise and a co-pilot reps actually trust.

What I Did

From production shop to strategic AI experience

Defined a six-part AI experience strategy: how next-best-actions, coaching insights, and message suggestions surface at the right moments in the sales workflow
Shaped DASH, an AI co-pilot built on human-in-the-loop, decision-support patterns, now generally available
Re-architected the platform's mental-model layer and information architecture on top of legacy infrastructure
Redesigned the chat and engagement experience to strip administrative friction and return reps to human-first selling
Established the design system, a design-to-development workflow, and a product taxonomy
Drove an organization-wide AI upskilling program across product, engineering, and customer success

Selected Work

Concepts and explorations

01 / 04

Onboarding and communication

AI as a co-pilot, not a crutch. I designed onboarding and customer communication so AI guided reps through the process and strengthened the natural flow of their work, rather than taking over or adding one more thing to manage.

AI co-pilotOnboardingCustomer comms

02 / 04

Just-in-time actions on the calendar

I introduced calendar suggestions that surface in the gaps. When a rep had a spare minute, the calendar offered a quick, relevant action to take right then, turning dead time into progress without pulling them out of their day.

Just-in-timeCalendar UXContextual actions

03 / 04

Testing with our customers

Before committing engineering time to new features, I ran a hands-on testing process with small batches of real end users: change the product, test again, loop after loop, until we reached the right solution. We earned confidence before we spent the build.

Usability testingRapid iterationValidation

04 / 04

Next best action, enhanced by AI

Back-office managers have to keep themselves and their teams taking the right action at the right moment, and too many signals leads to decision paralysis. I built a system that weighs the relevant factors and surfaces clear suggestions, so the information needed to make a fast, confident call is right at their fingertips.

Next best actionDecision supportAI ranking

Walkthroughs

See the work in motion

Short walkthroughs of the AI experience: the framework, the DASH co-pilot, and the legacy redesign in the product.

Latest walkthrough

The newest cut: a full overview of the SPOTIO AI experience, from the framework to what shipped.

AI experience strategy

The six-part framework and DASH, the human-in-the-loop co-pilot.

Rebuilding the legacy mental model

Redesigning the core so reps sell more and fight software less.

Impact

Intelligence in the flow of the work

An AI co-pilot in production that surfaces the next best action without getting in the way
A reusable design system and workflow that scaled quality and compressed delivery cycles
A research and design practice that gave the product a strategic seat at the table

AI Experience StrategyDesign SystemsInformation ArchitectureB2B SaaSResearch 0→1Design Leadership