OrbitAI

Designing and Building an AI Platform for Enterprise Sales Plays

TL;DR

I led end-to-end design on OrbitAI, a GenAI platform that generates tailored collateral for enterprise sales & marketing teams — from initial discovery through a client-facing MVP in 3 months. I ran user interviews and usability testing directly with the sponsor client, partnered daily with 4 engineers to scope what was technically feasible, and used AI throughout my own process — from synthesizing research, understanding common workflows and accelerating the design process — to move faster without losing craft.

Overview

Many organizations implementing Sales Plays face challenges in accelerating their go-to-market strategies and scaling content production, while striving to deliver personalized and tailored materials.

OrbitAI is a groundbreaking GenAI platform designed to empower sales & marketing teams in enterprise organizations by increasing the speed & velocity of customized sales play creation.

Over a three-month engagement, the project moved from concept to MVP, delivering a scalable and intuitive solution that leverages AI to generate persona driven sales/marketing collateral, crafts personalized strategies, maps the right communication channel & frequency and optimizes sales outcomes.

Project type

B2B AI SaaS Product

Project Status

Beta Testing with Clients

Impact

Successfully launched an MVP which will enable 10x more sales plays than with traditional methods

Timeline

3 Months

Team

Expert Partner

Sponsor User

Lead Designer (Me)

4 Full Stack Engineers

1 PM

What is a Sales Play?

A Sales Play is a game plan that helps a sales team sell products or services in an organized way. A step-by-step strategy they follow to talk to the right customers, at the right time, using the best approach. By following this plan, they can sell more easily and successfully! 🎯

Project Goal

Develop a GenAI product that enables enterprise sales teams to:

  • Create accelerated, step-by-step sequencing of sales/marketing materials

  • Tailor strategies to specific customer personas with outputs such as: sales scripts, battle cards, LinkedIn messages, FAQs, PowerPoints, etc. 

  • Generate marketing collateral like blogs, white papers, websites, ads, etc.

  • Deliver measurable improvements in sales efficiency and success rates through targeted marketing activities based on account, geo, tier, etc.

Discovery & Research

Key Activities:

Stakeholder Alignment:

  • I conducted 2 workshops with internal stakeholders to pressure-test the business case and scope the problem before launching into design work.

  • Established target user profiles, focusing on enterprise sales teams.

User Research:

  • I conducted 3 discovery interviews with Sales & Marketing Experts to understand how sales plays are built today and where the manual process breaks down.

  • I also secured an internal dedicated target sponsor user (50% allocation), who I met with daily to validate scope, direction and design decisions. While meeting with the target user, I was able to build out the designs with user input and stay 1-2 sprints ahead of development.

  • Analyzed existing sales workflows to identify pain points and opportunities for automation.

Competitive Analysis:

  • Researched existing tools in the AI sales enablement space such as Jasper AI & Writesonic to understand workflows & to identify gaps and differentiation opportunities.

Problem Definition:

  • I synthesized these inputs the guiding problem statement: “How might we leverage GenAI to streamline the creation and execution of enterprise sales plays, while maximizing personalization and reducing manual effort?”

Ideation & Design

Key Activities:

Ideation Workshop

  • Collaborated with cross-functional team members to brainstorm features and workflows.

  • Prioritized features using a MoSCoW framework (Must Have, Should Have, Could Have, Won’t Have).

MVP Definition

  • Scoped the Minimum Viable Product (MVP) to include:

    • AI-powered sales play generator.

    • A dashboard for tracking and refining plays in real time.

Low-Fidelity Prototyping

  • Designed wireframes to illustrate key features, including:

    • Sales play generation based on customer data.

    • AI-driven recommendations for messaging and tactics.

    • Real-time performance tracking and optimization.

Development & Iteration

Key Activities:

Agile Development

  • Collaborated closely with engineering to build and test the core functionalities.

  • Conducted weekly sprint reviews to ensure alignment with design goals.

UI/UX Refinements

  • Designed high-fidelity interfaces, emphasizing usability and clarity for enterprise users.

  • Incorporated feedback from ongoing usability testing, A1 client and stakeholders

Final Validation

  • Ran pilot tests with two large enterprise sales teams to gather final feedback.

  • Measured initial success metrics, including time saved in sales play creation and user satisfaction scores.

Top of the Funnel

To help bring the concept to life and highlight the features/benefits, I created a marketing landing page that could be shared more broadly in order to attract new clients & customers.

Key Screens

Below are the key screens which includes a dashboard of all of the collateral types available for each step of the sales cycle, an overview of the collateral broken down per week / persona, then a modal which contains specific content for that phase and the ability to add prompts for the AI to regenerate if needed.

Once you’ve setup your target customer and entered in sales information, OrbitAI will generate all of the collateral for the duration of the Sales Play organized by the high level sales process.

Each step of the sales process has a variety of collateral for various channels (email, LinkedIn, etc.) broken down by persona and by the week with suggested cadence.

By clicking into one of the collateral types, users have the ability to preview the content, adjust the tone (more or less professional) and add prompts to modify the copy by leveraging the left hand panel.

The Working File

Every team member had access to the working Figma file which allowed for asynchronous feedback, quick comments and the ability for developers to see the UI for upcoming sprints. By leveraging local variables, we were able to create separate color values for a "light" and "dark" mode, which can then be applied to design elements within a single frame.

OrbitAI Demo: Seamless, AI-Driven User Experiences

Discover how OrbitAI transforms complex workflows into intuitive, AI-powered experiences. This demo walks through the seamless user journey, showcasing intelligent automation, personalized interactions, and frictionless navigation. See how design, data, and AI come together to enhance efficiency and deliver a smarter, more user-centric product. 🚀

SHOUTOUTS

“We did a demo with an enterprise CMO & leadership team. They are really excited about the innovative tool and the upside it would bring to their entire org!”

— Senior Partner

“This is ultra complex and you somehow simplified it so that it is crystal clear, as well as an intuitive flow AND you have done this while constantly dealing with random steers from the team... and not blindly implementing them, but challenging them directly; while improving upon the product. Thank you for your patience and amazing work!”

— Expert Sponsor User

Into orbit and beyond

OrbitAI demonstrates the potential of GenAI to transform enterprise sales workflows. Enabling teams to launch high quality sales collateral in less time.

By combining user-centered design with cutting-edge AI technology, we delivered a solution that not only meets current sales team needs, but also positions enterprise companies to stay ahead in a competitive market.

This three-month journey highlights the power of agile, collaborative design processes to drive meaningful innovation.