The Ultimate Bot
A sales tool for Product and GTM strategy team to increase lead conversion rates and bring in more business
Company
Ultimate.ai, Berlin
Sr. Product Designer
8 months (2023)
Role
Timeline
Disclaimer: The designs, concepts, and product details shared here are intended solely to demonstrate my design process and contribution. All intellectual property remains with the respective companies. Confidential information has been omitted and certain details have been generalised where necessary.
In today's SaaS market, people want to try before they buy independently, without talking to sales. UltimateGPT was attracting plenty of interest, but without a self-serve trial option, leads were going cold before they ever got to experience the product.
GOAL
Design an intuitive self-serve setup that lets prospects test the bot on their own and stay engaged long enough to convert
EXISTING EXPERIENCE
After mapping the existing customer journey through stakeholder interviews, two clear problems emerged.
01.
Users could only test their bots through a dashboard environment or by going live — a risky approach that knocked their confidence.
02.
The setup process itself took so long that prospects lost interest before they ever reached the "wow" moment.
UNDERSTANDING THE REQUIREMENTS
Two things needed to happen. First, remove barriers to entry by streamlining bot setup so users don't abandon, and get the bot in front of prospects in just a few clicks. And second, drive conversions by letting prospects explore independently, turning inbound interest into pipeline opportunities.
To understand where we stood, we looked at Ada and Fin by Intercom, studying how they handled the demo and onboarding experience. Both gave prospects a way to test the bot on their own, without needing to talk to sales first. That was the bar the industry had set, and we weren't meeting it.
THE SOLUTION
A streamlined self-serve experience that lets prospects sign up, connect their CRM, and start testing in three steps.
Supporting features include..
01. AI-suggested testing
Working with the AI team, I designed a flow that lets users test the bot right after importing their first article, without waiting for the full import to complete. The bot surfaces suggested questions based on the imported content, making the first experience feel guided and immediate.
02. Website embedding
To replicate real-world conditions, we added website embedding for testing. This gave users immediate feedback through actual conversations, making it easier to spot and fix issues early.
03. Marketing funnel entry point
The self-serve trial was placed directly on the marketing website, reducing friction and creating a smooth path from browsing to hands-on experience.
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04. A guided first step into the product
A minimalist onboarding dashboard was designed specifically for self-serve users, giving them a guided overview of the product with restricted access. Enough to understand its value without getting lost in the full product
THE IMPACT
15 mins
Average time for a
prospect to complete
the setup
327+
Prospects who signed
up and tested the
bot independently
€480k
Pipeline revenue
generated directly from
the self-serve trial
MY 'Cupcake' MOMENT
LEARNINGS
Giving people the space to explore a product on their own terms makes a real difference to engagement.
Also, documenting technical constraints as you go isn't just good hygiene, it saves the next iteration a lot of pain.
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