About Pepsales
Pepsales AI is an AI-driven sales automation platform built for B2B sales teams. Its mission is to transform how sales leaders and account executives work by streamlining deal intelligence, speeding up sales cycles, and improving win rates through real-time conversational insights, Deal Pipeline and smart coaching.
In short, Pepsales helps companies bridge the gap between sales data and sales performance
Teammates
1 Senoir Product Designer
1 Product Design Intern ( Myself )
Engineers
My Role
I took responsible for designing the UI for multiple Coaching Insight widgets, creating wireframes, interactive prototypes, and iterating designs based on feedback from senior designers and product stakeholders.
Understanding the Problem Space
In B2B sales team, managers often rely on spreadsheets or post-call reports to identify sales rep who’s performing well and who needs coaching.The data was scattered across multiple screens, difficult to interpret, and not tied to clear coaching actions. As a result, managers couldn’t quickly identify which reps needed support.
Common Pain Point:
Hours spent reviewing call recordings without clear coaching takeaways.
No easy way to spot Sales framework gaps (e.g., missing Economic Buyer or Decision Criteria).
Limited visibility into how sales reps handle objections during Sales Calls.
The Goal was Simple
The goal was to create a dashboard that transforms scattered call data into clear, actionable insights that managers can use to coach reps effectively.
We aimed to:
Give managers a unified view of rep performance and highlight exactly where each rep is struggling during sales calls
Helps managers compare rep performance and identify gaps instantly
Ensure that insights are directly tied to measurable call data, creating trust and usability
To turn those insights into targeted coaching opportunities.
Outcomes & Impact
Reduced manual review time by ~40%, helping managers identify coaching opportunities faster. Improved visibility into rep performance and conversation quality across the team. Boosted coaching efficiency by surfacing actionable insights automatically.
Insights from Research
Before starting the design, I wanted to understand how other B2B sales platforms approached coaching what they measured, how they visualized performance, and where the experience fell short.
Every platform treats “Coaching” differently, depending on what data they collect during sales calls.
Gong focuses on conversation behavior tracking talk ratios, objection handling, and call sentiment.
Salesloft builds its coaching around activity tracking and manager-to-rep feedback.
Outreach connects coaching with pipeline and forecasting data to measure deal outcomes.
Proshort emphasizes AI-driven summaries and objection insights, helping managers understand why deals move.
Our Approach for Sales Coaching
Instead of building generic widgets, we aligned each coaching component directly with Pepsales call intelligence data, ensuring the design reflects what’s actually measurable inside our platform.
The Coaching Insights experience is composed of three key widgets, each designed to uncover a specific coaching opportunity.
Solution 1 - Talk Time Insights
Purpose
To help sales managers track conversational balance across their team and identify who might be dominating calls or not engaging prospects enough.
How it Works
Bar Graph
Shows team-wide average and individual talk percentages, compared against the recommended talk range.
Overall Team Average
Shows the combined average talk-to-listen ratio across all team members based on their recent meetings.
Individual View
Clicking on a rep reveals their recent meetings, duration, and talk ratio per call, allowing managers to pinpoint patterns.
Design Rational
Instant comparison: Horizontal bars show deviation at a glance
Color feedback: Green, yellow, and red signals make it easy to see “in range” vs. “off range”
Progressive disclosure: Managers start from an overview, then dive deeper only if needed
Solution 2 - Qualification Coaching
Purpose
To help managers identify deal qualification gaps using the MEDDPICC framework, revealing where reps may be missing key sales fundamentals or skipping process steps.
“MEDDPICC is a sales qualification framework used by top-performing B2B sales teams to evaluate deal qualification.”
How it Works
Rep-Level View
Displays each rep’s qualification score as a percentage, showing what portion of their opportunities are missing critical MEDDPICC components.
Filters By Qualification Areas
Managers can switch between MEDDPICC components to assess specific gaps within the team’s deals.
Drill Down View
Clicking on any category (like Pricing & Plans) expands a detailed list of objections with the rep who handled it, the associated opportunity, and access to the transcript snippet for context. This gives managers visibility into how reps respond to objections and where improvement is needed
Design Rational
Quick Comparison: Percentages help managers instantly compare qualification gaps across reps.
Consistent Framework: Aligned with the MEDDPICC methodology for structured deal evaluation.
Visual Clarity: Color-coded indicators (red, yellow, green) highlight where reps need attention.
Solution 3 - Objection Cluster
Purpose
To help sales managers identify recurring objections across sales calls whether about pricing, product capabilities, or workflow and equip their team with better responses.
“Objection clustering helps spot friction points in the sales process, enabling managers to tailor coaching sessions based on real customer feedback trends.”
How it Works
Category View
Displays objection categories along with the no of times each was raised by prospects. This helps managers instantly understand which topics cause the most friction.
Drill Down View
Clicking on a rep expands their deals, revealing individual opportunities, days active, stage, and deal value helping managers connect qualification quality to deal outcomes
Design Rational
Pattern recognition: Groups similar objections into themes for faster insight.
Quick scan layout: Hierarchical list design helps managers move from macro (themes) to micro (individual objections).
Coaching efficiency: Managers can use real transcript examples to guide reps on more effective responses.
