Designing the AI SDR Platform Experience
Translating a complex product system into a clear, narrative-driven experience
Time
Jan 2026
Role
Lead web designer
Contributions
Led platform experience design and product narrative
Structured complex product capabilities into clear, modular sections
Defined information architecture for system-level understanding
Designed scalable layouts for multi-layered content
Collaborated with PMM to align product messaging and positioning
Deliverable
End-to-end platform landing page design
High-fidelity responsive layouts
Modular content and layout system
Product storytelling framework for future pages
Overview
As part of the AMP 2026 initiative, I designed the platform experience to introduce Qualified’s AI SDR system.
The challenge was to translate a complex, multi-layered product into a clear and compelling experience that helps users understand how the system works—and why it matters.
Challenge
The Qualified platform consists of multiple capabilities—from understanding buyers to executing autonomous actions and learning from data.
Traditional product pages often present features in isolation, making it difficult for users to understand how the system works as a whole.
The challenge was to:
Simplify complex product architecture into a digestible experience
Shift from feature-based explanation to system-level understanding
Help users quickly grasp the role of Piper as an AI SDR agent
Design Approach
I approached this as a narrative design problem rather than a traditional product page.
Instead of organizing content around features, I structured the experience around how the system operates:
Introduce the core concept
→ Piper as the AI SDR “brain”Break down capabilities
→ Understanding buyers, executing actions, and learning from feedbackVisualize system intelligence
→ Connecting data, signals, and actionsReinforce value
→ Visibility, automation, and measurable impact
This approach guides users from initial confusion to a clearer understanding of the platform as an integrated system.
Information Architecture
To support this narrative, I designed a modular information architecture that organizes the platform into clear, digestible sections:
System overview — introducing Piper as the central intelligence layer
Capability modules — breaking down key functionalities into focused sections
Interaction examples — demonstrating how the system operates in context
Data & integration layer — highlighting connections across the ecosystem
This structure balances depth and clarity, allowing users to explore without being overwhelmed.
Visual Design
The visual design reinforces the idea of an intelligent system:
A dark, immersive environment to convey depth and sophistication
Layered UI elements to represent intelligence and interaction
Subtle gradients and motion to guide attention and hierarchy
The goal was to create a sense of complexity without sacrificing clarity.
🌟Outcome
The final experience transforms a complex platform into a structured, narrative-driven story—making it easier for users to understand the system at a glance.
It also establishes a scalable framework for future product storytelling across the site.