The goal of this initiative was to bring conversational intelligence into the Mixmax platform in a way that complements existing email and CRM data. The focus was on enhancing the sales engagement experience by helping sales professionals manage every stage of a meeting—before, during, and after—with more clarity, efficiency, and follow-through. This effort aimed to move the product forward in a meaningful way while staying true to our mission of supporting reps with tools that reduce friction and drive impact.
As the Principal Product Designer, Developed the product vision and helped to defined the role of conversational intelligence within the existing Mixmax platform.
Conducted user research to uncover pain points and prioritize sales team needs.
Shaped the solution around the user journey across tools like Salesforce, Mixmax, and video conferencing platforms.
Led the end-to-end design process, from ideation and wireframing to high-fidelity UI and final handoff.
Positioned the product by analyzing competitors (e.g., Gong, Chorus) and identifying whitespace opportunities.
Mixmax is an innovative sales engagement platform that empowers teams to streamline workflows, enhance productivity, and build stronger customer relationships. I'm thrilled to support their mission with ongoing design solutions that drive user satisfaction and business success.
https://mixmax.com/
The market for sales engagement platforms offering conversation intelligence is highly competitive, with established leaders focusing on
comprehensive analytics and coaching, and emerging players targeting specific needs with cost-effective, lightweight solutions.
The focus on AI-driven automation and integration within existing tech stacks further intensifies the competition.
In this environment, companies differentiate by offering unique combinations of features, targeting specific customer segments, and maintaining
competitive pricing models.
The conversational AI market was valued at approximately $9.9 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR)
ranging from 21.3% to 24.9%, depending on the source, reaching between $39.55 billion and $54.1 billion by 2031. AI-powered chatbots and
virtual assistants, particularly in sectors like customer service, sales, and marketing. The customer service segment alone is expected
to account for over 27% of the market share in 2024.
Overall there is acceptance and a positive reception of CI tools amungst sales teams.
Approximately 75-85% of users express satisfaction with CI tools, highlighting benefits such as improved efficiency, accurate transcription, and seamless follow-up capabilities.
Around 10-15% of users have mixed or neutral feedback, often acknowledging the value of the tools but noting areas for improvement (e.g., minor transcription errors or integration issues).
Roughly 5-10% of users report negative experiences, often related to challenges with user interface complexity, occasional inaccuracies in transcriptions, or high pricing for certain platforms.
*Customer sentiment percentages and scores are based on aggregated data from user reviews on platforms such as G2, Trustpilot, and Capterra.
There’s nothing new under the sun. I kicked off my design vision work by diving into competitive research. One of the outputs from that effort is this analysis table, which highlights key features offered by other companies in the Conversational Intelligence space. The most important takeaway isn’t just who’s doing what, but which features are becoming standard—and where there’s still room to differentiate.
To get a clearer picture of user expectations around feature depth, I took a closer look at what customers are actually paying for. This chart breaks down the estimated market share of sales engagement companies that focus on small to mid-sized businesses and offer conversational intelligence features. It’s sorted top to bottom to show who’s leading and where we might find opportunity.
Based on the research, it became clear that adding conversational intelligence features to a sales engagement platform can meaningfully improve productivity and effectiveness for our core users—SDRs, CSMs, and AEs. With strong validation to move forward, I compiled a list of CI features aligned with each persona, along with customer sentiment scores pulled from real user feedback on platforms like G2, Trustpilot, and Capterra.
Next, I focused on understanding Mixmax customer needs by analyzing the actions, motivations, and thought processes of our user personas throughout the sales meeting journey. From preparation to follow-up, I mapped out common frustrations, tools used, and desired outcomes. This helped uncover clear opportunities to improve the experience and design solutions that truly support users at every stage.
The data shows a strong user preference for CI tools that reduce repetitive work, surface meaningful insights, and improve follow-ups with clients. By giving users the ability to automatically capture and summarize meetings, generate follow-up emails, and sync notes to their CRM, I believe we can significantly boost productivity and improve the overall user experience.
The approach is to establish a clear and differentiated position in the competitive conversational intelligence space by focusing on simplicity, deep integration for sales engagement, and insights that lead to real action. Introducing features like a meeting note taker and automatic CRM syncing is a strategic step that aligns with the product vision and directly supports the day-to-day workflows of SDRs, CSMs, and AEs. But those features alone won't set us apart. Mixmax’s strong foundation in email and CRM data is what gives us a real edge, and that's the foundation I plan to build on. Here's how:
By pulling from past email threads, engagement signals, and CRM activity, Mixmax can deliver conversation context thats more relevant, focused, and actionable which will help sales teams stay aligned on what matters most.
Mixmax can suggest next steps, draft emails, and create tasks using insights pulled from meeting conversations and account history. These suggestions can be based on predefined logic or tailored automation rules.
Reps can kick off sequences, schedule reminders, or assign tasks automatically based on outcomes or keywords detected in meeting transcripts. This will also assist in streamlining post-meeting workflows and reducing follow-up gaps.
Before diving into pixel-perfect designs, site maps and wireframes help map out structure and functionality early on. With a clear content outline and low fidelity wires I explored different layouts and connected the new experience contextually with the existing functionality, ensuring key pages align with existing user workflows. From there, initial designs took shape, outlining content hierarchy and interactions before refining visuals.
The result is a comprehensive feature set that brings the full meeting experience—preparation, live interactions, follow-ups, and CRM updates—into the core of the sales engagement platform. What began as a complex web of tasks, tools, and decisions has been thoughtfully distilled into a focused and approachable design. Every detail was considered to reduce friction, improve clarity, and enhance the pace of work. The final solution gives sales teams a streamlined experience that lightens their workload, surfaces the right insights at the right time, and adds a layer of delight to their daily routines. The final design, shown below, reflects this vision in action.
The Meeting Preparation panel is a dedicated space within the Mixmax platform that helps sales reps get organized before a customer call. This experience is designed to reduce context switching, save time, and make sure reps show up to meetings fully prepared with clear goals and relevant insights.
Meeting Details and RSVP Status gives users a clear view of their upcoming meetings. It displays key event information and allows users to manage or update meeting details in one place. The guest list is included, making it easy to take quick actions like tagging decision makers, adding notes, or creating CRM contacts for future follow-up. Paired with account details, this view provides a focused, context-rich hub that helps sales teams stay prepared and organized heading into their calls.
In the fast-paced world of sales, small moments of clarity can make a big impact. The meeting preparation checklist is designed to bring together the most important and relevant tasks into one clear, actionable view. Each item is shaped by the account’s status and past conversations, giving users confidence that they’re fully prepared. By working through the checklist, reps can stay focused and walk into every meeting with a clear plan and purpose.
The builder is designed to help users craft, edit, and share structured agendas as part of their meeting prep. It allows sales teams to build agendas using data from their sales engagement history, CRM records, past meeting notes, or start from a template that matches the meeting type. This will help solve lack of alignment, missed talking points, and loss of momentum with prospects. More importantly, it ensures agendas are professional, relevant, easy to access, and useful for both internal teams and external stakeholders.
To help users stay focused and fully engaged in the conversation, I designed the meeting assistant to support sales professionals in real time. It captures the conversation and surfaces relevant context throughout the call. Users can rely on it to transcribe discussions, provide background on attendees, and log key takeaways and notes as the meeting unfolds, giving them the confidence and peace of mind that nothing important will be missed.
During sales calls, users can capture screenshots and tag key moments directly within the live transcript panel. These tags are automatically analyzed and organized to support the end-of-call summary, post-meeting follow-ups, and CRM syncing. This helps AEs and CSMs stay focused on the conversation without worrying about taking notes in real time. It solves the problem of missed details, scattered follow-ups, and manual data entry—making it easier to recap next steps, align with team members, and keep the CRM accurate with minimal effort.
Users can access LinkedIn info, roles, and past engagement directly from the attendee participant tiles. They can add notes, tag decision makers, and open an attendee panel for added context. For sales professionals, this helps quickly identify who is in the room, understand each person's role, and tailor the conversation to key stakeholder.
For reps who prefer taking notes manually, I designed a built-in notepad that keeps everything in one place without needing to switch tools or copy notes after the meeting. An AI generated recap is available on demand to help avoid missed action items and unclear follow-ups, making it easier to stay aligned and keep deals moving
Following a sales meeting, reps often juggle tasks like updating the CRM, sending recaps, and sharing follow-up materials. To lighten that load, I designed a post-meeting panel in the account view that uses AI and conversation intelligence to handle the busywork. It helps reps stay focused by automating recaps, surfacing key moments, and making follow-ups easy to send.
Right after the meeting ends, users receive an automated summary email with key discussion points, action items, and a direct link to their post-meeting workspace. From there, they can generate a follow-up email to attendees with one click. This saves AEs and CSMs time by removing the manual work of writing recaps and organizing next steps. It helps ensure clear communication and faster follow-through.
The action items list helps users stay on top of follow-ups by capturing key tasks from the meeting transcript. Any action not auto-converted into a task appears in the post meeting panel, where users can review, edit, and create tasks as needed. This gives users full visibility into what needs to be done and puts the rep in control of which items to prioritize, solving the problem of forgotten next steps.
The insights tab highlights key takeaways, gaps, and potential sales opportunities based on transcript analysis. It also provides a meeting grade that reflects overall sentiment and alignment between buyer needs and product fit. For AEs and CSMs, this helps clarify what landed, what didn’t, and where to focus next. It solves the challenge of remembering every detail, making it easier to plan follow-ups, improve messaging, and adjust the sales approach based on what actually happened in the meeting.
After the meeting, users can access the full transcript from the transcript tab. If a video was recorded, it will be available and synced with the transcript. The transcript is searchable, making it easy to find specific moments. The attendee card lets users filter by speaker and shows how much each person participated in the conversation. This helps sales teams quickly review what was discussed, see who contributed, and pull key details or quotes without having to rewatch the entire meeting.
I'm here to help! If you'd like more details about this initiative or need a design resource for your next one, feel free to email me or click here to schedule a meeting.
Via email: ryan@woodworksdigital.com
Via Linkedin: Ryan Wood
