We redesigned the xiQ Sales App from an overwhelming data encyclopedia into a fast, intuitive intelligence companion built for how salespeople actually work.
xiQ already had the hard part solved: news, signals, DISC personality insights, social data, and company intelligence were all in place. The problem was that the experience felt like an unstructured research portal instead of a tool built for the reality of sales: limited time, high stakes, and constant context-switching. Rather than simply “cleaning up” the UI, we rebuilt the mental model. We focused on organic exploration—helping users move fluidly from a person to their company, to the broader account, to relevant signals and content, without losing their place. DISC personality cues and color theory were layered in so that emotional and behavioral insights felt native, not bolted on. We also had to design for a future that was already arriving: AI-generated content. In 2021, output length and quality were inconsistent, which meant every screen had to hold up whether a field was dense, sparse, or empty. Partnering closely with the dev team, we designed an adaptive component system that kept pages cohesive regardless of what the AI returned.
Before the redesign, xiQ’s Sales App felt like a powerful engine wrapped in a research interface. The data was there, but the experience put all the burden on the salesperson to dig, filter, and interpret. Profiles, companies, signals, and news were present—but not organized around the moments that matter: preparing for a meeting, evaluating a new prospect, understanding an account, or deciding what to say next.
On top of that, AI-generated summaries and insights were still in their early days. Sometimes the system had rich content; sometimes it had very little. That unpredictability made traditional layout assumptions dangerous. We couldn’t guarantee any specific field, length, or level of detail. We had to design a UI that adapted gracefully to missing or uneven data while still feeling intentional, polished, and trustworthy to high-stakes users.
We dug into how salespeople actually used xiQ, mapped the intelligence layer, and clarified the jobs the Sales App needed to fulfill.
Product & UX Audit Sales Team Interviews Use-Case & Workflow Mapping Intelligence Architecture Experience Principles
We defined a new exploration model that lets users move fluidly across people, companies, and signals, always knowing where they are and what matters most.
Experience Narrative Navigation & Exploration Framework Profile & Company Flow Redesign DISC & Color Integration Model
We designed high-fidelity flows, layered in hover-preview intelligence, and validated that salespeople could get what they needed in seconds
High-Fidelity Prototypes
Hover-Preview Patterns
User Testing with Sales Teams
Component Library for Variable Content
Behavioural Refinements
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The redesigned Sales App is built around velocity and confidence. Hover-based previews give salespeople a quick read on signals, news, and profiles without forcing them into new pages. DISC-driven cues and carefully tuned colour use help users intuitively grasp relationship dynamics and fit. The exploration model lets them move naturally from a person to their company, to the broader account context, and back again without feeling lost. Underneath, an adaptive component system keeps every profile and company page coherent—even when AI-generated content is short, long, or entirely missing. The result is a tool that feels calm, sharp, and usable in the middle of a chaotic sales day.
The new experience helped reposition xiQ from a dense research portal to a trusted, everyday intelligence companion for revenue teams.
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