Designers
Bohdan Lotots'kyi, Helena Melnyk, Slava Trofymov
Year
2026
Category
Product
Country
Ukraine
Design Studio / Department
Minimal Studio LLC
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The core UX challenge was transforming massive volumes of unstructured customer communication into signals that were genuinely useful rather than abstract or misleading. Insights had to be meaningful, trustworthy, and grounded in concrete evidence, while avoiding cognitive overload.
Another major challenge was the absence of existing mental models for this type of information. Aggregated conversational signals, sentiment patterns, and cross-account insights were unfamiliar to users, making it difficult to understand how they could be applied to real decisions and workflows.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
A key low point occurred during early testing, when users did not trust AI-generated signals without direct evidence. The system initially surfaced insights and risk indicators without exposing their underlying source material. Although the logic was correct, users hesitated to act and questioned the reliability of the output.
The aha!-moment came with the introduction of source-level verification. Displaying direct quotes and links to original emails, calls, or messages fundamentally changed user behavior. Trust increased immediately, and users began engaging with insights confidently. This moment reshaped the product and established a core design principle: every AI insight must be verifiable at the source level.
Where do you see yourself and the project in the next five years?
Over the next five years, the project is expected to evolve into a foundational layer for how B2B companies understand and manage customer relationships. As adoption grows, the platform will deepen its role across Product, Sales, and Customer Success, becoming a shared source of truth for customer intelligence and decision-making.
The collaboration behind the project is planned as a long-term partnership, building on previous successful launches together. The focus will remain on expanding the system’s analytical depth, refining trust and explainability in AI-driven insights, and supporting more complex organizational use cases while maintaining clarity, reliability, and user confidence.
