Redesign AI sales tool to make it feel human

From confusion to conversion: redesign an informed and human-focused experience for a B2B SaaS tool to generate LinkedIn leads with AI.

What is Neety?

Increase trust and usability

Neety is a SaaS tool that helps sales teams automate LinkedIn prospecting using AI.

We discovered thought research that users felt lost: unclear flows, generic content, and no dashboard to understand what the tool was doing for them.

Client

Neety

Product

AI powered SaaS B2C

my role

Product designer (UX/UI)

Format

Web platform

Problem

Poor UX

The platform had been designed with AI in mind, but the user experience had not been considered.

The challenge was to improve the experience of a highly technical and unintuitive platform.

Low trust in automation

Users felt they were losing control, couldn’t verify results, and therefore didn’t trust the system.

Confusing flows and terminology

Users didn’t understand what was happening inside Neety (were messages being sent? how many replies? what were the campaign results?).

Lack of visibility of errors and pending actions

It wasn’t clear which messages had failed to send or were still in queue.

from research

Users didn’t understand what was happening, how to control it, or whether it was working at all.

Impact

Key outcomes

The result was a more intuitive experience, aligned with the commercial logic of its users.

70%

said they trusted the system more after seeing clear metrics on messages, replies, and meetings.

65%

found key information faster (average time <10s).

75%

valued the change in copy and terminology.

Solution

Hierarchy & Interactivity

Information hierarchy is crucial to understanding how to navigate. Microinteractions make a product more rewarding to use and, therefore, increase adoption rates.

Solution

Improved UX writing

In the interviews, no one understood the term “agents,” but they all spoke about “campaigns”.

This change aligned the campaign creation flow with the mental model of sales and marketing teams.

Solution

One step at a time

As there are quite a few steps to start using the platform, a guided process reassures users and prevents them from feeling lost in technical details.

Learning

Most users didn’t care that there was AI behind the tool — they cared about control, clarity, and whether their effort was leading to real conversations.

Solution

How to create a good prompt

Unlike most LLMs where the text input is just a blank field, we decided to guide users to create more effective prompts.

We also replaced AI jargon with everyday language to make the process more approachable.

Solution

System feedback

We added visibility into the operational status of each message, because the lack of feedback generated distrust.

Design system

Cognitive load and legacy

We added visibility into the operational status of each message, because the lack of feedback generated distrust.

Buttons

Selection cards

Campaign status

Alert

Foundations

Key learning

What have I learned?

Language matters more than it seems

It transformed the understanding of the whole tool.

Onboarding was a missed opportunity

It wasn’t prioritized due to tight deadlines, but it would have helped explain how Neety works.

Reduced blockers

We didn’t go into high-fidelity soon enough, and this showed in decision-making and team blockers.