DURATION
May – July 2025
Keywords
Storytelling, Concept Wireframe, Motion Design
Live Site
Winrate is an AI sales agent product in a crowded market. The challenge was to turn a complex three-agent offering into a landing page that could clarify the product, build credibility, and help the company stand out to customers and investors.
I was solely responsible for UX and motion design for the redesign, working closely with founder Steve Travaglini, creative director Joshua Vizzacco, branding lead Carolyn Vizzacco, and York IE as our development partner. The new site lifted sign-up to visit ratios in its first two weeks, while Similarweb showed organic search traffic rising from 2.85% to 16.54%.
The old site listed features, but did not explain how the agents fit together, why the product mattered, or why anyone should trust it over the flood of other AI tools in the space. I started with a discovery workshop to surface blockers, align the team on priorities, and clarify what the site needed to do from first impression through signup.
The old site is a single long page, it doesn't support the growing number of AI agents Winrate offers.
That led to the main shift in the redesign. Instead of presenting the agents as isolated tools, I reframed them around the moments they enter the sales workflow: finding leads, preparing meetings, and helping close deals. I also recommended moving beyond a single long landing page into a structure with dedicated pages for each agent. That made the product easier to understand, reinforced the one-platform, three-agent model, and gave each offering more room to rank and convert on its own.
I began with low-fidelity wireframes to clarify the new site architecture, outline the content structure, and make sure everyone was aligned before moving into design. This gave us a solid ground to start.
Once aligned, I evolved the wireframes into the final high-fidelity design.
Credibility was the second challenge. Through conversations with the team, I realized one of Winrate’s strongest trust signals was Steve himself. His background in sales gave the product immediate legitimacy, so I brought that voice forward instead of letting the site stay generic.
From wireframes to high-fidelity, this section evolved into an energetic “meet the people behind Winrate” experience centered around Steve’s authentic career timeline.
I also surfaced quieter signals of trust, like the SOC 2 badge, and designed the account flow as the final bridge between discovery and action, including a simpler return path for existing users.
To translate that trust into action, I also designed the account flow, the sequence from discovery to signup. It became the final bridge between belief and behavior, a flow that made trying Winrate feel effortless and credible.
I added an one- time code sign in. This gives returning customers a fast way back into their account without going through a full password recovery flow.
A lot of the work came down to making the value legible fast. One example was the Winrate Toggle, a simple interaction that shows the before-and-after impact of each agent. It turned abstract claims into something more immediate.
This toggle appears on every agent landing page. Visitors can flip it to see how Winrate transforms each pain point into a meaningful feature.
I carried that same logic through the rest of the site, and into the motion system as well, documenting timing, easing, and behavior so the experience could be implemented with precision.