Winrate
Winrate
Winrate
May – July 2025
Winrate approached us to stand out in a crowded AI sales market. We partnered to transform its landing page into a modern experience that reflects the company’s latest AI capabilities and product vision. The goal was to position Winrate alongside top AI sales platforms, highlight clear differentiators, increase signups, and spark investor interest. To do this, we worked closely with founder Steve Travaglini to align on brand vision and messaging, elevate the visual identity, and introduce a new site architecture that supports both the current product and future growth. The result is a fully responsive experience built for clarity, credibility, and trust.
Winrate approached us to stand out in a crowded AI sales market. We partnered to transform its landing page into a modern experience that reflects the company’s latest AI capabilities and product vision. The goal was to position Winrate alongside top AI sales platforms, highlight clear differentiators, increase signups, and spark investor interest. To do this, we worked closely with founder Steve Travaglini to align on brand vision and messaging, elevate the visual identity, and introduce a new site architecture that supports both the current product and future growth. The result is a fully responsive experience built for clarity, credibility, and trust.
Winrate approached us to stand out in a crowded AI sales market. We partnered to transform its landing page into a modern experience that reflects the company’s latest AI capabilities and product vision. The goal was to position Winrate alongside top AI sales platforms, highlight clear differentiators, increase signups, and spark investor interest. To do this, we worked closely with founder Steve Travaglini to align on brand vision and messaging, elevate the visual identity, and introduce a new site architecture that supports both the current product and future growth. The result is a fully responsive experience built for clarity, credibility, and trust.
May – July 2025
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My impact
My impact
My work spanned UX, UI, and motion design. I began by leading a discovery workshop to align the team on goals and define the full user journey from signup to conversion. From there, I created mid-fidelity wireframes that set the site architecture and mapped every key flow. I then designed the high-fidelity experience, refined multiple sections through iteration, and crafted the motion details that bring the interface to life. This case study highlights four parts of that process:
My work spanned UX, UI, and motion design. I began by leading a discovery workshop to align the team on goals and define the full user journey from signup to conversion. From there, I created mid-fidelity wireframes that set the site architecture and mapped every key flow. I then designed the high-fidelity experience, refined multiple sections through iteration, and crafted the motion details that bring the interface to life. This case study highlights four parts of that process:
My work spanned UX, UI, and motion design. I began by leading a discovery workshop to align the team on goals and define the full user journey from signup to conversion. From there, I created mid-fidelity wireframes that set the site architecture and mapped every key flow. I then designed the high-fidelity experience, refined multiple sections through iteration, and crafted the motion details that bring the interface to life. This case study highlights four parts of that process:
01
Reframe the product story
Reframe the product story
Reframe the product story
02
Build credibility through storytelling
Build credibility through storytelling
Build credibility through storytelling
04
Set the branded energy in motion
Set the branded energy in motion
Set the branded energy in motion
Throughout the project, I collaborated closely with Winrate founder Steve Travaglini, creative director Joshua Vizzacco, and branding lead Carolyn Vizzacco. York IE served as our development partner.
Throughout the project, I collaborated closely with Winrate founder Steve Travaglini, creative director Joshua Vizzacco, and branding lead Carolyn Vizzacco. York IE served as our development partner.
Throughout the project, I collaborated closely with Winrate founder Steve Travaglini, creative director Joshua Vizzacco, and branding lead Carolyn Vizzacco. York IE served as our development partner.
Outcomes
Outcomes
All smiles. Client loved the new site. Sign-up to visit ratios climbed in the first two weeks, and SimilarWeb showed organic search traffic rising from 2.85 percent to 16.54 percent. The new experience also resonated with investors, strengthening Winrate’s momentum and helping the brand show up with more confidence in the market.
All smiles. Client loved the new site. Sign-up to visit ratios climbed in the first two weeks, and SimilarWeb showed organic search traffic rising from 2.85 percent to 16.54 percent. The new experience also resonated with investors, strengthening Winrate’s momentum and helping the brand show up with more confidence in the market.
All smiles. Client loved the new site. Sign-up to visit ratios climbed in the first two weeks, and SimilarWeb showed organic search traffic rising from 2.85 percent to 16.54 percent. The new experience also resonated with investors, strengthening Winrate’s momentum and helping the brand show up with more confidence in the market.
Reframe the product story
Reframe the product story
Reframe the product story
The clarity workshop
The clarity workshop
I led the workshop to bring the team together and get clarity. To cut through uncertainty, I surfaced blockers, asked grounding questions, and helped us align on priorities, success metrics, and what we needed from the redesign.
I led the workshop to bring the team together and get clarity. To cut through uncertainty, I surfaced blockers, asked grounding questions, and helped us align on priorities, success metrics, and what we needed from the redesign.
I led the workshop to bring the team together and get clarity. To cut through uncertainty, I surfaced blockers, asked grounding questions, and helped us align on priorities, success metrics, and what we needed from the redesign.
I came up with three groups of question to clarify product vision, content priorities, and site structure for the discovery workshop.
I came up with three groups of question to clarify product vision, content priorities, and site structure for the discovery workshop.
I came up with three groups of question to clarify product vision, content priorities, and site structure for the discovery workshop.
The session revealed the biggest gap: Winrate does have a strong product that stands apart from competitors, but the old landing page hid that strength. It felt like a long features list rather than a story, offered little credibility, and gave visitors no reason to trust the tool over dozens of other AI products in the space. That insight became our north star. The redesign needed to tell a confident product story.
The session revealed the biggest gap: Winrate does have a strong product that stands apart from competitors, but the old landing page hid that strength. It felt like a long features list rather than a story, offered little credibility, and gave visitors no reason to trust the tool over dozens of other AI products in the space. That insight became our north star. The redesign needed to tell a confident product story.
The session revealed the biggest gap: Winrate does have a strong product that stands apart from competitors, but the old landing page hid that strength. It felt like a long features list rather than a story, offered little credibility, and gave visitors no reason to trust the tool over dozens of other AI products in the space. That insight became our north star. The redesign needed to tell a confident product story.
Site architecture
Site
architecture
I shifted the site’s storytelling from what the AI agents are to when they step in. Rather than listing features, I reframed each agent around real use cases so they feel like helpful teammates who jump in to find leads, prep meetings, and close deals.
I also recommended moving from a single landing page to three dedicated agent pages, each linked directly from the homepage and navigation. This structure reinforces the one-platform-three-agents model and gives each agent its own space to rank independently. My hypothesis was that people searching for help at specific moments in the sales journey would find Winrate more easily, and that this separation would increase organic search traffic.
I shifted the site’s storytelling from what the AI agents are to when they step in. Rather than listing features, I reframed each agent around real use cases so they feel like helpful teammates who jump in to find leads, prep meetings, and close deals.
I also recommended moving from a single landing page to three dedicated agent pages, each linked directly from the homepage and navigation. This structure reinforces the one-platform-three-agents model and gives each agent its own space to rank independently. My hypothesis was that people searching for help at specific moments in the sales journey would find Winrate more easily, and that this separation would increase organic search traffic.
I shifted the site’s storytelling from what the AI agents are to when they step in. Rather than listing features, I reframed each agent around real use cases so they feel like helpful teammates who jump in to find leads, prep meetings, and close deals.
I also recommended moving from a single landing page to three dedicated agent pages, each linked directly from the homepage and navigation. This structure reinforces the one-platform-three-agents model and gives each agent its own space to rank independently. My hypothesis was that people searching for help at specific moments in the sales journey would find Winrate more easily, and that this separation would increase organic search traffic.
The old site is a single long page, it doesn't support the growing number of AI agents Winrate offers.
The old site is a single long page, it doesn't support the growing number of AI agents Winrate offers.
The old site is a single long page, it doesn't support the growing number of AI agents Winrate offers.
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, we evolved the wireframes into the final high-fidelity design.
Show the difference
Show the difference
To help visitors quickly grasp the difference Winrate makes, I introduced the Winrate Toggle: a simple interaction that reveals the before and after impact of each AI agent. It turns familiar sales pain points into clear, nameable improvements so people instantly understand the value.
To help visitors quickly grasp the difference Winrate makes, I introduced the Winrate Toggle: a simple interaction that reveals the before and after impact of each AI agent. It turns familiar sales pain points into clear, nameable improvements so people instantly understand the value.
To help visitors quickly grasp the difference Winrate makes, I introduced the Winrate Toggle: a simple interaction that reveals the before and after impact of each AI agent. It turns familiar sales pain points into clear, nameable improvements so people instantly understand the value.
This toggle appears on every agent landing page. Visitors can flip it to see how Winrate transforms each pain point into a meaningful feature.
Build credibility through storytelling
Build credibility through storytelling
Build credibility through storytelling
Raise the founder's voice
Raise the founder's voice
Credibility was our second challenge. Winrate already had it, but the site was not expressing it.
Through conversations with the team, I realized the strongest source of trust was Steve Travaglini himself. His career carries rare depth in sales, and his story gives immediate legitimacy to the product. Once I recognized this, I shaped a design approach that let visitors experience that authenticity directly.
Credibility was our second challenge. Winrate already had it, but the site was not expressing it.
Through conversations with the team, I realized the strongest source of trust was Steve Travaglini himself. His career carries rare depth in sales, and his story gives immediate legitimacy to the product. Once I recognized this, I shaped a design approach that let visitors experience that authenticity directly.
Credibility was our second challenge. Winrate already had it, but the site was not expressing it.
Through conversations with the team, I realized the strongest source of trust was Steve Travaglini himself. His career carries rare depth in sales, and his story gives immediate legitimacy to the product. Once I recognized this, I shaped a design approach that let visitors experience that authenticity directly.
From wireframes to high-fidelity, this section evolved into an energetic “meet the people behind Winrate” experience centered around Steve’s authentic career timeline.
Missing trust badge
Missing trust badge
Next, I identified an industry trust cue missing from the site: the SOC 2 badge. My competitor research showed that sales professionals look for it as a marker of professionalism and data security. After aligning with the team, I integrated this credential across high-visibility areas to quietly reinforce trust throughout the experience.
Next, I identified an industry trust cue missing from the site: the SOC 2 badge. My competitor research showed that sales professionals look for it as a marker of professionalism and data security. After aligning with the team, I integrated this credential across high-visibility areas to quietly reinforce trust throughout the experience.
Next, I identified an industry trust cue missing from the site: the SOC 2 badge. My competitor research showed that sales professionals look for it as a marker of professionalism and data security. After aligning with the team, I integrated this credential across high-visibility areas to quietly reinforce trust throughout the experience.
Discovery to sign up
Discovery to
sign up
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.
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.
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.
The account flows I designed
To strengthen the account flow, I proposed adding a one time code sign in. This gives returning users who previously signed up with email or phone a simple way back into their account without going through a full password recovery flow.
Set the branded energy in motion
Set the branded energy in motion
Set the branded energy in motion
Define how it moves
Define
how it moves
I prototyped every motion detail for Winrate, from page transitions to micro-interactions, that brought the product’s energy to life. I created a motion sheet documenting timing, easing, and behavior across all animations, giving developers a clear blueprint for implementation.
I prototyped every motion detail for Winrate, from page transitions to micro-interactions, that brought the product’s energy to life. I created a motion sheet documenting timing, easing, and behavior across all animations, giving developers a clear blueprint for implementation.
I prototyped every motion detail for Winrate, from page transitions to micro-interactions, that brought the product’s energy to life. I created a motion sheet documenting timing, easing, and behavior across all animations, giving developers a clear blueprint for implementation.
Reflection
Reflection
What a wild and strange time we live in. Since 2024, more than half of the clients we work with have come to us for help with AI products. I still remember the moment in early 2023 when I first tried ChatGPT. I felt goosebumps and thought to myself that this was going to change everything.
Since then, I have had the chance to work with one client after another to tell the story of their AI product through design. It has been a surreal and fast moving period. AI has not replaced my job. Instead, it has given me new ways to contribute. I am still here every day, using design to bring clarity, empathy, and craftsmanship to every product experience I touch.
What a wild and strange time we live in. Since 2024, more than half of the clients we work with have come to us for help with AI products. I still remember the moment in early 2023 when I first tried ChatGPT. I felt goosebumps and thought to myself that this was going to change everything.
Since then, I have had the chance to work with one client after another to tell the story of their AI product through design. It has been a surreal and fast moving period. AI has not replaced my job. Instead, it has given me new ways to contribute. I am still here every day, using design to bring clarity, empathy, and craftsmanship to every product experience I touch.
What a wild and strange time we live in. Since 2024, more than half of the clients we work with have come to us for help with AI products. I still remember the moment in early 2023 when I first tried ChatGPT. I felt goosebumps and thought to myself that this was going to change everything.
Since then, I have had the chance to work with one client after another to tell the story of their AI product through design. It has been a surreal and fast moving period. AI has not replaced my job. Instead, it has given me new ways to contribute. I am still here every day, using design to bring clarity, empathy, and craftsmanship to every product experience I touch.