Research & Analysis: We spoke with SDRs, AEs, and RevOps leaders across industries to understand friction in the modern sales stack.

Key Insights:

• “I waste hours bouncing between tabs and tools.”

• “AI is great—but it has to feel like a teammate, not another dashboard.”

• “I want smart suggestions, but I also want control and clarity.”

Information Architecture: We structured the platform to reflect the real-world sales flow—minimizing context switching and aligning features to how reps work daily. The architecture supports clarity and progression from planning to execution:

• Dashboard – A personalized overview of pipeline health, tasks, cadence progress, and AI insights

• Prospector – AI-driven lead sourcing, enrichment, and segmentation based on ICP criteria

• Planner – Visual timeline to organize daily activities, follow-ups, and campaign steps

• Accounts – A centralized hub to manage target companies, mapped to deals and decision-makers

• Contacts – Enriched lead profiles, engagement history, and communication touchpoints

• Cadence – Multi-step email, call, and social sequences designed to drive outreach at scale

• Dialer – Integrated calling with real-time scripts, logging, and auto-dial capabilities

Wireframing & Prototyping:

• Built low-fidelity wireframes to map flows from lead creation to deal closing

• Prototyped AI interaction patterns for suggestions, automatic sequencing, and predictive prioritization

• Validated workflows with users through clickable Figma prototypes focused on key flows:

  • Building a prospect list

  • Launching a multistep campaign

  • Managing and moving deals across pipeline stages

Usability Testing: We tested with SDRs, Account Executives, and Sales Managers across early-stage and enterprise teams.

Outcomes:

• 5× increase in daily productivity after rollout of the integrated workflow

• 40% more qualified opportunities sourced within the first 3 weeks

• 17% higher team efficiency, measured through faster outreach and deal progression

• Feedback helped refine features like inline editing, cadence flexibility, and task-based navigation

Visual Design & Style Guide: Artemis AI’s visual language reflects clarity, confidence, and performance—mirroring the needs of high-velocity sales teams.

Core elements include:

• Primary Colors:

  • Jet black and dark gray backgrounds create visual focus and reduce eye strain during extended usage

  • White used for typography and interface structure, ensuring clean contrast

  • Bright red used sparingly to indicate heat or urgency (e.g., "Hot" accounts)

• Status Indicators:

  • Muted Green for positive actions (decision makers, connected)

  • Muted Yellow for caution or pending activity

  • Muted Red for stalled deals or risk indicators

  • Muted Blue for system-generated or informational flags

• Typography:

  • Clean, modern sans-serif font with clear hierarchy

  • Font sizes optimized for readability in both dense tables and clean UI cards

• Component Style:

  • Rounded cards, subtle shadows, and consistent spacing

  • Pill-style tags and profile chips for identity clarity

  • Section dividers used to organize complex info without overwhelming the user

• Dark Mode First:

  • Designed with a dark mode default, supporting modern B2B preferences and minimizing visual fatigue

This design system ensures Artemis feels intelligent, high-performing, and immediately usable—whether you're managing a pipeline or building a cadence.