SKY Sales Chatbot

WhatsApp Customer Acquisition: Virtual sales assistant strategy
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My role: Conversational Designer / UX Writer / Chatbot Strategy
Project duration: 6 months (2020)
Tools: Miro, Google Analytics

Context

SKY faced friction in the interaction between customers and sales agents due to the complexity of its products and services, as well as limitations in its field sales infrastructure. This resulted in unnecessary steps throughout the customer journey, negatively impacting the sales process and reducing the company’s revenue potential.

As a result, the traditional sales process was slow, less autonomous, and not fully optimized, limiting revenue potential and making it harder to support decision-making with clear metrics.

Goals

For the business:
🎯 Make WhatsApp one of the main sales channels

For the end customer:
🎯 Reduce friction in the purchasing process
🎯 Improve the end-to-end experience

For the salesperson:
🎯 Remove barriers and ensure faster sales
🎯 Increase sales autonomy
🎯 Improve satisfaction in daily work life

My role and responsabilities

Conversational Designer

✅ Facilitation and advocacy of product and experience strategies
✅ Execution and consolidation of research studies and workshops
✅ Research and mapping of new opportunities, use cases, and consumer behaviors
✅ Cross-functional alignment with product, marketing, engineering, CX, and data teams
✅ A/B testing and session analysis
✅ Stakeholder relationship building and management
✅ Influencing and contributing to conversational product decisions
✅ Writing and designing flowcharts and feature specifications✅ Conversational QA and continuous refinement

Many people were part of the core team and development table throughout the project, including Gabriel Pinheiro (Designer), Edson Constantino (Designer), Thiago Risi (CX), Yuri Gonçalves (Product Owner), Caroline Lima (Product Owner), Marcela Sakovich (Designer), Jeferson Fiuza (Developer), Kevelyn Ferreira (Product Owner), Joice Lima (Designer), among many others.

Design process

🔍 Discovery
- Data, session, and ticket analysis
- Identification of improvement opportunities
- Market benchmarking

🧭 Definition
- Prioritized slicing and scoping
- Success criteria
- Roadmap
- Research analysis
- User workshops and activities

💡 Ideation
- How Might We
- Feature proposals
- Hypothesis generation
- Tone of voice and bot persona

🔍 Prototyping & Handoff
- Flowcharts in Miro
- Conversation simulations
- Stakeholder validation
- Dialogue componentization
- Conversation documentation

🔍 Testing
- Quantitative and qualitative testing (analytics and CSAT)
- A/B testing by period and implemented feature rollout
- Daily monitoring
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🚀 Launch & Iteraction
- Training sessions and workshops
- Implementations
- Continuous monitoring
- Post-launch improvements and iterations
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🚀 QA
- Voice & tone checklist
- Group review sessions
- Error handling
- Task failure scenarios
- No input / no match handling
- Accessibility guidelines
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Solutions and deliverables

All solutions were fact-based and validated through stakeholder alignment and post-implementation experiments. The project progressively gained scale and relevance within the company, creating opportunities for new features, directions, and outcomes.

Results and achievements

Numbers and specific charts have been omitted due to data privacy reasons.

In 2020

✅ Of customers who purchased WhatsApp Recharge in July 2020, 26% returned and purchased again in August
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✅ Of customers who purchased in January 2020, 42% returned and purchased again in February
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✅ Progressive increase in CES for WhatsApp Sales from 4.2 to 6.0 over 10 months (scale 1–7)
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✅ +33% increase in unique users over 10 months after new features were launched in the channel
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✅ A dedicated squad was created by the organization to manage WhatsApp Sales
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✅ Increased consistency, governance, and performance outcomes

SKY Sales Chatbot

Let's talk! 😁