Bringing value through chatbots

GUS Chat, a B2B chatbot platform, wasn't converting website visitors despite having a solid product. Their value proposition was buried in technical jargon, and the site structure didn't match how customers actually made buying decisions. In a crowded market, they needed to stand out—not by listing more features, but by speaking directly to what customers cared about: growing sales and improving support.

The project began with strategy workshops to clarify positioning, then restructured the entire information architecture around user goals instead of product features. The result: a conversion-focused site that turned complex technical capabilities into clear business outcomes.

MY ROLE

Strategic consulting on value proposition and market positioning. Competitive analysis, information architecture, design and creative direction.

Information Architecture
Rebuilt the site structure around user goals rather than product capabilities. Created horizontal navigation optimized for both users and SEO, with extensive cross-linking between related content.

Visual & Interaction Design
Created conversion-focused pages that build trust through clarity. Made pricing transparent—uncommon in B2B SaaS. Designed an interactive questionnaire to help visitors find solutions while capturing leads.

Instead of listing technical features, the final site organized content around business outcomes. Key additions included transparent pricing (rare in the space), outcome-based navigation, and an interactive tool to guide prospects through decision-making.

GUS Chat was acquired by Blip, a leading conversational AI platform, in 2023—validating the strategic repositioning and design work.

Building trust through clarity in a crowded market

COMPANY & YEAR
GUS Chat — 2021

TEAM
Isabella De Cuppis
Mónica Meika
Ana Lastra