OVERVIEW

Amalgam began with a simple question: Why do most sales tools feel like they’re built for managers, not the people actually making calls? I set out to design a tool that would actually help sales reps have better conversations, not just fill out dashboards.

BACKGROUND

Most sales platforms focus on tracking numbers, logging calls, and helping management see reports. The problem is, reps get stuck with rigid scripts or too much information at once. They need help in the moment, not just after the fact.

PROCESS

• Designed a script-based, dynamic sales platform focused on real conversations

• Built the flow so that reps could get talking points that adjust in real time, responding to tone, objections, and curveballs

• Used Lovable.dev to create flexible UI components and a smooth, low-clutter experience

• Developed features for three groups:

  • Reps: Adaptive scripts that support but never interrupt

  • Managers: Tools to see objection trends and rep performance

  • Directors: High-level insights to spot training needs and what works at scale

• Made sure Amalgam stayed modular and light, so it could stay open during calls without being in the way

IMPACT

Amalgam shifts the focus from tracking to helping. Reps have a tool that supports their flow in real time, rather than telling them what they did wrong after the call. Managers and directors get clarity on objections and coaching needs, without cluttering the rep experience. The product is now live at Angi, where it helps reps handle objections and close more confidently.

LEARNINGS

• Real-time support beats post-call analysis for actually helping sales reps

• Most sales tools miss the mark by trying to serve every stakeholder at once — the rep experience should come first

• Lightweight, modular design keeps tools usable and reduces friction in high-pressure moments

• Collaboration between design and sales teams is critical; you have to see how people actually work to build something that fits

• The best tool feels like a teammate — something that has your back, not something checking your work