Creating a conversational AI assistant that knows the company inside out.

🟦 Project Snapshot

• Client: Santex Group
• Project: SAM – Santex AI Member (Conversational AI assistant)
• Role: Lead Product & UX Designer
• Duration: 16 weeks
• Team: AI engineer, 2 developers, 1 PM, stakeholders from HR, Sales, Ops
• Tools: Figma, Notion, Miro, GPT-based LLM, Storybook
• Outcomes:
  • First internal LLM-powered AI deployed within a national company
  • 82% task success rate in onboarding and info-seeking flows
  • 40% reduction in repetitive internal support requests

🟣 The Hook – “What if our company could talk?”

That was the spark that kicked off SAM.

At Santex, documentation and know-how were everywhere: Notion, Google Drive, onboarding docs, Slack threads, and inside people’s heads. Internal teams and new hires constantly searched or asked around for basic info.

So we asked: What if instead of digging, they could just ask?

SAM was born as a generative AI assistant trained on company knowledge to answer questions, guide users, and support both internal teams and external visitors. It wasn’t just a chatbot—it was a smart, helpful team member.

🟨 The Challenge

We weren’t just designing a tool—we were designing trust: