01 / UI/UX Case Study
AI Platform · Contract
Design Direction
0 → 1 / MVP
B2B Startup
Role
UI/UX Designer & Direction
Timeline
5 months · 2026
Engagement
Contract · B2B
Tools
Figma · AI Tools
Contract engagement · Jan–May 2026
Early-stage MVP product
Screens & concepts designed
(Overview)
The product is an AI marketing-video platform. A user describes their brand and goal, and the AI writes the script, proposes a direction, and generates realistic video ads — UGC-style clips, product testimonials, and product showcases. Instead of a blank timeline, it guides people through the creative decisions step by step.
I came on as a contract UI/UX designer, working directly with the stakeholder not just on individual screens but on the overall design direction — how the tool should look, how it should feel, and how someone with no editing experience could get from an idea to a finished ad.
(How We Started)
The collaboration began with brainstorm sessions with the stakeholder — talking through what the tool should be, what it should do, and how the whole experience should flow. From those conversations I started turning fuzzy ideas into concrete screens, giving the team something tangible to react to, test, and refine.
(First Impressions)
I proposed the marketing site that would introduce the product, exploring two directions — one leading with the core promise (“create stunning ads with a single prompt”), the other leaning into personality (“marketing ads, made delightful”).
Concept A — Single prompt
Concept B — Made delightful
(Guided Creation)
At the heart of the product is a conversation. Rather than overwhelming people with options, the AI asks a few focused questions — format, tone, direction — and offers concepts to choose from. I explored two patterns for how that guidance could feel.
Option A — Question cards
Option B — Quick picks & directions
(A Key Decision)
Early on we explored a storyboard feature — laying out each scene in sequence. In practice it added complexity without a clear payoff, so we pivoted to a canvas: a spatial view of the whole creation process, where the script, scenes, and generated clips live together and connect.
I designed three layout explorations for the canvas, testing how to balance the AI conversation, the evolving script, and scene previews on a single surface.
Layout 1 — Chat, script & scene grid
Layout 2 — Populated scenes
Layout 3 — Script per scene
(Fine-Tuning)
For users who wanted more control, I proposed a video editor — a more traditional timeline-and-preview layout with text, transitions, and per-scene editing, sitting right next to the AI chat so people could move between guided and hands-on modes.
Video editor — preliminary design
(The Workspace)
A persistent sidebar kept everything one click away — switching between ad projects, and reaching characters, assets, and scripts — so the workspace stayed calm and simple even as the creative surface grew more capable.
(Reflections)
These were MVP designs in a fast-moving, early-stage environment — the product vision and requirements shifted week to week, and much of the job was staying fluid: turning new feedback and changing goals into clear, usable screens without losing momentum.
My role was to give an ambitious, ambiguous idea a concrete, usable shape — the directions, flows, and key surfaces a team could build on and keep iterating. Working this closely with a stakeholder on a 0→1 product sharpened how I make decisions with incomplete information and design for change rather than a fixed spec.
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