Product design UX/UI design Art direction Motion design

The Gap Between Promise and Real Value.

How I designed the UX, UI and developed new features for a proprietary AI audience segment creator following it's integration with Amazon and The Trade Desk

Role

Product Designer
UX/UI Designer

Team

Cross-functional team incl. product manager, developers, marketing & engineering team

Tools

Figma, Miro, Photoshop, Illustrator, After Effects, Firefly

Overview

AI Audiences is OnAudience’s proprietary product, that automates the process of creating audience segments. It works by allowing the users to write a short brief describing the audience they are looking for, and then, with the power of LLMs, analyzing millions of data points to deliver precise audiences in seconds.

The Challenge

We identified two main problems:

Users played with the tool by generating segments, but it didn’t translate into real profit, as they dropped off without activating them.

Users didn’t return after their initial visit. At first, the tool generated a lot of hype, as people were eager to try new AI technology, but after exploring its capabilities, they dropped off.

What went wrong?

Users could generate a segment in the platform, but obtaining and activating it required contacting the team via email. This resulted in increased workload for employees, long waiting times for users, and a broken user flow. The promised “custom segment in seconds” in fact only generated segment recommendation, while the actual segment still had to be created manually, with the same waiting time. As a result, many users generated segments, but this rarely translated into segment activation requests. Most users dropped off after generating a few drafts, creating a significant bottleneck in the conversion tunnel.

Another challenge was the limited usefulness of the tool - once a segment draft had been generated, the platform offered little additional value, as the entire activation process was handled manually outside of the product. As it turned out, users had no reason to use the tool as everything could be done outside it!

What was I responsible for?

Proposing strategies to improve segment activation conversion

Close collaboration with multidisciplinary teams to balance user’s needs and our limitations

Designing new features to improve user experience and product adoption

Exploring ways to help users’ adaptation and improving features discoverability

Establishing a cohesive, recognizable UI system aligned with the brand’s vision

Providing a feedback to developers, product manager and marketing team to ensure smooth execution

Creating promotional content and motion assets for campaigns after product launch

First user flow

First version of Hi-fi user flow

Solutions

Our main goal was to give users a clear advantage of using our tool by removing friction from the segment activation process and introducing functional features. We transformed the product from one-time segment generator into a complete all in one tool for segment tracking and activation. Some of the functions we introduced:

Account Creation

Introduced account creation, allowing users to keep track of their segments and access new functionalities, encouraging users to return to the platform and provided valuable lead-generation opportunities.

Fixed User Journey

Enabled users to activate segments directly within the platform allowing them to complete the process faster without leaving the product and reducing friction in the activation journey.