Engage AI - Visual Brand Identity and UX Design

Project Overview

The Challenge:


AI onboarding was overwhelming users with too much technical info upfront, leading to confusion, skipped tutorials, and high drop-off rates.

Research & Insights

User Research Methods:

  • 6 user interviews (B2B SaaS customers)

  • 25 survey responses

  • Heuristic audit of the existing onboarding process

Key Insights:

  • Users didn’t understand terms like “fine-tuning” or “token usage”

  • 4 out of 6 said they felt “confused” during onboarding

  • Most users skipped the tutorial or gave up before setup was complete

Competitive Analysis

  • Studied platforms like HubSpot AI, Marketo, and Automated Agency AI.

  • Noted that successful platforms focused on intuitive dashboards and guided onboarding flows.

  • Found that many lacked strong brand consistency, leading to confusion among users.

Design Process

Step 1: User Flow Redesign

Mapped out a simplified user flow based on progressive disclosure—only surfacing technical details when users needed them.

Step 2: Wireframing

Created low-fidelity wireframes to validate clarity and test basic structure before visual design.

Step 3: High-Fidelity Prototyping

Refined the UI with clear visual hierarchy and integrated feedback from users to ensure a smooth onboarding experience.

Usability Testing

Test Setup:

  • Remote testing with 5 participants

  • Tasks: Complete onboarding and activate their first AI tool

Results:

  • 5/5 users completed the onboarding flow without external help

  • Average setup time dropped from 6 minutes to 3.2 minutes

  • Users’ confidence scores doubled in post-test surveys

Outcome & Reflection

Outcomes:

  • Setup completion improved by 40%

  • Tutorial drop-off reduced by 62%

  • Positive internal feedback from QA and early testers

Reflection:

Simplifying AI jargon through progressive disclosure proved to be a huge unlock. In future iterations, I’d integrate contextual tooltips earlier and continue refining clarity with user feedback loops.

My Role

  • Lead UX Designer & Researcher

  • Visual Brand Strategist

  • Conducted user interviews, mapped user flows, wireframed, and tested the onboarding redesign)


Tools

  • Figma

  • Adobe XD

  • Google Forms

  • Maze

Next

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