Case Study: AI Product Design

Business
Workspace
Platform

An intelligent all-in-one platform that uses AI to personalise each founder's journey, from building their first website to scaling their customer base.

Role

Senior Product Designer

Focus

AI-Driven Personalisation

Company

Jimdo

Year

2024

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The Problem

New founders are overwhelmed before they even begin

They don't know where to start, which tools matter, or how to reach customers. Generic platforms give everyone the same experience, regardless of where they are in their journey.

How might AI reduce that overwhelm and create a path that feels personal, not generic?

User Research

Two founders.
Different needs.

The Side Hustler

Jane

She's just getting started

"I sell jewellery to friends already. I just need someone or something to tell me what to do next."

Needs AI guidance to replace the mentor she can't afford.

The Solopreneur

Maria

She took the leap

"I've quit my job to chase this. I know what I want to build, but I'm paralysed by the sheer number of decisions."

Needs an AI co-pilot that cuts through noise and adapts as her business evolves.

Value Framework

Designing the AI-Powered framework

01 ——

AI-Tailored Business Path

Uses onboarding signals and behavioural data to build a personalised roadmap. No two founders see the same journey.

02 ——

Contextual Tool Surfacing

Instead of overwhelming with every feature, the platform surfaces the right tools at the right moment based on stage, goals, and industry.

03 ——

Adaptive Growth Engine

As the business matures, it detects new needs and introduces relevant opportunities, before the founder even asks.

Design Decisions

Translating AI logic into interface decisions

Three principles shaped every wireframe, layout, and interaction in the product.

Onboarding as Signal Collection

Business type and maturity stage captured during setup seeds the AI model that drives personalisation throughout the entire workspace experience.

Widget Intelligence

Modules toggle dynamically based on where the founder is in their journey. Early stage = creative tasks. Growth stage = analytics and orders.

Behavioural Feedback Loops

The dashboard learns. Industry trends, task completion, and browsing behaviour continuously refine what gets surfaced and when.

Mobile Experience

AI Guidance On the Go

Founders don't sit at desks. The mobile experience brings the same personalisation to wherever they are: focused, distraction-free, built for quick decisions.

AI Onboarding Engine

Where personalisation begins

Before a founder sees their dashboard, they meet an AI-driven conversational onboarding flow. This isn't a form, it's the model's first look at who this person is.

Impact

Personalisation that moved the needle

The results came from three compounding experiments: AI Onboarding, Domain Recommendations, and Personalised Next Steps. No single lever — the system working together.

The metric we cared most about was 2D7 — whether a user set up at least two products within seven days of signing up. It was our strongest leading indicator for free-to-paid conversion. That rate roughly doubled.

Onboarding Completion

50% → 65%

More founders made it through setup, giving the AI better signals to personalise their entire workspace experience.

Personalised Recommendations

80%

Of active dashboard users receive AI-driven recommendations tailored to their business type and stage.

2D7 Product Setup Rate — Free-to-Paid Leading Indicator

~2x

Users who set up two or more products within their first seven days are significantly more likely to convert to a paid subscription. Combined, the AI Onboarding, Domain Recommendations, and Personalised Next Steps experiments doubled this rate — making it the clearest signal that personalisation was working.

Reflection

What this project taught me

💡

Great product design isn't about showcasing technology, it's about making intelligence feel invisible, intuitive, and deeply human.

🎯

Personalisation only works when the signals are right. Onboarding isn't a formality, it's the foundation the entire product stands on.

🤝

When technology and people need to work in harmony, the designer's job is to make that handoff feel effortless, not impressive.

Designing for the
future of work

Currently open to senior product design roles focused on AI, personalisation, and complex system design.

Business Workspace Smart Forms × CRM Apex

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