iam.ai
UAE
Client: Digital labs, Majid Al Futtaim
Note: for confidentiality, some visual details have been redacted. Reach out to hear more about this project.
I led the content strategy, research and product Beta testing phase for iam.ai, a conversational AI super-app.
Providing strategy early on in the product cycle gave stakeholders, and the team, clarity and direction. Running user testing workshops and gathering qualitative research provided the necessary data for the product’s next stage of development.
A low fidelity prototype showing part of the iam.ai website homepage with proposed copy.
Challenge
- Create a new website for iam.ai that communicates product USPs, generates excitement and curiosity, and encourages users to sign up to the waitlist prior to product launch.
- Write preliminary copy for the iam.ai website, in a tone of voice that reflects the product's conversational AI style.
- Gather user research to help the team understand where the product is performing well, and what product improvements are needed, so that the product can move into the next development phase.
A snapshot of the proposed information architecture with embedded content models.
My process
- Held stakeholder interviews to understand the iam.ai product vision, the target audience, along with business targets.
- Created macro and micro content strategies that translated iam.ai's business targets into content objectives, set product values, mapped out user mental models, and provided the content foundation (hierarchies and copy guidance) for my web page sketches.
- Drew up the information architecture with embedded content models that reflected the findings from the macro and micro content strategies.
- Built qualitative user research testing sessions and trained other team members in how to run the sessions and how to help onboard users.
Introduction to the iam.ai user testing session.
Product demos from the user testing session.
Outcome
- Delivered an iam.ai website made up of purposeful content components that help users reach the intended goal of joining the product waitlist while staying informed about the product's details.
- Provided pithy copy that was in line with a conversational and natural tone of voice, and stayed within specific character counts.
- Created a 1 hour user testing session complete with iam.ai demos, product onboarding guides and functionality support. The session was replicated by other team members so that we were able to gather qualitative research from a wide number of audience participants and provide the data needed to inform iam.ai's next development stage.
- Ran 5 user testing sessions myself and helped onboard 9 users.
Fun fact: I provided the iam.ai product demo voiceover!
Telling product stories
I face product design challenges with skill.
And I’ve got the curiosity and flexibility to match.