Product goal
Purl enables idea generation, evaluation, and organisation through a Kanban-style UI, simulating physical ideation sessions. Integrating Generative AI, it guides users through structured methodologies with an intuitive interface.
Target Audience
Aimed at marketing professionals seeking efficient, AI-powered ideation tools to generate ideas, assess quality, and build detailed solution roadmaps. Purl enhances creative workflows with AI-driven insights.
Individual Role
User Research & Competitor Analysis, Persona Creation, Information Architecture, Wireframing, UI Design & Prototyping, Usability Testing.
Problem statement
Despite AI's potential, users lack guidance in harnessing it for ideation. Purl addresses this by offering a structured ideation process, helping users transform raw concepts into actionable insights with the right balance of detail and focus.
Breaking down the design process
quantitive research
Desktop research revealed significant interest in AI-powered ideation tools but a lack of platforms offering structured guidance. This market gap provided an opportunity for Purl to differentiate and meet growing demand.
Competitive audit
Conducted a competitive audit of direct and indirect competitors. Direct competitors lacked structured ideation processes; indirect ones offered AI without in-depth analysis.
PERSONAs
Information Architecture
Purl's Kanban-style architecture organises the ideation process into a clear flow. Users visualise stages from initial concepts to refined solutions, staying focused while accessing supplementary data for informed decisions.
Wireframing
Started with hand-drawn wireframes to capture concepts and gather stakeholder feedback. Focused on key interactions supporting the Kanban process. Developed low-fidelity prototypes to validate user navigation and ensure seamless flow.
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Research Overview
Conducted unmoderated usability studies on the MVP to demonstrate viability to investors and identify improvements. Users completed key ideation tasks, providing feedback on reducing cognitive load, refining user flow, and enhancing AI-human interaction.
Insight 1
Initial information overload was mitigated by segmenting the process into manageable stages.
Insight 2
Users valued the platform's potential, noting confidence in tasks and clear differentiation between human and AI input.
Insight 3
Feedback identified features for post-MVP development, expanding functionality beyond initial scope.
Style guide
Lessons Learnt
As a co-founder, I honed skills in digitising traditional workflows, prioritising user flow for seamless transition from analogue to digital. Limiting functionality at stages helped users focus, enhancing the user experience.
Insight 1
Collaborated with developers to implement React-compatible design systems, optimising development and ensuring consistency.
Insight 2
User research and iterations enhanced product development, aiding progression from MVP to full platform in an agile startup environment.
Insight 3
Created detailed prototypes that demonstrated the product to investors and served as user testing tools, maximising Figma's capabilities for design validation and business goals.
