Purl AI

Initial Hero Image

Project overview

Co-founded and designed an AI-powered ideation platform from zero-to-one. The product transforms the chaotic creative process into a structured, Kanban-style workflow, guiding marketing professionals from raw concepts to actionable, investor-ready strategies.

The context

Generative AI tools (like ChatGPT) offer a "blank canvas" that often paralyzes professional users. Marketing teams struggled to turn raw AI outputs into actionable business strategies due to a lack of structure, resulting in "analysis paralysis" and constant context-switching between tools.

Key Metics

22%

Increase in task completion, achieved on key flows compared to unstructured conversational AI tools.

3

Months to deliver a functional prototype ready for stakeholder buy-in and validated the core business model.

60%

Engagement increase, based on the MVP prototype and walk-through video demonstrating the capability to potential users.

The solution

No items found.

PROCESS AND STRATEGY

Founder-designer

Owned the product vision alongside execution, balancing user needs with strict business viability constraints and resource limitations.

Prioritisation

Operated in a lean startup environment, cutting roughly 40% of proposed features to focus strictly on the "Golden Path" for the MVP.

Protoype buy-in

Utilised the high-fidelity Figma prototype not just for user testing, but as the primary asset for demonstrating value to investors.

Problems identified

No items found.

Research insights

Insight

Users don't ideate in a linear stream; they need distinct modes for "Generating" vs. "Refining."

Insight

Users rejected "Black Box" AI; they needed to clearly distinguish between their input and the AI's output to feel ownership of the final idea.

Insight

Testing revealed that the "Overlay" (deep-dive analysis) was the highest-value feature, validating the move away from a chat interface.

Experimentation

No items found.
Final Hero Image

Lessons learnt

Systems Save Startups

Investing in a design system for an MVP seemed counter-intuitive, but it accelerated dev velocity by 2x during the build phase.

The Art of "No"

Learning to reject good ideas to protect the core value proposition was essential for shipping on time and on budget.

High-Fidelity Wins

In early-stage startups, a polished prototype is the most effective tool for bridging the gap between abstract business strategy and tangible product reality.

next project