AI Enterprise SaaS

AIDN

Strategic Product Leadership

Refined the product vision by defining the user-centric narrative, transforming AIDN's technical portfolio into a cohesive, executive-grade experience. This design-led reframing increased perceived market value and provided a clear blueprint for enterprise adoption based on measurable user journeys.

UX/UI Product Designer & Design Strategist • 2024

Product Design

Highly rated UX/UI for test users

Managed

High-stakes complexity

Multi-disciplined

Product, Tooling, and Marketing

The Challenge

The initial AIDN vision was technically brilliant but lacked a cohesive, market-facing narrative. This startup began before ChatGPT and other LLMs became the face of artifical intelligence. The technical applications were novel and extremely difficult. Multiple, conflicting visions and applications of the technology competed for the teams attenion. Figuring out "how" this technology should work and "who" it would work for was critical.

The Solution

I led the strategic effort to synthesize disparate components—Branding, Product UX, Marketing Assets, and Peripherals—into one cohesive narrative. This involved defining an overarching "Business Capability Map" and restructuring the entire project scope around quantifiable ROI metrics, transforming a collection of great work into a single, powerful market story.

Service Scope

UX/UI Product Design
User Research
Marketing Design
Product Leadership
Brand System Architecture
Design System

Project Gallery

The Business Imperative (Challenge)

AIDN began as patented artifical intelligence technology for networking with proof of concept centered around data scientists. My first priority was to determine who our inteded users were and whether or not the prototype was aligned with the market we were trying to serve. Additionally, since this was an engineering-led organization, our messaging was dominated by technical features rather than business outcomes.

The Strategic Gap

We needed to shift from "What we built" (Features) to "Why it matters" (Business Impact). The goal was to prove that the entire system—from logo to billing—was engineered for a single market advantage.

The Strategic Solution (Ownership)

Working with the founders, engineers, and data scientists, I began to capture a more cohesive vision for what the product might do. After initial buy-in, I presented my concepts to potential users (Network Engineers) to get their feedback. Finally, I combined the different technologies we had and the user research I performed and designed a suite of software that would exist under the umbrella of the brand AIDN.

Unified Identity: Merging the Brand System into a foundational layer that dictates product and marketing tone.
Integrated Flow: Designing user journeys (Product UX) to naturally incorporate user and team feedack.
Measurable Outcomes: Defining success metrics based on business KPIs (e.g., reduced network down time, reduce false positive rates) rather than just feature completion.
User Journey Mapping: I designed the core user flow, ensuring that marketing touchpoints and product features were integrated seamlessly into a single, intuitive experience.
System Architecture (UX): Defined the Brand System not just visually, but as a functional layer dictating tone and interaction across all digital assets.

Process Deep Dive: Transferable Design Principles

My approach is not limited to AI. I apply a process of extracting core business needs and designing systems that solve them, regardless of the industry.

Intentional Design (Inspired by Retail): Form and function go hand-in-hand to produce the best possible user experience. I take great care in considering the emotional states users may be in when using the product, not just how they would use it, when crafting interfaces.
Systemizing Complexity (Inspired by EdTech): Moving beyond manual processes. I design data structures and workflows (e.g., JSON/API) that allow non-technical subject matter experts to update content, ensuring scalability and reducing technical debt.
Empowering Stakeholders (Inspired by Enterprise SaaS): The best product is useless if the internal teams can't maintain it. My process includes designing the *tools* and documentation required for cross-functional teams to operate the system independently.