I recently began designing Project V*, a new, proprietary genAI platform for a leading telecom company. Frustrated with their creative agency’s slow turnaround times and hefty price tag, key stakeholders at this company recognized a need to reduce agency spend and increase their speed-to-market with new B2B marketing campaigns. So, why this tool and not Claude, ChatGPT, Gemini, or any of the other mainstream AI copy tools? Project V aims to generate omni-channel marketing campaign copy at scale, using integrations with the company’s own data sources to ensure the copy is perfectly tailored to their particular audience segments, for their unique campaign needs. The long-term goal is to scale Project V into a larger AI ecosystem, where marketers can generate their entire campaigns end-to-end (copy and creative), submit campaigns for legal approval, and track campaign performance over time.

* I unfortunately cannot tell you the real title. The intrigue deepens!

Outcomes & Roles

Since Project V is still in its infancy, we don’t have much in the way of outcomes just yet. But I can still speak to the roles and responsibilities!

    • Conducted qualitative user research

    • Mapped happy-path user flows for experienced and beginner users

    • Established two distinct UI design directions for the client to choose from

    • Created a modular atomic design system and rapid prototypes

    • Regularly presented to client stakeholders

    • Worked alongside the product owner to establish requirements

    • Provided the product owner with annotations around UI, UX, accessibility, animations, and microinteractions so design intent was clearly understood and developers could properly point tickets

    • Participated in sprint demos and agile ceremonies

    • Worked closely with on- and off-shore developers to ensure our designs, animations, and microinteractions were possible to build within our timeline and budget

    • Pivoted as needed to ensure timelines were honored but design quality was not sacrificed