SPINS AI
Design for AI-Powered Insights on Demand
This project introduces the SPINS GenAI Assistant, an intelligent conversational tool designed to enhance user engagement and streamline access to critical insights across the SPINS health and wellness consumer packaged goods data analytics application suite. This is a BETA concept that provides an intuitive, AI-driven interface that allows users to ask questions, seek guidance, and receive actionable insights in real time. Users can interact with the assistant to explore data, clarify complex information, and obtain tailored recommendations that support their decision-making processes.
My role
I was the lead designer on this project responsible for shaping the user experience and visual identity of the SPINS GenAI Assistant, from initial concept to prototype. I guided the design strategy, ensuring that the AI interaction was intuitive, engaging, and seamlessly integrated within the platform. Working closely with cross-functional stakeholders, I developed the assistant’s conversational framework and designed an interface that makes insights easily accessible and actionable.
Collaborators
Data Science
Leadership
Research
PM
Engineers
Platform
SPINS SaaS Applications
React
Project Goals
- Design an intuitive conversational interface for effortless data navigation.
- Empower real-time, informed decision-making with actionable insights.
- Seamlessly integrate the AI assistant into the user workflow.
- Enable contextual awareness for accurate, relevant responses.
- Provide flexible options for both custom and suggested queries.
- Reduce time to insight with quick, expert-driven answers.
- Ensure a smooth interaction flow for task continuity.
- Build a scalable framework that evolves with user needs.
- Foster a consistent, engaging user experience across interactions.
User Journey for proposed MVP features. Image is intentionally small and includes blur for privacy.
Early in the process, we conducted a user journey evaluation to build a comprehensive understanding of our users and their context. We mapped user goals, business objectives, emotional touchpoints, key design focus areas, and technical feasibility. To inform this work, we leveraged user insights from previous user studies and feedback from customer success stakeholders. This broader perspective helped us surface opportunities, define priorities, and frame the direction of the MVP.
Design iterations focused on component behaviors and flow patterns.
Using insights from the user flow to refine and evaluate the experience in alignment with user needs and business goals, I explored multiple design iterations to balance functionality with usability. Collaborating closely with data science, engineering, and product management, we shaped concepts to ensure contextual relevance, technical feasibility, and minimal disruption to existing workflows. These early explorations helped define the assistant’s role within the product ecosystem.
Initial user flow illustrating MVP features
Once we aligned on the overall experience, we arrived at an MVP user flow to structure key interactions with the GenAI assistant across the SPINS platform. This flow translated strategic goals and interface concepts into actionable paths, ensuring a consistent and seamless experience across modules.
Building on this foundation, I arrived at a final MVP chat experience initiated through a floating button entry. When engaged, the assistant opens a chat interface overlay that invites users to ask questions or explore preset options. Users can access curated insights and connect with internal consultants for interpretation, strategic guidance, and deeper analysis. The experience blends digital tools with human expertise, embodying service design principles, and empowers users to control the depth and direction of each interaction while supporting a seamless return to their primary workflow.
A video walkthrough of a high fidelity prototype of the SPINS AI Assistant.
Feel free to check out the prototype yourself 🙂
SPINS AI prototype. Please note that not every item is clickable.
Next Steps & Reflections
This was one of two distinct design approaches explored to integrate the GenAI assistant into the SPINS platform. Both aimed at enhancing user engagement and enhanced AI insights in unique ways. This enhanced chat flow offers a simple, persistent access point for quick, on-demand assistance with familiar interactions.
An alternative solution explored embeds the assistant within a drawer that opens and closes inline with the dashboard. The larger footprint includes advanced features to enhance engagement, such as interactive page insights, interactive tutorials for new users, tools for creating slide decks, and more! Schedule an interview with me if you are interested in seeing a presentation of this solution 😉
The following steps would strengthen this initiative moving forward:
- Usability Testing for both solutions would help determine accessibility and interaction depth, aligning with SPINS users’ varied workflows and goals.
- Optimizing the assistant’s accessibility and responsiveness