At-a-Glance

In 2022, I joined Riley AI as a product designer, excited by the prospect of contributing to a startup that was pioneering natural language processing (NLP) for automating professional relationships. Over the course of my tenure, I spearheaded several projects, but one of the most transformative was creating a comprehensive design system for Riley AI. This endeavour not only streamlined our development process but also significantly enhanced the user experience across our platforms.

Problem

Riley AI had developed a revolutionary NLP framework that held immense potential. However, despite its technological prowess, the company faced a critical issue: poor engagement on its website and app. The inconsistency in design across different products led to a fragmented user experience, confusing users and hampering their ability to fully grasp the value Riley AI offered. This inconsistency also created inefficiencies for the development team, as they struggled to maintain a cohesive visual language.

<aside> 👉 Bottomline is Riley has poor engagement on its website and app.

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Solution

To tackle these challenges, I proposed building a unified design system. This system would standardize UI components, define clear design principles, and establish a cohesive visual language. The goal was to ensure a seamless and consistent user experience, improve developer efficiency, and ultimately, increase user engagement.

<aside> 🚀 The bounce rate on the website was reduced by 7% within 30 days of re-launching.

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To begin with, I first studied our existing website and app. The results of the audit led me to a clear conclusion: Riley was missing cohesiveness. We needed to tell a story that made sense, so I found out three major areas where users were spending their most time:

• The website’s header, because of the demo video
• The ‘How It Works’ section, because users still did not understand Riley’s full potential.
• The Blog section, where most of our content lived.