How can a generative AI product meet and exceed user expectations in a rapidly evolving market?

The Challenge

A scaling generative AI company, known for its advanced creative AI tools, faced a critical challenge: understanding their diverse user base's evolving needs to refine and enhance their product offerings. As the AI landscape rapidly changed, they sought to stay ahead by deeply comprehending user interactions, pain points, and aspirations.

The Approach

Our approach was multifaceted, combining data analytics with deep user research. 

We deployed advanced analytics to parse through vast user interaction data, identifying usage patterns, preferences, and areas of friction. Simultaneously, we conducted a deep UX study, observing diverse user groups and focusing on their unique contexts and needs.

This mixed-method approach provided a holistic view of user interactions with the product, highlighting both quantitative and qualitative insights.

The Key Insight 

The interactions users have with generative AI features are intention based. This changes the way users perceive and use these technologies in everyday life.

GenAI users are still identifying how to fit generative AI products into their existing workflows, creating friction when product features don't meet user expectations.

Users expect "smart" products, with intuitive interfaces that can adapt to their skill level and creative goals, offering a more personalized experience. These insights led to a deeper understanding of the nuanced ways users interact with AI, revealing opportunities for product differentiation and user empowerment.

Read more about intent-based interaction here. 

The Outcomes


Developing a new "smart" UI, consisting of multiple interfaces which were tailored to different user segments, enhancing usability and engagement across user groups.


Introducing customizable AI response features, allowing users to fine-tune AI outputs to better align with their creative and professional goals, thereby significantly reducing frustration, increasing user satisfaction and boosting long-term product loyalty.


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