Hemingw-AI
Empowering Brands with Tailored GenAI Content
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Project Overview
HemingwAI was conceived by leadership at a pharma ad agency to assist copywriters in generating brand-specific, regulatory-compliant content for digital projects. It addresses challenges unique to the pharmaceutical industry, such as:
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Regulatory Compliance: Navigating complex pharma rules with precision.
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Medical Accuracy: Providing clinically accurate content tailored to pharma needs.
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Brand-Specific Messaging: Delivering highly tailored messaging that generic AI tools can’t replicate.
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Legal Safeguards: Ensuring content adheres to strict legal and corporate compliance standards.
My Role
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UX/UI Design: Led design process by creating intuitive layouts, optimizing navigation, and creating basic design system to create a consistent and uniform interface
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Prototyping: Created prototype in figma to provide stimulus for user testing and convey functionality to development team for feasibility
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User Testing & Synthesis: Conducted five 45-minute interviews with copywriters to inform design optimizations
UX Objective
I was tasked with designing the platform and validating its usability with real copywriters in the agency. Our goals were to:
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Create a seamless, intuitive desktop-first interface
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Validate the tool's purpose and usability through user testing
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Uncover opportunities for future enhancements
Design Approach
Platform Design
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Designed a streamlined, user-friendly interface tailored to copywriters’ workflows.
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Collaborated with the development team to ensure feasibility and technical alignment.
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Focused on core features for the MVP:
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Story Generation Tool
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Editing and Feedback Functionality
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Best Practices and Examples Integration
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Design Iteration V.1
V1 designs prioritized:
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Simplicity and functionality
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A stepped-out process for users who may not be accustomed to using AI tools for their copywriting needs
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Providing a familiar interface to users who are familiar with other AI tools such as ChatGPT
User Testing
Objective:
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Assess navigation, content, and overall usability.
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Validate the tool’s purpose by gauging user interest and likelihood of adoption.
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Identify opportunities for improvement.
Methodology:
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Participants: 5 Agency copywriters
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Format: 45-minute individual sessions via Microsoft Teams
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Stimulus: Pre-production prototype on desktop devices
Testing Guide & Tasks:
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Explored users’ current writing process and AI tool usage
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Evaluated clarity and completeness of multi-step article creation (project setup, keywords, tone, references)
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Assessed ease of navigation and task flow
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Gathered feedback on usefulness, missing features, and likelihood of tool adoption
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Identified expectations for revision, content management, and FAQs
Synthesis
Using FigJam, I created an affinity map and effort/impact matrix to determine key findings and next steps to advance the MVP
Key Findings & Optimizations
Tweaked the UI to avoid user confusion by addressing:​
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Differentiation between error states and brand colors.
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Clear navigation for exiting popups.
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Streamlined processes for starting a new project.
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Improved clarity in labels and interactions to minimize ambiguity.
V2
Introduced alternative secondary brand color to reduce confusion around error states & required fields.
V2
Created overlay effect and a clearly marked close button for users to easily exit their revision popup
Updated CTA language in the global nav bar to "Create Project" so users could more easily start a new project, rather than edit an old one.
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Incorporate a Brainstorm Flow
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Users requested a brainstorming feature to complement the story generator, fostering ideation and creativity.
V2
Added brainstorm button to the homepage to allow more creative freedom to AI-experienced users
Enable Easy Editing and Feedback on AI Outputs
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Users emphasized the need for simple editing tools to adjust AI-generated content, building trust and usability.
V2
Updated terminology from 'Settings' to 'Edit' to clarify how users can update their article pre-set responses
Include collapsible record of previous version adjustments requested
Provide More Guidance and Examples
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Additional prompts, sample outputs, and best practice examples would help users maximize the tool’s potential, especially for copywriters with limited AI experience
V2
