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Case Study

Role

Creative Direction, Product Strategy, UX/UI Design, AI Content Systems, Cross-Team Collaboration, Scalable Workflow Design

Building an AI platform

Cinco AI Experience is a browser-based platform built to show how AI can power brand storytelling, product education, and user engagement through personalized conversation and immersive content. I led the creative direction and UX/UI: reframing it as a scalable product rather than a one-off project. The result was a modular, branded experience that opened up new business opportunities.

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Challenge

Cinco wanted to expand their experiential expertise in the digital space, and demonstrate how AI could help brands tell better stories, educate customers, and explore new types of interaction and engagement. The goal was to build a platform that worked in any browser, and that felt like a custom app experience. The user would have a ultra-personalized conversation with the AI, while having all the relevant content at their fingertips to learn all they needed about the brand or product.

The platform needed to be scalable. Something multiple brands could use as a conversion tool for their own content platforms, product explainers, or immersive brand experiences. It had to be polished, functional, and flexible enough to adapt to different use cases.

Solution

Four branded Cinco app mockups shown in different color tones side by side

We reframed the entire effort as a modular product build, not just a one-off effort that needed to be re-done for each new client. I worked with the team to identify real client use cases like customer onboarding, product education, and brand storytelling, then designed the experience to solve those problems through guided AI interactions, custom content, and visual narratives. The UX followed a story-like flow to keep it natural and immersive. Everything was modular and reusable so we could quickly theme future versions for other clients.

Cinco app light-mode screens: onboarding, a product view, and form layouts

I led the art direction and built the design system from scratch. It had to be polished enough to feel premium but flexible enough to carry any brand. We used AI to move faster, training a small model on our content structure and tone so we could brainstorm flow concepts, and prototype more efficiently. I also revamped the production pipeline, tightening collaboration, and embedding scalability into the way we worked. What we built needed to become the foundation for future offerings.

Production pipeline flowchart with colour-coded steps and decision nodes
Full production pipeline

Outcome

The Result

We built a solid product that attracted a lot of interest from major brands and opened new avenues of business and partnerships. It also became the blueprint for a scalable service offering. We now had a reusable system that could be pitched, adapted, and deployed for different brands. The process improvements stuck too. We cut production time, and gave the team a faster, streamlined way to build future experiences.

My Role

  • Led the creative direction and execution for the platform
  • Defined the core concept, user flow, UI, and content systems
  • Collaborated across design, dev, and content teams to shape structure and visuals
  • Streamlined production to reduce time-to-launch without cutting quality
  • Integrated AI tools to scale content creation while maintaining clarity and intent

My Take

This project is where I built my AI foundation. I got deep into tools, workflows, prompting, and model training. I learned how to actually use AI inside a creative pipeline, not just talk about it. That hands-on experience gave me a sharp sense of what works, what doesn’t, and how to avoid the typical noise that clutters the space.

It was also a rare alignment of everything I’m good at: UX, design systems, storytelling, and technical problem solving. I could move fast, fill in gaps, and offer ideas that helped push the project forward in practical ways. That momentum lit a fire. I’ve been learning and building ever since, focused on applying AI where it actually matters.

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