E-Commerce AI/GenAI Asset Creation Tool
Leading UX Strategy in a Pivot
Info
About
The company specializes in creating unique e-commerce visuals designed to enhance e-commerce customers’ engagement, this includes:
- 360-degree product photography, enhanced with AI capabilities that capture e-commerce-related data such as measurements and colors. These shoots are conducted in a specialized 360° Media Production (physical) Studio.
- Interactive videos created from existing or 360-degree shootings.
New Pivot Challenge: The company strategically transitioned from its previous service-oriented model to integrating its products and capabilities into a new SaaS offering.
What
(B2B) AI SaaS assets creation tool, for e-commerce traders, marketing and creative teams - To manage, create, and distribute assets across platforms.
Why
- Customer feedback emphasized the need for a holistic service, from product shooting, ongoing product photography adjustments, to the creation of versatile assets for marketing and sales purposes.
- The company had already introduced a monthly subscription model but recognized the need for a stronger value proposition. The transition to a SaaS model was a strategic move to ensure the subscription offered clear, ongoing value for long-term engagement.
What else
Another significant challenge, was to harmonize varied managerial perspectives on the product vision into a unified concept. Working with a considerable group of managers, each with unique direction and interpretations. I proposed a unified strategy that aims to effectively address both business goals and enhance user value.
Context
Internal: Reflecting on Recent Developments
Upon my arrival, the company was pausing a recently developed product to pursue a new direction based on updated insights and decided on this new pivot.
This, on one hand, led to a tight schedule but, on the other hand, included some previous insights and user interviews.
External: AI Revolution
Research
Designing Strategic Change: Aligning Managerial vision with UX process
In addition to the design challenges, this project addressed the challenge of harmonizing multiple leadership perspectives within a multifaceted organization. With various departments and decision-makers involved, each bringing unique priorities and approaches.
Given tight timelines and limited research scope, a strategic approach was crucial. We started with creating a cohesive brief that aligned managers’ perspectives and focused on supporting assumptions with data and related research.
Our goal was to deeply understand business objectives, user needs, and the ongoing industry transformation.
Initial Management & Stakeholders Alignment
Internal Insights and Existing Data Analysis
To supplement and validate the managerial insights (that were mostly based on assumptions, at this stage), I then turned to internal sources:
- Customer Service Insights: I engaged with the customer service team to gather their perspectives on user feedback and common issues faced by existing users.
- Review of Previous User Interviews: I analyzed interview videos from users of the previous product to extract relevant insights that could inform the development of the new product.
Guerrilla Research with Marketing Professionals
Additionally, I initiated and conducted informal “guerrilla research,” interviewing marketing designers, marketing managers, and video creators I have worked with or personally know. This provided valuable insights into their workflows across various asset creation processes and highlighted their specific challenges. The research also explored the tools they currently use and the settings involved in each stage of the creation process.
To identify opportunities for problem-solving within the product, I created a comprehensive workflow map. Each stage of the process includes detailed sub-flows. Here, I present one of these sub-flows: the post-production stage.
Recognizing the Opportunity: Spotlight on AI Trends in Competitive Research
In addition to standard competitive research, recognizing the rapid rise of AI and its significant impact on the asset creation market, I conducted an in-depth analysis of the AI landscape within various content creation tools.
This research aimed to explore how competitors and related products were leveraging AI across different asset creation tools.
why highlight it?
- Because the world is “on speed” and we need to be up-to-date on the new experiences
- Because of the high adoption in AI creation, there is a rare opportunity to “catch” our target market when they are “on the search” for relevant AI tools
- Because new highly adopted user experiences > creates new users’ expectations
ai at this stage - To provide context:
While industry-leading products had just begun implementing AI with limited capabilities and results, products that were entirely focused on AI creation started to demonstrate remarkable abilities.
Interestingly, during this period of change, some products were also showcasing their vision for the future rather than current real abilities. This reflects the emerging stage of AI integration at that time.
On the final day of this research, Adobe introduced their deep integration of next-generation AI (Firefly) into Photoshop’s workflow (May 2023). I updated my presentation the evening before showcasing the research results to include this significant development, highlighting its relevance and support for the findings.
Leveraging External Research and Data
Additionally, I reviewed recently published studies from major companies (four studies in total) that explored the use of AI in this domain.
These studies provided valuable data to support the concept of integrating AI within our product, aligned with our development team’s technical capabilities.
Generative AI could simnifically reduce the time required for content ideation and content drafting, saving valuable time and effort it can also facilitate consistency across different pieces of content, ensuring uniform brand voice, style and format. team members can collaborate via generative ai ….
It can help marketers better use data… to generate data informed marketing strategies
Mc.Kinsey & Company
Ensuring Feasibility with Development & Understanding Resources Limitations
In the initial research phase of this project, it was essential to work closely with the development team to thoroughly understand our capabilities and limitations, especially as we aimed to integrate new technologies into our framework.
This included evaluating whether the management’s vision was feasible within our current resource constraints.
Research Presentation and Stakeholder Alignment
I compiled my findings and insights into a comprehensive research presentation for all management and stakeholders.
This presentation aimed to align all parties on the research outcomes and the proposed direction for the product. Following the alignment, we proceeded with the product development phase, guided by the coherent vision and research-backed strategy.
This structured and collaborative approach to research ensured that we addressed organizational challenges effectively and created a product that met the diverse needs of our users and business objectives.
Understanding The “Core”
Management’s Alignment Initial Brief
Main brief points
- Asset Generation: Provide on-demand and/or automated customized asset generation for specific target markets and platforms.
- Simplify Creation: Facilitate easier asset creation and management across multiple channels, including exploring the feasibility of template libraries.
- Customization: Enable straight forward customization of assets.
- Performance: Provide insights into asset performance to aid decision-making.
- Integration: Ensure seamless integration with popular platforms and tools.
- Optimization & Messaging: Enhance sales and marketing strategies based on improved asset performance and conversion rates.
Target market & users
Already at this early stage we acknowledged that this vision targets different types of users, roles and usage of the platform and includes All marketing teams from marketers to design and much more.
Customer Success Data - Key Findings
Based on the current offerings (360 degree visuals and interactive videos service oriented model) – Although users provide their basic requirements, brand style guides, and texts, the customer service data highlights the following issues:
Edit Asset Requests
Of assets provided to the users with the current offering, are being asked (by the customers) to be edited (anything from changing texts, product and camera angles, product positioning, bkg changes, colors, graphics, shadows etc.
Want to Oversee the Shoot
Customers asked if they can be present during the 360-degree shoot to ensure the final product meets their expectations.
Reshoot Request
Are asking to reshoot the last product shooting.
Supportive External Data
Some assumptions that management based their pivot on needed to be supported by data. In my UX research I found supportive data from studies published by other companies. Below is a research based on Google’s data, used to support their Product Studio new product offering, comparing single-image listings to those with multiple images, which reveals:
AI Adoption Potential- external research Data
Based on:
- Lightricks’ report, march 2023, and from the perspective of the creators.
- Hubspot report, AI Trends for Marketers 2023, focused on the market of AI content creation in marketing
Both surveys engaged with over 1000 professionals, and were very recent at that time.
AI Adoption Rate
- 84% are likely to use AI if it saves time or money
- 86% are likely to use it if it positively impacts the creative process.
AI Adoption Rate
- 56% of creators have been asked to use generative AI by brands
- Nearly 40% being asked already as early as 2022.
AI Adoption Rate
- 33% of marketers use AI for idea generation
- Over 75% believe AI enhances content quality and efficiency
Main Insights
User’s Control
Why it’s important
It is important to understand that while users want to enhance their capabilities using supportive tools (such as AI or other services), we must consider that users typically have a vision and particular requirements for their creations. They seek to maintain control over their creativity and professional expertise to ensure their unique value is reflected in their work.
Based on: Hubspot report, April 17, 2023 / Guerrilla interviews / Customer Success Data
Supporting Existing Workflows
Why it’s important
Circular Process - The Need for Review, Editing, and Testing
Why it’s important
Flexibility
- As the world constantly changes with new experiences, behaviors, and AI capabilities, it is essential to stay up-to-date while being able to adapt and evolve as needed.
- Considering current business resources and capabilities, it’s crucial to stay flexible. Embracing an explorative mindset allows for the addition or removal of tools or features as needed.
Why it’s important
Adoption Considerations - Scalability & Multi-functionality
- Scalable with us – benefit at the small stage and when we scale up
- Solves more than one problem
- Solving a headcount – keep the team small. 1 existing person can manage this tool.
Why it’s important
These insights highlight the practical needs and preferences of users, emphasizing the value of scalability, multi-functionality, and efficiency in tool adoption.
Analyzing AI & Multi-Functional Tools
Although AI tools incorporated new and unfamiliar technologies, some were incredibly easy to use and understand.
Key characteristics of tools with a great user experience:
Multifunctional Platform Structure:
- HP clearly represents the varied tool offerings.
- Easy access to uploaded assets from the platform or computer.
AI Editing Tools:
- Focused, clean interfaces with tailored layouts specific to each tool and editing purpose.
- Supports saving assets for further use.
Why it’s important
Management’s Vision - Resources Limitations
Why it’s important
Suggested Solutions
The Digital Studio
Adapting to the AI Boom - Strategic UX Design in a Changing Market
The digital studio empowers users with endless editing possibilities for asset creation. Using 360-degree raw assets from the photo-shooting studio, users can re-shoot, reposition, alter backgrounds, edit text, and more. A suite of AI tools enhances these capabilities, adapting to any stage of the workflow to boost productivity and creativity. The tool serves as a versatile companion, supporting and optimizing the asset creation process. With integrated insights, users can easily adjust assets based on performance data to ensure optimal effectiveness.
Combining Abilities for Market Advantage
In a competitive AI market, the integration of our 360-degree product shooting with advanced AI asset creation capabilities offers significant advantages for e-commerce marketers:
- Unique Value Proposition: Combining these technologies sets our platform apart by providing a more effective and innovative solution than both traditional methods and current AI offerings.
- Enhanced Processes and Control: By combining 360-degree raw assets with AI capabilities, users achieve full control over their product visuals.
- Workflow Integration: The solution seamlessly fits within existing workflows, empowering users with AI tools that support each stage of the workflow and its specific needs. This approach considers the different types of users involved at each stage, enhancing efficiency and productivity across the board.
Building Flexibility: The Role of Raw Assets
To further enhance our adaptive approach, in addition to a basic visual kit (provided by the physical 360 studio), we propose providing fully controllable raw assets, significantly improving user flexibility and control:
- Raw Asset Control: By offering the rawest version of assets captured in 360 degrees on a transparent background, users gain complete control over their digital products.
- Manual Customization: Users can adjust and customize these assets from any angle, tailoring them to their specific needs and preferences.
- Enhanced Flexibility: This approach enables users to continually update and refine their assets, allowing for highly dynamic content and maintaining a competitive edge in a rapidly changing environment. This flexibility, enhanced by AI, offers virtually limitless possibilities.
Additionally, the suggested displaying the raw assets with a dark infinity grid to emphasize their ‘rawness’ and create a studio-like feel. This grid allows users to imagine any background while enhancing the studio effect and highlighting the assets’ versatile nature.
This suggestion was verified to be feasible, as other features already in development facilitated its adaptation.
Design a Multi-Functional Platform
Why Start from the Big Vision – My Approach
Starting with the larger vision before defining the MVP allows for a clear strategic direction and cohesive design throughout the product’s evolution.
By defining the strategic goals and user experience up front, we make informed decisions about the MVP’s functionality, interface, and user journey.
This approach helps prioritize features, ensuring a value-focused MVP that integrates seamlessly with the overall product development. It also prevents patchwork development by providing a clear, coherent path from the MVP stage onward, allowing for a consistent and adaptable user experience as the product evolves.
Homepage Content Quick Overview
The homepage fosters continuous engagement and efficient asset creation:
- Insights Data: Provides actionable insights for ongoing content improvement.
- Your Products: Displays recent raw assets and notifies new users of pending assets.
- Editing and Engagement: Encourages engagement through raw asset cards and AI tool recommendations.
Creating a Complex Navigation System
Main Side Menu
The main side menu is divided into three sections:
- Brand and Assets Management: Focused on the unique aspects of each brand and to each product.
- Asset Creation: Central area for creating and adding products.
- Knowledge and Settings: Resources and customization options to tailor the tool to individual needs.
Main Side Menu
- Products button: Given that each brand could have multiple product types and various sub-products, a more complex navigation structure was necessary.
We evaluated several options but prioritized providing immediate access from the main navigation. This solution ensures users can quickly and easily find and manage their products, enhancing overall usability.
Tools and Workflow Integration
Tools’ Flexibility & Scalability
- Future Adaptability: Designed to evolve with changes and future needs, empowering users with new capabilities and tailored support.
- Scalability: The platform’s adaptable design supports a range of operations, from solo users to larger teams. Its versatile tools enhance the skills of individual users and boost the capabilities of team-based environments. This scalable approach ensures the platform remains relevant and empowering, regardless of the size or complexity of the user group.
Immediate E-commerce Marketing Fit: Ensuring Relevance from the First Impression
My approach focuses on setting the platform apart by integrating familiar marketing language and e-commerce design elements.
We emphasize tools and solutions that address various workflows, showcasing our deep understanding of the needs specific to professionals involved in e-commerce marketing asset creation.
By incorporating features for analyzing and improving asset performance, we provide practical value and facilitate continuous enhancement.
This strategy not only highlights the platform’s uniqueness but also ensures it stands out in the competitive landscape, clearly positioning it as a specialized solution for e-commerce marketing asset creation.
Integrating Brand Identity from the Start
Emphasizing the marketing language in different areas of the platform.
The platform starts by asking users to define their brand book details. This ensures all asset creation aligns with the brand’s identity, helping users create the best assets by understanding the core brand elements.
E-commerce familiarity
product representation
Each product is showcased with a main image and its variations, following standard e-commerce practices. Variations include different colors, positions, additional features, and accessories. By leveraging familiar e-commerce styles, this approach ensures users can easily navigate and understand product options. It also highlights the platform’s strong focus on e-commerce asset creation.
Insights and Data
Empowering Users’ Autonomy and control in Asset Creation
My MVP Recommendation:
AI Photo & Video Capture Digital Studio
Given CS’s insights, I’ve proposed initiating with a Photo and Video Editing Tool for the MVP. This empowers users with full autonomy and is based on several key factors:
- Customer Insights: Internal data shows a high demand for reshooting, repositioning, and editing, indicating that this tool will meet crucial needs in the asset creation process.
- Feasibility: Our development capabilities and existing tool API support the integration of this feature, making it a practical and viable option for early implementation.
- Enhanced Control: Users desire detailed control over their product images. This tool will provide precise customization and refinement, aligning with our research insights and AI capabilities.
Existing Internal Abilities: The 360-degree physical studio already uses AI to optimize camera movement. This technology can be seamlessly adapted to the digital platform, enhancing the tool’s effectiveness. - Impactful Combination: Combining 360-degree shooting with advanced editing capabilities will significantly improve e-commerce asset quality and versatility, offering substantial added value.
This approach ensures that the MVP includes essential features that address user demands while leveraging existing technologies for maximum impact.
Focused Features and Contextual Menus
Every tool in the digital studio is designed with specific actions in mind, minimizing distractions and making it easier for users to understand and use the tool effectively.
Beyond focusing on the main action, every aspect of the tool is tailored to guide users through each step of their task and support each stage of the process.
Users have the choice to skip steps if they prefer, allowing for a streamlined and adaptable workflow.
Guided by the Marketing Process
To give users autonomy and control, the video and photo tool integrates key marketing steps from the start, aligning with existing workflows.
- Target Segment: Users define specific target segments, ensuring assets are precise and relevant.
- Mood Board Options: Users can generate or upload mood boards to align with their creative direction.
- Brand Definitions: Predefined brand elements, can be activated via radio buttons, ensuring brand consistency
Background Generation and Product Positioning
Acknowledging that users often start with existing ideas, the tool allows them to define their concept, atmosphere, brief, or script.
Beyond AI-generated backgrounds, users can also upload custom backgrounds or select solid colors, ensuring flexibility in asset creation.
The tool offers both manual and automated modes:
- Manual Mode: Provides full control over product positioning, camera angles, and lighting, allowing users to craft their shots with precision.
- Automated Mode: Utilizes AI-driven camera shots, optimized in our physical studio based on e-commerce best practices, delivering high-quality results.
Users can switch products within the same background and studio setup.
The background is saved within the system, allowing users to reuse it for different products and maintain visual consistency across multiple assets.
Effortless Capturing and Realistic Shooting Experience
- Users can make multiple captures within the same session, which are saved automatically to the product page.
- The tool simulates a real camera experience by incorporating “flash” effects to enhance the feeling of creation and satisfaction.
Cross-Platform and Team Asset Sharing
Assets circulate seamlessly within the platform and beyond, supporting collaborative workflows, creative iteration, and cross-channel use.
- Team Collaboration: Share assets individually or in bulk for team feedback and iteration.
- External Sharing: Distribute to external platforms to support marketing and campaign needs.
- Asset Flow Within the Platform: Users can move assets across studios to refine or reuse them, offering creative flexibility.
Product and Assets Overview Page
This page provides a complete view of each product and its variations, including colors, shooting setups, and asset types.
Key Features:
- Full Product Overview: Displays all variations with options to add or request additional setups.
- Smart Filtering: Quickly sort assets by campaign, platform, asset type, and more.
- Performance Insights: Actionable metrics help optimize assets and enhance campaigns.
- Editing Access: Direct links to refine assets in different studios.
- Product Information & Requirements: View and edit specifications, marketing details, target segments, and campaigns.
- Direct Feedback: Request raw asset adjustments or share insights with the customer success team.
Key Takeaways
The design established a foundation for growth and innovation by:
- Management Alignment: Reflecting the strategic decision to enhance long- term engagement through subscription-based value.
Empowering Users Through - Autonomy: Giving users control over assets by enabling editing, iteration, and optimization directly within the platform.
- Aligning with Market Trends: Integrating AI capabilities to create a future-ready tool for e-commerce asset creation.
- Fostering Continuous Engagement: Incorporating features like performance insights, recommendations, and asset reuse to drive ongoing value.
Supporting Collaboration and - Flexibility: Catering to diverse workflows for individual users and marketing teams.
The work highlights the importance of aligning design strategies with user needs, business goals, and market trends, creating a scalable, user-centered product.
© 2024, Aviya Serfaty | Built by David Gershon