Work Collection
Designing an innovative AI solution for Springbok website
Role
Ux Designer
UX Researcher
Timeline
Feb 2025- Mar 2025
Client
Springbok agency
Sector
Digital Solutions
AI Innovative
Summary
I was working at Springbok, a creative agency that helps brands grow with smart marketing and digital solutions. When they wanted to redesign their website, management was looking for a fresh, innovative idea using AI. But instead of jumping straight to the tech. I took a step back to really understand what our users needed first.
Summary
I was working at Springbok, a creative agency that helps brands grow with smart marketing and digital solutions. When they wanted to redesign their website, management was looking for a fresh, innovative idea using AI. But instead of jumping straight to the tech. I took a step back to really understand what our users needed first.
Summary
I was working at Springbok, a creative agency that helps brands grow with smart marketing and digital solutions. When they wanted to redesign their website, management was looking for a fresh, innovative idea using AI. But instead of jumping straight to the tech. I took a step back to really understand what our users needed first.
Client challenge
The client’s challenge is to move beyond a basic MVP website by adding AI features that improve the user experience, without losing the things that already work well. They need a site that keeps their brand strong, makes it easy for visitors to connect, and stands out from the competition.
Client challenge
The client’s challenge is to move beyond a basic MVP website by adding AI features that improve the user experience, without losing the things that already work well. They need a site that keeps their brand strong, makes it easy for visitors to connect, and stands out from the competition.
Client challenge
The client’s challenge is to move beyond a basic MVP website by adding AI features that improve the user experience, without losing the things that already work well. They need a site that keeps their brand strong, makes it easy for visitors to connect, and stands out from the competition.
Interpretation of the challenge
I saw this client challenge as a bridge between what the client wants and what users actually need. That's why I preferred to first review all the previous user research and arc stories and really identify the real pain points users were facing.
Interpretation of the challenge
I saw this client challenge as a bridge between what the client wants and what users actually need. That's why I preferred to first review all the previous user research and arc stories and really identify the real pain points users were facing.
Interpretation of the challenge
I saw this client challenge as a bridge between what the client wants and what users actually need. That's why I preferred to first review all the previous user research and arc stories and really identify the real pain points users were facing.
Here is the pain points
Unclear Problem definition
Unclear problem definition
Many users come to the Springbok website without knowing how to describe their exact marketing problem. They aren’t sure what they need or how to find the right solution.
Many users come to the Springbok website without knowing how to describe their exact marketing problem. They aren’t sure what they need or how to find the right solution.
Information overload
Visitors often get overwhelmed by all the information and services on the site. This makes it hard for them to know where to start or what’s most relevant for them.
Time-Consuming discovery
It takes users too long to figure out what Springbok offers and to find the service that fits their needs best.
Here is the pain points
What was my approach ?
Once I found the main pain points, I worked with my mentor and used the " 5 whys" method to dig deeper and find out what was causing those issues, not just using AI as a fancy tool, but first finding the real root problems.
To keep my ideas fresh, I also researched how leading companies use AI on their websites. And honestly, as I explored different sites and solutions, I realized that AI alone isn’t always the answer. So I saw how others tackled similar challenges and rethought my approach and looked for more user-centred solutions.
What was my approach ?
Once I found the main pain points, I worked with my mentor and used the " 5 whys" method to dig deeper and find out what was causing those issues, not just using AI as a fancy tool, but first finding the real root problems.
To keep my ideas fresh, I also researched how leading companies use AI on their websites. And honestly, as I explored different sites and solutions, I realized that AI alone isn’t always the answer. So I saw how others tackled similar challenges and rethought my approach and looked for more user-centred solutions.
What was my approach ?
Once I found the main pain points, I worked with my mentor and used the " 5 whys" method to dig deeper and find out what was causing those issues, not just using AI as a fancy tool, but first finding the real root problems.
To keep my ideas fresh, I also researched how leading companies use AI on their websites. And honestly, as I explored different sites and solutions, I realized that AI alone isn’t always the answer. So I saw how others tackled similar challenges and rethought my approach and looked for more user-centred solutions.
The final Challenge
How might we help visitors identify their marketing challenges and find the most relevant solution as efficiently and quickly as possible?
The final Challenge
How might we help visitors identify their marketing challenges and find the most relevant solution as efficiently and quickly as possible?
The final Challenge
How might we help visitors identify their marketing challenges and find the most relevant solution as efficiently and quickly as possible?
How did I transform my learning into a solution?
How did I transform my learning into a solution?
After doing my benchmarking, I made a list of possible solutions. Then, together with my mentor, we ran a brainstorming workshop where we put ourselves in the user’s shoes and mapped out the flow a user would take to reach their goal. We added the different ideas I’d found into this flow, step by step.
During this process, I realized that each solution needed to match a real user need and had to be tested in context. I also noticed that AI wasn’t necessary at every step, sometimes a simple solution worked better.
How did I transform my learning into a solution?
How did I transform my learning into a solution?
After doing my benchmarking, I made a list of possible solutions. Then, together with my mentor, we ran a brainstorming workshop where we put ourselves in the user’s shoes and mapped out the flow a user would take to reach their goal. We added the different ideas I’d found into this flow, step by step.
During this process, I realized that each solution needed to match a real user need and had to be tested in context. I also noticed that AI wasn’t necessary at every step, sometimes a simple solution worked better.
How did I transform my learning into a solution?
How did I transform my learning into a solution?
After doing my benchmarking, I made a list of possible solutions. Then, together with my mentor, we ran a brainstorming workshop where we put ourselves in the user’s shoes and mapped out the flow a user would take to reach their goal. We added the different ideas I’d found into this flow, step by step.
During this process, I realized that each solution needed to match a real user need and had to be tested in context. I also noticed that AI wasn’t necessary at every step, sometimes a simple solution worked better.
What was the solution?
We ended up with two main ideas:
A Quiz: Create a simple quiz to quickly learn about the user’s needs before suggesting personalized solutions.
AI-Driven Search Box: Build a Gen-AI powered search box that recommends relevant service packages and create a personalized homepage that users can even share with their managers.
What was the solution?
We ended up with two main ideas:
A Quiz: Create a simple quiz to quickly learn about the user’s needs before suggesting personalized solutions.
AI-Driven Search Box: Build a Gen-AI powered search box that recommends relevant service packages and create a personalized homepage that users can even share with their managers.
What was the solution?
We ended up with two main ideas:
A Quiz: Create a simple quiz to quickly learn about the user’s needs before suggesting personalized solutions.
AI-Driven Search Box: Build a Gen-AI powered search box that recommends relevant service packages and create a personalized homepage that users can even share with their managers.
Assumption
We assumed that if we collect some basic information from users right from the start, it would be much easier to offer personalised suggestions as they move through the journey. This way, we can better understand what the user needs and give more tailored answers.
With a personalized homepage (10%) from the very beginning , users are already one step closer to finding what they need. As they use an AI search box, it can make even more relevant recommendations. We assume that this step-by-step approach helps users feel comfortable and not overwhelmed or overloaded by information, and it builds trust, which leads to higher engagement in the end.
Assumption
We assumed that if we collect some basic information from users right from the start, it would be much easier to offer personalised suggestions as they move through the journey. This way, we can better understand what the user needs and give more tailored answers.
With a personalized homepage (10%) from the very beginning , users are already one step closer to finding what they need. As they use an AI search box, it can make even more relevant recommendations. We assume that this step-by-step approach helps users feel comfortable and not overwhelmed or overloaded by information, and it builds trust, which leads to higher engagement in the end.
Assumption
We assumed that if we collect some basic information from users right from the start, it would be much easier to offer personalised suggestions as they move through the journey. This way, we can better understand what the user needs and give more tailored answers.
With a personalized homepage (10%) from the very beginning , users are already one step closer to finding what they need. As they use an AI search box, it can make even more relevant recommendations. We assume that this step-by-step approach helps users feel comfortable and not overwhelmed or overloaded by information, and it builds trust, which leads to higher engagement in the end.
Validation
What still needs to be validated is whether users trust the process enough to answer the initial quiz, if they feel comfortable (not frustrated) doing it, and whether it really helps them find the right solution quickly.
Validation
What still needs to be validated is whether users trust the process enough to answer the initial quiz, if they feel comfortable (not frustrated) doing it, and whether it really helps them find the right solution quickly.
Validation
What still needs to be validated is whether users trust the process enough to answer the initial quiz, if they feel comfortable (not frustrated) doing it, and whether it really helps them find the right solution quickly.
What I Learned
During this project, and honestly, throughout my whole internship at Springbok, I learned what real UX design looks like in practice, not just the theories and clichés from textbooks.
I realized how important it is to deeply understand the user at the right stage of the process, and to shape every design decision around both user needs and client goals. The biggest lesson for me was that behind every design and solution, there should always be a reason. I constantly reminded myself to ask, “Why am I choosing this solution?” at every step of the process.
Another big takeaway was the importance of looking at what works in the real world. I made a habit of studying successful products and learning from them. My mentor also encouraged me to read up-to-date articles, so I could bring fresh ideas to the table and keep myself current in the field.
Throughout this journey, I learned to use real UX strategies, not just jump into designing, but to take time to truly understand the problem first, and keep coming back to that problem as the design evolved.
What I Learned
During this project, and honestly, throughout my whole internship at Springbok, I learned what real UX design looks like in practice, not just the theories and clichés from textbooks.
I realized how important it is to deeply understand the user at the right stage of the process, and to shape every design decision around both user needs and client goals. The biggest lesson for me was that behind every design and solution, there should always be a reason. I constantly reminded myself to ask, “Why am I choosing this solution?” at every step of the process.
Another big takeaway was the importance of looking at what works in the real world. I made a habit of studying successful products and learning from them. My mentor also encouraged me to read up-to-date articles, so I could bring fresh ideas to the table and keep myself current in the field.
Throughout this journey, I learned to use real UX strategies, not just jump into designing, but to take time to truly understand the problem first, and keep coming back to that problem as the design evolved.
What I Learned
During this project, and honestly, throughout my whole internship at Springbok, I learned what real UX design looks like in practice, not just the theories and clichés from textbooks.
I realized how important it is to deeply understand the user at the right stage of the process, and to shape every design decision around both user needs and client goals. The biggest lesson for me was that behind every design and solution, there should always be a reason. I constantly reminded myself to ask, “Why am I choosing this solution?” at every step of the process.
Another big takeaway was the importance of looking at what works in the real world. I made a habit of studying successful products and learning from them. My mentor also encouraged me to read up-to-date articles, so I could bring fresh ideas to the table and keep myself current in the field.
Throughout this journey, I learned to use real UX strategies, not just jump into designing, but to take time to truly understand the problem first, and keep coming back to that problem as the design evolved.