Context & Human-Centered Challenge
Organizations adopting AI face a choice: treat AI as a novelty, or design it as a trustworthy workflow that amplifies human decision-making.
I partnered with enterprise brands to create systems that prioritized confidence, control, and repeatable outcomes — enabling marketers to leverage AI responsibly and at scale.
Across engagements with Behr, Lufthansa, and Best Western, I designed workflows, guardrails, and user experiences that made AI usable, trustworthy, and scalable within marketing organizations.
TEAMMATES
Georgios Saliaris, January Holmes, Robert Redmond
Design Approach
Designing Guided AI Interaction Patterns
Across brands, one insight was consistent: AI adoption depends less on output quality and more on user confidence.
To support trust, I designed:
- Structured inputs instead of open-ended prompts
- Transparent preview and editing states
- Brand-aligned templates and tone frameworks
- Version comparison and approval workflows
- AI functioning as a collaborator.
Building Scalable Creative Systems
Rather than creating isolated campaigns, I focused on:
- Modular creative templates
- Parameter-driven content generation
- Embedded brand rules
- Repeatable production workflows
- Feedback loops tied to performance
This enabled teams to scale experimentation without sacrificing consistency.
My Role & Methods Used
In these engagements, I led the design of AI-assisted processes and interfaces that enabled marketers and creative teams to adopt generative AI responsibly. I led UX strategy and experience design for AI-assisted advertising workflows that:
- Balanced automation with brand control and governance
- Translated generative AI into structured, usable interfaces
- Designed trust-building feedback loops and preview states
- Enabled non-technical marketers to generate and refine creative
- Partnered with engineering and data science to ensure practical feasibility
Methods Used:
- Stakeholder interviews
- Workflow mapping
- Prototype testing
- Brand governance alignment
- Metrics analysis
Brand Outcomes
BEHR - AI-Enabled Consumer Engagement at Scale
Driving authentic interaction with structured AI experiences.
Designed a structured conversational ad experience that preserved brand tone while enabling dynamic consumer interaction.
Results:
- 15,000+ 1:1 conversations between BEHR and consumers
- 8.5% lift in foot traffic to BEHR exclusive retailers
- 17% increase in purchase consideration
- 45 seconds average time spent within the unit
Recognition:
- Silver Award — Tech Innovator Category
- Festival of Media Global Awards
- 6 IAC Awards, including Best of Show Online
BEST WESTERN - Personalized Creative for Distributed Teams
Scalable AI workflows enabling local marketing autonomy.
Designed AI-assisted creative generation workflows that empowered local marketers while maintaining brand governance.
Results:
- 2.2x higher time spent vs. Google Rich Media
- 42 seconds average time spent per session
- 48.6% incremental lift in visits to Best Western locations
Conversation Flow In Unit
LUFTHANSA - Brand-Constrained AI Creative Workflows
Maintaining a premium identity while accelerating iteration.
Randomized open‑ended questions to surface users’ intent and sentiment, interpreted those responses to offer tailored recommendations, and allowed follow‑up exploration.
Results:
- 44M total impressions served
- 18K active user sessions
- 3.5K conversations
- 14K total button clicks, including 3K clicks to lufthansa.com
- 3.7× more time spent in the unit compared to Google Rich Media interaction benchmarks
Impact Across Engagements
Across clients, AI-assisted systems delivered:
- Faster creative iteration cycles
- Increased engagement and dwell time
- Measurable lift in physical store visits
- Higher consumer purchase consideration
- Greater organizational confidence in AI workflows
These engagements reinforced a principle that continues to shape my design practice: UX must prioritize predictable interactions and transparent decision paths when integrating complex technologies, such as generative AI, into real-world workflows.
