AI Writing Tool
An AI-powered writing tool that supports social media marketers by quickly generating content options based on a few descriptive words
Team
Product Manager
Product Designer (me)
Engineers
Role
Project Planning
Discovery and Research​
UX/UI Designer
Customer Interviews
Cross-team Collaboration​
Tools
Figma
FigJam
Fullstory
Gong
Productboard
Timeline
Three months
Overview
Sprout Social is a social media management tool that helps businesses communicate with customers, collaborate with teams, and measure social media performance. It effectively manages multiple social media channels, optimizing a brand's strategy and saving the company time and money.
Problem
Social creators encounter writer’s block when generating relevant or engaging content to post on social media. They often have a lot going on at once, juggling various tasks, making their role quite demanding.
Solution
Provide an AI-powered copywriting tool in Compose that supports social media creators by generating content options based on a few descriptive words.
Design Process
Research
-
Reviewed Productboard feedback for insights into our customer needs
-
Competitive analysis
-
Researched and tested AI writing tools
to better understand the landscape
Cross-team Collaboration
-
Collaborated with three other teams to align on the feature
name (AI Assist), an icon, and the general UI design -
Partnered with another designer to quickly generate several design options
-
Partnered with the design systems team and engineering to
keep the project moving forward fast and efficiently
Suggestion Options
Tone Options
Beta Launch Feedback
Customer #1
"We find the tool helpful but always slightly change the copy to make it sound less robotic and more like our brand."
Customer #2
"I won't allow my team to use this tool. I don't trust it and want them to always double-check their work before posting. This seems too risky."
Customer #3
"As a media company we post a lot of links or data. When sharing data we have double check the post copy to make sure it's not sharing inaccurate numbers. It would be a nice option if AI could scrape the article and sum it up."
Final Design
Reflection and Next Steps
Build users trust in the feature
Produce copy that reflects the brand voice by scrapping past post copy
Summarize a link that's been added to the compose field
Allow the feature to be turned on/off in settings
Metrics
41% Social media copywriters use AI for content creation
Over 65% of businesses use AI for content brainstorming and draft development
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the company.