Overview
Role: Product Designer
Duration: 2 weeks
As I’ve been diving deeper into the intersection of design and AI, I challenged myself to explore how generative AI could reshape the daily work of social media marketers. That’s how Wingly was born – a design sprint exploring intelligent, contextual, and assistive UX.
Research
Competitive Research
Researched 6+ AI-first tools across scheduling, content generation, and campaign analytics
Analyzed feature sets of emerging GenAI tools like FeedHive, Predis.ai, Copy.ai, and Flick, alongside established players like Hootsuite and Buffer.
Evaluated how GenAI, LLMs, and image generation are currently being integrated across the stack
Identified key innovation gaps: context-aware AI assistants, real-time feedback loops, and explainable performance summaries
User Interviews
To ground the product in real-world needs, I conducted user interviews with two social media marketing managers working in B2C environments. My goal was to understand their day-to-day workflow, pain points, and thoughts on integrating AI into content strategy.
Key Takeaways from Interviews:
Need help drafting content faster — They spend too much time writing, rewriting, and tailoring captions for different platforms.
Want AI-powered recommendations for campaign direction — Not just content ideas, but guidance on what’s trending, what’s working, and where to focus.
Prefer AI that suggests, not dictates — They want creative control and editing ability. AI should enhance—not override—their judgment or brand voice.
Findings
GenAI can now automate copywriting, visual creation, and post scheduling, dramatically reducing content production time.
AI has the potential to surface platform trends, recommend improvements, and forecast campaign performance based on past data.
There’s a growing opportunity to use AI for influencer discovery, content strategy optimization, and brand-aligned ideation—a space few tools currently address well.
Analysis
Persona
Crafting a persona helped me design with empathy and purpose by bringing the users to life.
Objectives
Design an end-to-end campaign creation and management experience powered by AI
Enable users to generate multi-post campaigns with captions, visuals, and hashtags using natural language prompts
Provide AI-assisted scheduling based on platform-specific engagement trends
Simplify analytics into actionable, explainable summaries using natural language
Offer content inspiration, influencer suggestions, and smart reply assistance
Build trust in AI through transparency, control, and co-creation
Assumptions
Target users are mid- to senior-level marketers managing 2–5 social channels
Users are open to using AI as long as they retain creative control
Users want quick insights, not raw data — especially for reporting and optimization
Constraints
The project was completed as a 1-week solo design sprint, limiting the depth of user testing and iteration
Platform support was intentionally scoped to Instagram, Facebook, TikTok, and LinkedIn
Advanced AI personalization features (e.g., brand voice training, user learning, PRO features) were considered out of scope for the MVP
Ideation
Storyboarding
I started with storyboarding to ground my solution in my personas real-world flow—thinking through where AI would be most helpful: during ideation, refinement, and review.
Brainstorming
I sketched multiple ideas before converging on the features that felt the most high-impact and intuitive for the persona—especially those that helped her be creative and strategic faster.
Information Architecture
Next, I created an information architecture to guide the wireframe design and ensure a seamless experience.
Prototyping
Design System
To move efficiently while maintaining visual consistency, I created a lightweight design system tailored to Wingly’s product needs. The system included reusable components such as:
Buttons
AI feedback cards
Input fields
Side panel
This foundational system allowed me to rapidly prototype new flows, maintain a cohesive visual language, and ensure the user experience felt unified across all screens.
Hi-Fi Prototype
Dashboard
The Dashboard provides a comprehensive, real-time overview of campaigns, engagement, and key performance metrics. It includes an Insight of the Day, showing actionable data, and Smart Tips for campaign optimization based on past performance.
Campaign
The Campaign screen lets users track and manage all aspects of a campaign, from creation to performance. It includes a quick overview of active campaigns, post performance, and allows users to edit and update content throughout the campaign lifecycle. With Campaign Creation, users can generate multiple posts in one go, including AI-generated captions, media, and hashtags. It includes a tone slider and easy-to-use drag-and-drop media editor, giving marketers complete control over the creative process.
Analytics
The Analytics screen gives a visual breakdown of engagement, reach, and performance. AI-generated summaries translate raw data into clear insights, offering actionable recommendations like “Try more carousel posts next week for better engagement.”
Schedule
The Schedule view is a calendar-based layout where users can easily drag and drop posts. AI recommends optimal posting times based on platform trends and previous engagement, with warnings if posts overlap or are poorly timed.
Inbox
The Inbox consolidates social interactions from all platforms, with smart filters (Urgent, Questions, Complaints, Praise). It offers AI-powered reply suggestions that can be personalized, making engagement management faster and more efficient.
Discover
The Discover screen surfaces the latest trending topics, content ideas, and relevant influencers. Users can quickly explore and incorporate popular trends or influencers into their campaigns, driving engagement through smarter content choices.
Wingly Chat
The Wingly Chat is an AI-powered assistant that helps users brainstorm ideas, generate captions, and strategize campaigns. It serves as an interactive co-pilot, answering questions like “What type of content works best for this campaign?” and offering suggestions accordingly.
User Testing
After creating a working prototype, I conducted quick usability testing sessions with two users. The goal was to evaluate clarity, usefulness of AI suggestions, and how intuitive the overall flow felt across campaign creation and analytics.
Key Feedback Highlights:
The flow of creating campaigns was smooth and appreciated
Users loved the tone slider and the ability to regenerate AI captions with brand context
Wingly Chat was helpful, but users wished it gave page-specific suggestions instead of the same generic responses everywhere
Users wanted the ability to create multiple posts
Analytics summaries were clear, but some users wanted to ask follow-up questions directly to the AI
