Building a tool that can simulate target user behavior to predict their needs and uncover critical product insights—before launch or testing with real users.

Client

Featurely AI (Stealth Startup)

Role

Product Designer (Contract)

Project details

Timeline: May 2025 - June 2025

Team:

Problem

" New users often feel lost when they first land on the app. Navigation isn’t obvious, and the value of the product isn’t immediately clear. "

- Dhara Mehta, CPO @ Featurely AI

Underlying challenges

Complex user flow

The existing user flows were quite confusing, especially for new users, and the time to value was too high.

Choice overload

The initial UI was cluttered, with all features crammed into one screen without context, making it overwhelming for new users.

Summary

Featurely currently operates in stealth mode with a closed group of founders and researchers and an open waitlist. The company needed a polished MVP to support its public launch and fundraising efforts. I was brought on as an end-to-end product designer to optimize the user experience and guide feature development.

Process

I conducted stakeholder workshops and interviewed product leaders, UX researchers, and designers at the UXDX conference to uncover challenges with existing research tools and reactions to synthetic users. I translated these insights into user journey maps and a collaboratively prioritized backlog.

I led a tiered innovation strategy to accelerate product adoption and reduce time-to-value. As a Quick Hit, I overhauled the onboarding flow—now live and driving smoother first-time user experiences. Building on that, I proposed a Small Bet: a streamlined “Quick Test” flow that slashed time-to-value by 52.7% (5.12 min → 2.28 min) during our user testing. For the Big Bet, I conceptualized and designed an AI-powered Test Flow Builder, projected to further reduce time-to-value by 63.6% (5.12 min → 1.54 min), while eliminating manual setup overhead and paving the way for scalable, future iterations.
(Michelle Pearson’s “Balancing Portfolio Framework")

Feel free to reach out for more details.

Old home screen

Old navigation flow

New home screen

New navigation flow

Curious about the journey? Let’s dive deeper

This showcase is merely a glimpse; the true essence lies in the journey itself. If you're intrigued, let's chat—I’ll happily share insights, challenges, and even some juicy gossip from behind the scenes.

Let’s talk