NDA Startup 

Lead UX/UI Designer

Responsible for research translation, user flows, wireframes, interface design, component system creation, prototyping, and UI for both mobile and web environments. Worked in weekly sprints with engineering, product leadership, and business stakeholders.

 

Key responsibilities:

 

• Product architecture & flow mapping

• User journey design (B2C + B2B)

• UI design for mobile and desktop

• Design system creation

• AI-assisted workflow design

• Developer handoff & iteration cycles

• Long-term product evolution toward MVP

This project was a multi-year partnership with a venture-backed startup operating in stealth mode. The goal was to create a scalable, modern product that served both B2C users and B2B partners — balancing clarity, usability, and AI-driven efficiency.

 

Working directly with the founding team, I led the complete UX/UI direction, building a product ecosystem that blends onboarding, content flows, internal dashboards, and automated operations into one unified experience. While the product and business model remain confidential, the core focus was designing a digital system that feels simple on the surface and powerful underneath.

Because the product serves two audiences (business users and end consumers), the biggest challenge was designing a system that felt simple and intuitive, despite multiple user pathways, data types, and operational workflows happening behind the scenes.

 

The team also needed an interface that could support:

 

• AI-powered recommendations

• automated task flows

• multi-step decision making

• real-time state changes

• evolving MVP feature sets

 

All while remaining scalable, modular, and easy for engineering to build on top of.

I led the UX/UI from early concepting to high-fidelity final product. This included:

 

1. Product & UX Architecture

 

• Mapping the core flows for both B2B and B2C

• Turning complex, multi-step tasks into simple interactions

• Defining the product hierarchy and navigation model

 

2. AI & Automation Integration

 

• Designing surfaces for AI-assisted actions

• Identifying high-leverage points where automation could replace manual work

• Creating UX patterns that communicate “smart suggestions” clearly but unobtrusively

 

3. Full Mobile Design System

 

• Components, spacing system, color + type tokens

• Interaction standards

• Edge-case states and error handling

• Responsive rules for future platform expansion

 

4. MVP Readiness

 

• Prioritizing features for phased releases

• Working directly with engineering to ensure feasibility

• Iterating weekly alongside PMs and founders

A significant part of the project was mapping both sides of the product:

 

 

B2C Experience

 

• Frictionless onboarding

• Guided decision-making

• Clear task flows

• Minimal cognitive load

• Smart defaults powered by AI

• Visual cues + micro-interactions to increase confidence

 

 

B2B / Internal Tools

 

• Dashboard for managing users

• Automated workflows

• Internal actions surfaced clearly

• Real-time processing visibility

• Search, filtering, and admin-level control

 

Each system was designed to be simple, fast, and intuitive — even with complex backend logic.

AI became a core layer of the product — not an afterthought.

 

I designed flows where AI handles:

 

• Smart recommendations

• Automated content creation

• Workflow predictions

• Real-time user guidance

• Internal workload reduction

• Fast processing for B2B dashboards

 

The result is a product that feels modern, personal, and efficient — with less manual intervention for the team.

By the end of the design engagement, the startup moved from fragmented early concepts to a fully realized product ecosystem. The result is a modern, scalable platform designed for real-world use — combining strong UX foundations with thoughtful visual design and AI-powered automation.

 

The final deliverables included:

​

• A complete end-to-end mobile and web product, mapped across all core user journeys

• A modular design system built for long-term scalability across new features and future product lines

• A polished visual identity and interaction language, unifying the entire experience

• AI-driven workflows that streamline onboarding, data entry, and operational tasks for both B2B and B2C users

• Clear product flows and handoff packages ready for engineering implementation

 

The platform now sits at the edge of full MVP readiness, with a clear roadmap, validated user flows, and production-ready UI — positioned for development, refinement, and eventual market launch.