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SQUERL.AI​​

• Patent Pending • Proof Of Concept •

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Overview:

Squerl.ai was developed as a Proof of Concept (PoC) featuring a mobile app for users and a content management system (CMS) for creators. The mobile experience focused on intuitive, engaging, and user-friendly content delivery, while the CMS was designed to provide a simple, accessible interface for creators of all skill levels to easily add and manage content.

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As the project evolved, generative AI became central to the experience. However, since that functionality is still in progress and currently in a patent-pending stage, the UX/UI work discussed here centers on the core feature set prior to full AI integration. AI is taking on the role of content delivery support by contextually providing additional content and user requested content.

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​Role:

Senior UX Designer 

Led UX efforts across the entire UI, ensuring team alignment on design direction throughout the project. Collaborated closely with stakeholders to keep the PoC within scope and focused on MVP requirements. Supported key user flows and core use cases that aligned with the product vision and user experience goals. 

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Responsibilities:

Collaborated with stakeholders to gather goals, requirements, and expectations. Led regular syncs to align on UX/UI direction, facilitate brainstorming, and maintain cross-team consistency. Contributed to all stages of design, from early concepts to final asset delivery, across both the mobile app and CMS.

Some of my contributions included:

• Applying research insights to inform design decisions.

• Ensuring consistency across both the mobile and CMS projects.

• Creating information architecture, wireframes, documentation, and interactive prototypes.

• Designing layouts, color palettes, iconography, and branding.

• Building the UI kit, final UI assets, and company logo.

 

Approach: 

As an original concept with no direct competitors, research focused on analogous products with similar functionality in different contexts. I gathered clear user stories for each feature to understand their value and impact. With strong foundational insights, I moved into design exploration. 

Key activities included:

• Conducted research on comparable apps and features.

• Created low-fidelity design explorations.

• Mapped user flows and built interactive prototypes.

• Conducted design audits to ensure UX and design intent were preserved in implementation.

• Collaborating with stakeholders and engineering in iterative feedback loops to align on goals and feasibility.

• Refined designs based on internal testing and feedback from stakeholders and the team.

Contributions

• Helped bring the stakeholder vision to life through collaborative, iterative design.

• Identified missing or evolving requirements through hands-on iteration and team feedback.

• Led UX design for all PoC features across the mobile app and CMS front-end experiences.

• Drove visual and interaction consistency across products and marketing to support a cohesive brand.

Challenges

• Limited availability across the team, as work was done during spare time, affecting coordination and velocity.

• Inability to conduct user testing due to confidentiality and patent-related restrictions.

• Had to adapt quickly as requirements shifted and new challenges emerged, including increased AI integration.

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Lessons Learned

• Without access to user testing, we relied on team expertise, research, and clear user stories to guide design decisions.

• Flexibility was key, designs had to stay adaptable, knowing that direction and priorities could shift rapidly in a PoC phase.

• Iteration wasn’t just helpful, it was necessary to uncover gaps and ensure the product vision remained viable and relevant.

 

Impact: 

Through iterative design, strategic problem-solving, and close cross-functional collaboration, we delivered intuitive, user-centered experiences that met both user needs and MVP goals. The PoC is now well-positioned for the next phase of development. 

Key outcomes:

• Delivered a unified experience across mobile, CMS, branding, and marketing, strengthening brand consistency and accelerating readiness for investor presentations.

• Built a fully functional PoC mobile app to validate the concept, demonstrate product-market fit, and support early-stage fundraising conversations.

• Delivered detailed CMS mockups that extended beyond MVP scope, reducing ambiguity and enabling smoother handoff to engineering for future phases.

• Positioned the business to confidently pitch to investors with a polished, end-to-end PoC that clearly demonstrated value from content creation through to user interaction.