05 · Selected work
Novus Insights
Put generative AI where survey creation actually stalls, so a brand manager can start from intent, not from a blank questionnaire.
- Year
- 2023–2024
- Type
- B2B SaaS · AI
- Role
- Lead product designer
- Focus
- IA + team lead
The tension
Brand managers can spend a day writing a questionnaire they are not trained to write. The delay is not “insights.” It is the first blank page: objectives, audience, sections, question types. Novus, a research firm out of Singapore, wanted AI inside that job, not another mode labelled Ask sitting next to the old tools.
What I designed
I led product design across survey creation, ad testing, personas, and insights, plus a team of designers, after we pressure-tested feasibility, desirability, and viability with brand managers before committing to an MVP.
- A prompt that starts from research intent: goals, audience demographics, preferred sections.
- Generated questionnaires a person can still edit, plus suggestions drawn from prior prompts and practice, not a sealed output.
- IA and UI foundations so survey, test, persona, and insight stayed one product as new research types landed.
How I worked
This was a lead role, not a lone-wolf file. I set the structure, reviewed craft, and kept the product from fracturing into four mini-apps. The system had to outlast any one screen I drew.