ELLA
An AI-powered guide designed to answer questions, reduce overwhelm, and help people make informed decisions in real time.
OverView
ELLA is an AI-powered digital product designed to help people navigate complex systems with clarity and confidence. Users often encounter fragmented information, unclear next steps, and high cognitive load. ELLA replaces that experience with real-time, conversational guidance that delivers clear, trustworthy answers when they need them most. As the sole designer, I led the end-to-end product design, shaping the interaction model, core user flows, and overall experience across web and call-based touchpoints.
The Challenge
Navigating complex systems often requires users to piece together information across multiple sources, leading to confusion, delays, and frustration. Traditional support models rely on static websites, long forms, or call centers, none of which provide immediate, personalized guidance. The challenge was to design a product that could deliver accurate, real-time support while maintaining clarity, trust, and ease of use in high-friction moments.
The Solution
I designed ELLA as a conversational product that replaces traditional navigation with real-time, guided interaction. Instead of searching through static content, users can ask questions naturally and receive immediate, structured responses tailored to their needs. The experience was designed to feel clear, supportive, and easy to engage with. Key design decisions included: • Conversational over navigational: Replaced traditional menus with a conversational interface to reduce cognitive load • Structured responses for clarity: Designed outputs to be concise, scannable, and actionable • Trust-first interaction design: Prioritized tone, consistency, and clarity to build user confidence • Multi-channel flexibility: Designed the experience to function across both web and call-based interactions
The Process
My process focused on translating complex requirements into clear, usable interactions: • Defined key user needs and use cases • Mapped conversational flows and interaction patterns • Designed wireframes and high-fidelity UI • Iterated on tone, clarity, and response structure • Partnered with development to bring the product to life The result was a product that reduced friction, improved clarity, and created a more supportive experience for users navigating complex decisions. ELLA also established a scalable foundation for delivering AI-driven support across additional use cases.
