IAM.AI:
UX Direction
Product Description
IAM.AI is an AI-powered lifestyle app that brings together a wide range of services—flights, groceries, movies, food delivery, personal organisation, cab-hailing, and more—all in one place. Powered by IAM+ AI technology, it seamlessly blends voice and touch navigation, allowing users to begin tasks with voice commands and complete complex actions through an intuitive interface.
Scaling IAM.AI to Market
At a pivotal stage, IAM.AI transitioned from an MVP tested internally to a product ready for market. My key responsibilities involved auditing the app to resolve major UX issues and inconsistencies, conducting user testing sessions, and leading product demos. Engaging the community through Discord was also essential to ensure user feedback was integrated into the final release.
Discord Community
A vital part of my role was engaging with the IAM.AI beta tester community on Discord. This allowed me to gather crucial feedback on the app’s daily use and relay key insights to the design and engineering teams. The community’s input was instrumental in addressing critical bugs and implementing high-value features, playing a pivotal role in the success of the app’s launch.
Benchmarking & Competitive Analysis
As IAM.AI prepared for market launch, a key focus was auditing the usability of existing features against competitor offerings. This analysis allowed us to refine overly experimental designs, aligning our product with proven market standards. By leveraging familiar patterns from leading competitors, we streamlined the user experience to ensure it was intuitive and market-ready.
Usability Audit of Existing User Experience Analysis
A core responsibility was auditing the existing applications within the Majid Al Futtaim ecosystem. By analysing their features and user flows, I translated key elements into the new design flows for the IAM.AI app. This ensured a cohesive user experience across both platforms while integrating the best practices from the established ecosystem.
Scaling the Design System & Design Tokens
A crucial responsibility on the IAM.AI team was managing the design system and introducing design tokens. These tokens bridged the gap between design and engineering, enabling faster, more efficient feature implementation. I led a team of six designers—spanning experience, interface, interaction, and motion—to streamline the integration of new patterns into the system, ensuring scalability and consistency across the product.
Low-Fidelity Prototyping
Another key responsibility was developing low-fidelity prototypes to test with users and collaborate with design team members and stakeholders. These prototypes helped communicate essential UX interaction patterns, ensuring the design team had a clear understanding of the key experiences that needed to be developed for the IAM.AI application.
Mid-Fidelity Prototyping
Following low-fidelity testing, mid-fidelity prototypes were developed to refine UX interaction patterns. These prototypes provided a more detailed exploration and were essential for communicating with the UI, interaction, motion designers, and engineering teams. They ensured that the UX patterns were clearly understood and accurately implemented in the application during the build phase.
High-Fidelity Prototyping
The last stage of prototyping involved creating high-fidelity prototypes to test end-to-end journeys, particularly complex booking flows. These prototypes were crucial for stress-testing interaction design, user journeys, and the interface. Gathering feedback from end-users allowed for incremental improvements across multiple iterations, ensuring a polished experience before the engineering team began building the final application.