Piotrfolio
AI-powered content for small businesses
Frictionless experience and content customization
Impact Summary
We redesigned Smart Agency’s Social Studio to empower small businesses with flexible AI content generation — boosting user satisfaction by 58%, tripling NPS, and reducing content generation time from 14 to 0 seconds.
Attribute:
Sr. UX/UI Designer
Attribute:
Description
Attribute:
Description
Attribute:
Description
Loading Screen
Homepage
Post Preview
Post Recomms
Let’s start with data
Hotjar & Interviews as our guide
We used Hotjar recordings to identify issues in the existing flows, and followed up with a few user interviews to understand the user’s expectations and pain points.
OUR FINDINGS
Hotjar 🎥
⏱️ First click = 14 seconds
This was the time it took an average user to hit “Instagram Post”
👀 40% looked for prompts
4 out of 10 users found and used the input field to prompt their own ideas
😶 50% lingered in editor
5 in 10 stared at the generated post screen, suggesting something was off
Interviews 💬
🙈 Critical features hidden
“Wait, I can generate my own ideas?”
🙅🏻♀️ Missing authenticity
This is a good idea, but I want to upload my own photo.
🎆 Lacking content formats
Why is everything square? I can only use it for a post.
Defining the problem
The Challenge
The MVP version of Social Studio helped users generate Instagram posts - but the experience lacked flexibility and robustness. Here are our key assumptions:
- Social studio only supported static posts, resulting in repetitive and uninteresting content
- it lacked the minimum personalization so that the suggestions were too generic
- it was hiding key features that prevented the users from exploration and more control
My role was to evolve this MVP into a proactive, AI-powered system that feels intuitive and scalable - not just a content generator, but a creative partner.
Our hypothesis
If we offered more control, better format support, and clearer feature visibility, we could dramatically reduce friction and improve satisfaction of small business owners who manage content independently.
Concept & scoping
Our approach
We restructured the experience around the actual user goals that gave us focus for the initial concept kick-off and redefinition of the experience.
💭
User Goal
I want to
start fast.
I want to express my own ideas.
I need different content types.
I need more strategic guidance.
🎯
Solution
Preload AI content before editor opens.
Make prompt input more prominent.
Support multiple formats.
Add contextual guidance.
Cross-team alignment
Low-fidelity wireframes helped kick off alignment sessions with our PM and dev team, where we scoped the features based on feasibility and engineering bandwidth.
We trimmed where needed — prioritizing the most valuable and scalable ideas (like prompt input, multi-format output, and clearer entry points for user-generated content).
Testing & iteration
Testing insights 👀
The initial wireframes evolved into a second-iteration mix of low and high fidelity that was used to test the concept with real users and to identify the first usability issues.
🗺️ Insight 1
In-line navigation performs better than floating
Despite the vanishing content, the in-line navigation (B) turned out to be less disruptive.
👑 Winner
Insight 2
🌚 Export button lacks prominence
Apart from missing it, some mistook it as “Post” button, causing fear of publishing unfinished content.
Insight 3
📱 We can’t rely on tool familiarity
Our users aren’t social media proficient, so they missed visual cues that indicated a carousel content.
Beitragstyp auswählen
username
September 19
username Hier erscheint die Beschreibung deines Beitrags
Liked by you and 44,686 others
Instagram Feed4:5
Story9:16
Weiter
New experience
Since we looked at the experience holistically, we didn't end up focusing on just the media editor. The new designed ensured a proactive hand-holding approach from start to finish.
Let’s see how it turned out 🔍
What’s new 🔍
🗯️ Proactive suggestion
Content suggestion gets generated before the user starts the application, so it’s ready when they enter it.
👁️ Prominent critical feature
A designated action tile on homepage for own prompts lets the user test their creative ideas right off the bat.
✍🏻 AI-powered editing
Background edit, image-to-video & closed captions make content more engaging and personal.
🔀 Flexible till last step
AI makes strong recommendations but the user is empowered to repurpose the asset at any time.
🧠 Strategic guidance
User is supported by AI to maximize their reach by offering common tips to help their account grow.
Measurable impact ✨
💎 Content generation from 14 to 0 seconds
By adding content suggestion on the homepage, it costs users no time to generate content.
💎 User satisfaction up by 58 %
Compared to previous testings, 58% more customers said that the tool would meet their needs
💎 NPS score rose to 40
From the previous score of 10, the NPS score tripled compared to the MVP version.
Further possibilities
So... what now?
The objective of Social Studio is not to be just a content generator, but a more robust and data-driven creative partner. Here are the additional product levers for product growth:
🗯️ AI content feedback loop
Let users flag which generated posts they liked and explain the reason to be able to fine-tune future content suggestions.
🧮 Performance tracking
Based on the posting history, the system learns what works best for the user’s audiences so that it can give more accurate recommendations regarding time, format, hooks etc.
Other contributions
More behind the curtains
- Conceptualized and designed 5 responsive website themes with focus on accessibility
- Conceptualized and designed global settings UX
- Designed a hand-holding subscription management experience
- Crafted emotional, playful marketing content tone
- Worked on the user guidance concep
- Optimized the post recommendation logic for social media
Piotrfolio
AI-powered content for small businesses
Frictionless experience and content customization
Impact Summary
We redesigned Smart Agency’s Social Studio to empower small businesses with flexible AI content generation — boosting user satisfaction by 58%, tripling NPS, and reducing content generation time from 14 to 0 seconds.
Attribute:
Sr. UX/UI Designer
Attribute:
Description
Attribute:
Description
Attribute:
Description
Homepage
Loading Screen
Post Recomms
Post Preview
Let’s start with data
Hotjar & Interviews as our guide
We used Hotjar recordings to identify issues in the existing flows, and followed up with a few user interviews to understand the user’s expectations and pain points.
OUR FINDINGS
Hotjar 🎥
⏱️ First click = 14 seconds
This was the time it took an average user to hit “Instagram Post”
👀 40% looked for prompts
4 out of 10 users found and used the input field to prompt their own ideas
😶 50% lingered in editor
5 in 10 stared at the generated post screen, suggesting something was off
Interviews 💬
🙈 Critical features hidden
“Wait, I can generate my own ideas?”
🙅🏻♀️ Missing authenticity
This is a good idea, but I want to upload my own photo.
🎆 Lacking content formats
Why is everything square? I can only use it for a post.
Defining the problem
The Challenge
The MVP version of Social Studio helped users generate Instagram posts - but the experience lacked flexibility and robustness. Here are our key assumptions:
- Social studio only supported static posts, resulting in repetitive and uninteresting content
- it lacked the minimum personalization so that the suggestions were too generic
- it was hiding key features that prevented the users from exploration and more control
My role was to evolve this MVP into a proactive, AI-powered system that feels intuitive and scalable - not just a content generator, but a creative partner.
Our hypothesis
If we offered more control, better format support, and clearer feature visibility, we could dramatically reduce friction and improve satisfaction of small business owners who manage content independently.
Concept & scoping
Our approach
We restructured the experience around the actual user goals that gave us focus for the initial concept kick-off and redefinition of the experience.
💭
User Goal
I want to start fast.
I want to express my own ideas.
I need different content types.
I need more strategic guidance.
🎯
Solution
Preload AI content before editor opens.
Make prompt input more prominent.
Support multiple formats.
Add contextual guidance.
Cross-team alignment
Low-fidelity wireframes helped kick off alignment sessions with our PM and dev team, where we scoped the features based on feasibility and engineering bandwidth.
We trimmed where needed — prioritizing the most valuable and scalable ideas (like prompt input, multi-format output, and clearer entry points for user-generated content).
Testing & iteration
Testing insights 👀
The initial wireframes evolved into a second-iteration mix of low and high fidelity that was used to test the concept with real users and to identify the first usability issues.
🗺️ Insight 1
In-line navigation performs
better than floating
Despite the vanishing content, the in-line navigation (B) turned out to be less disruptive.
👑 Winner
Insight 2
🌚 Export button lacks prominence
Apart from missing it, some mistook it as “Post” button, causing fear of publishing unfinished content.
Insight 3
📱 We can’t rely on tool familiarity
Our users aren’t social media proficient, so they missed visual cues that indicated a carousel content.
Beitragstyp auswählen
username
September 19
username Hier erscheint die Beschreibung deines Beitrags
Liked by you and 44,686 others
Instagram Feed4:5
Story9:16
Weiter
New experience
Since we looked at the experience holistically, we didn't end up focusing on just the media editor. The new designed ensured a proactive hand-holding approach from start to finish.
Let’s see how it turned out 🔍
What’s new 🔍
🗯️ Proactive suggestion
Content suggestion gets generated before the user starts the application, so it’s ready when they enter it.
👁️ Prominent critical feature
A designated action tile on homepage for own prompts lets the user test their creative ideas right off the bat.
✍🏻 AI-powered editing
Background edit, image-to-video & closed captions make content more engaging and personal.
🔀 Flexible till last step
AI makes strong recommendations but the user is empowered to repurpose the asset at any time.
🧠 Strategic guidance
User is supported by AI to maximize their reach by offering common tips to help their account grow.
Measurable impact ✨
💎 Content generation from 14 to 0 seconds
By adding content suggestion on the homepage, it costs users no time to generate content.
💎 User satisfaction up by 58 %
Compared to previous testings, 58% more customers said that the tool would meet their needs
💎 NPS score rose to 40
From the previous score of 10, the NPS score tripled compared to the MVP version.
Further possibilities
So... what now?
The objective of Social Studio is not to be just a content generator, but a more robust and data-driven creative partner. Here are the additional product levers for product growth:
🗯️ AI content feedback loop
Let users flag which generated posts they liked and explain the reason to be able to fine-tune future content suggestions.
🧮 Performance tracking
Based on the posting history, the system learns what works best for the user’s audiences so that it can give more accurate recommendations regarding time, format, hooks etc.
Other contributions
More behind the curtains
- Conceptualized and designed 5 responsive website themes with focus on accessibility
- Conceptualized and designed global settings UX
- Designed a hand-holding subscription management experience
- Crafted emotional, playful marketing content tone
- Worked on the user guidance concep
- Optimized the post recommendation logic for social media
Piotrfolio
Helping businesses grow on Instagram
Frictionless experience and AI-content customization
Impact Summary
We redesigned Smart Agency’s Social Studio to empower small businesses with flexible AI content generation — boosting user satisfaction by 58%, tripling NPS, and reducing content generation time from 14 to 0 seconds.
Primary Role:
Sr. UX/UI Designer
Time Frame:
01.2025 - 07.2025
User Base:
10.000+
Industry:
Marketing
Let’s start with data
Hotjar & Interviews as our guide
We used Hotjar recordings to identify issues in the existing flows, and followed up with a few user interviews to understand the user’s expectations and pain points.
OUR FINDINGS
Hotjar 🎥
⏱️ First click = 14 seconds
This was the time it took an average user to hit “Instagram Post”
👀 40% looked for prompts
4 out of 10 users found and used the input field to prompt their own ideas
😶 50% lingered in editor
5 in 10 stared at the generated post screen, suggesting something was off
Interviews 💬
🙈 Critical features hidden
“Wait, I can generate my own ideas?”
🙅🏻♀️ Missing authenticity
This is a good idea, but I want to upload my own photo.
🎆 Lacking content formats
Why is everything square? I can only use it for a post.
Defining the problem
The Challenge
The MVP version of Social Studio helped users generate Instagram posts - but the experience lacked flexibility and robustness. Here are our key assumptions:
- Social studio only supported static posts, resulting in repetitive and uninteresting content
- it lacked the minimum personalization so that the suggestions were too generic
- it was hiding key features that prevented the users from exploration and more control
My role was to evolve this MVP into a proactive, AI-powered system that feels intuitive and scalable - not just a content generator, but a creative partner.
Our hypothesis
If we offered more control, better format support, and clearer feature visibility, we could dramatically reduce friction and improve satisfaction of small business owners who manage content independently.
Concept & scoping
Our approach
We restructured the experience around the actual user goals that gave us focus for the initial concept kick-off and redefinition of the experience.
💭
User Goal
I want to start fast.
I want to express my own ideas.
I need different content types.
I need more strategic guidance.
🎯
Solution
Preload AI content before editor opens.
Make prompt input more prominent.
Support multiple formats.
Add contextual guidance.
Cross-team alignment
Low-fidelity wireframes helped kick off alignment sessions with our PM and dev team, where we scoped the features based on feasibility and engineering bandwidth.
We trimmed where needed — prioritizing the most valuable and scalable ideas (like prompt input, multi-format output, and clearer entry points for user-generated content).
Testing & iteration
Testing insights 👀
The initial wireframes evolved into a second-iteration mix of low and high fidelity that was used to test the concept with real users and to identify the first usability issues.
🗺️ Insight 1
In-line navigation performs better than floating
Despite the vanishing content, the in-line navigation (B) turned out to be less disruptive.
👑 Winner
Insight 2
🌚 Export button lacks prominence
Apart from missing it, some mistook it as “Post” button, causing fear of publishing unfinished content.
Insight 3
📱 We can’t rely on tool familiarity
Our users aren’t social media proficient, so they missed visual cues that indicated a carousel content.
Beitragstyp auswählen
username
September 19
username Hier erscheint die Beschreibung deines Beitrags
Liked by you and 44,686 others
Instagram Feed4:5
Story9:16
Weiter
New experience
Since we looked at the experience holistically, we didn't end up focusing on just the media editor. The new designed ensured a proactive hand-holding approach from start to finish.
Let’s see how this turned out
What’s new 🔍
🗯️ Proactive suggestion
Content suggestion gets generated before the user starts the application, so it’s ready when they enter it.
👁️ Prominent critical feature
A designated action tile on homepage for own prompts lets the user test their creative ideas right off the bat.
✍🏻 AI-powered editing
Background edit, image-to-video & closed captions make content more engaging and personal.
🔀 Flexible till last step
AI makes strong recommendations but the user is empowered to repurpose the asset at any time.
🧠 Strategic guidance
User is supported by AI to maximize their reach by offering common tips to help their account grow.
Measurable impact ✨
💎 Content generation from 14 to 0 seconds
It costs users no time to generate content, now that the suggestions appear automatically on the homepage.
💎 User satisfaction up by 58 %
Ratings showed 58% more customers would meet their needs with this solution compared to previous testings.
💎 NPS score rose to 40
From the previous score of 10, the NPS score tripled compared to the MVP version.
So... what now?
Further possibilities
The objective of Social Studio is not to be just a content generator, but a more robust and data-driven creative partner. Here are the additional product levers for product growth:
🗯️ AI content feedback loop
Let users flag which generated posts they liked and explain the reason to be able to fine-tune future content suggestions.
🧮 Performance tracking
Based on the posting history, the system learns what works best for the user’s audiences so that it can give more accurate recommendations regarding time, format, hooks etc.
More behind the curtains
Other contributions
- Conceptualized and designed 5 responsive website themes with focus on accessibility
- Conceptualized and designed global settings UX
- Designed a hand-holding subscription management experience
- Crafted emotional, playful marketing content tone
- Worked on the user guidance concep
- Optimized the post recommendation logic for social media