product design for AI greeting card creator
principal product designer // experience strategy • AI experience design • design leadership • interaction design • visual design • prototyping • UX research
I led the design of HP's upcoming AI-powered greeting card experience on the latest HP consumer app, enabling users to generate custom cards from personalized prompts. I drove product direction, interaction and visual design, user research, and strategy, collaborating with product management and stakeholders, and providing guidance and mentorship to the interaction and visual design team supporting this project. The UX vision and strategy for this project was largely driven by an initiative I led to create a global HP Print AI experience strategy to inform AI initiatives across consumer and enterprise experiences.
This feature is currently in beta. Contact me to see more examples of my design process.
business goal
HP sought to integrate AI printing into the new unified HP consumer app, creating new and engaging experiences that leverage generative AI. The goal of this project was to provide users with a personalized way to create and print custom AI-generated greeting cards.
user experience goal
The AI-powered greeting card initiative was originally centered around the power of AI, not users who might engage with the tool or their needs. My goal for this project was to build an experience strategy and a UI that exceeded HP's business goals by uncovering the user needs and sentiments surrounding both greeting card creation and AI tools, in order to create a user-centered experience that remained innovative while exceeding user needs.
design process
01/ discovery and alignment
As part of a broader AI initiative, I developed a comprehensive AI experience strategy deck for HP Print. This included defining AI principles and advocating for a user-centered UI strategy that pushed beyond initial business expectations. I then created a focused strategy for AI cards that aligned business goals, product objectives, and user insights, ultimately securing stakeholder buy-in to shift the product strategy toward a more user-centered approach.
02/ definition and exploration
To support a user-centered experience, I led our design team in conducting extensive audits of card experiences, from digital creation tools to traditional greeting card aisles. I built a detailed user journey that incorporated these learnings, and helped the team create wireframes, reviewing with partners and stakeholders throughout the iterative process. We then began prototyping and creating visual designs, leveraging HP’s design system while introducing new AI-specific patterns to the system.
03/ validation and iteration
Through multiple rounds of user testing and user surveys, we refined the AI card creation experience, improving usability and in combination with development constraints, ultimately leading to a pivot in the UI approach in order to make the overall process more intuitive and accessible for users unfamiliar with AI. I worked closely with UX research, engineering and product teams to balance user needs with development constraints, ensuring an optimal experience for users and the business.
04/ delivery and implementation
Partnering closely with engineering, I created detailed specs and flows alongside my design team. Our agile process required frequent design shifts, relying on close collaboration with developers to rapidly iterate and adapt while staying focused on a user-driven experience. The final product enables users to generate, personalize, and print greeting cards effortlessly, working within technical constraints and exceeding business expectations.
