Role: Senior UX Designer & Researcher
Timeline: September 2024 – April 2026
Problem
TSIA members struggled to find and apply relevant research across a growing library of proprietary content, making it difficult to quickly answer business questions.
My role
Led discovery, UX research, information architecture, interaction design, prototyping, and post-launch research. Partnered with the Senior Director of Design and UX on visual design and product strategy.
Outcome
Launched TSIA's first AI products, enabling members to access trusted insights faster while increasing adoption and engagement.
TSIA needed a way to help members quickly access trusted insights while:
The challenge was creating an experience users would trust enough to incorporate into real business decision-making, while improving speed and reducing search effort.
Business Goals
User Goals
AI Content Assistant was TSIA's first AI-powered feature, designed to summarize research reports, webinar transcripts, and frameworks. I led UX research, competitor analysis, information architecture, user flows, wireframes, prototyping, and UI design.
The project established foundational AI interaction patterns, trust mechanisms, and user expectations that later informed AI Inquiry.
Building on lessons from AI Content Assistant, the team expanded the vision into AI Inquiry. I led discovery through Lean UX workshops, user flows, wireflows, interaction design, and prototyping to understand how members searched for information and where friction existed.
The goal shifted from summarizing individual pieces of content to helping members ask business questions in natural language and receive answers grounded in TSIA's proprietary research.
Building Trust in AI
Members needed confidence that AI-generated answers were accurate enough to support business decisions.
Solution → Added citations and links to supporting TSIA research.
Balancing speed with credibility
Members appreciated AI convenience but questioned answer reliability.
Solution → Grounded responses in TSIA's proprietary research and expertise.
Increasing Content Discoverability
Valuable research was often difficult to locate across a large content library.
Solution → Surfaced relevant insights through AI-powered search and recommendations.
After launch, I ran mixed-method research using analytics, surveys, interviews, and membership call reviews to understand how members used the experience and identify ways to improve adoption.
Key Findings
82% used AI Inquiry for strategic planning
Strong alignment with high-value business workflows.
Users trusted AI Inquiry more than ChatGPT
Because answers were grounded in TSIA's proprietary research and expertise.
46% used AI Inquiry as a backup tool
Revealing an opportunity to become the first stop for answers.
TSIA Intelligence evolved from TSIA's first AI feature into its flagship AI experience, helping establish the organization's AI strategy while driving measurable adoption and engagement.
69% increase in activated users
2,641 → 4,458 activated users (Oct 2025 – Apr 2026)
2x increase in weekly usage
95 → 224 weekly questions from paid members after campaign launch
Trust drives adoption. Members were more willing to use AI when answers were grounded in trusted TSIA research and supported by citations.
AI UX extends beyond the model. Transparency, answer quality, and presentation were as important as the underlying technology.
Research doesn't stop at launch. Post-launch insights revealed new opportunities to improve adoption and answer quality.
