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AI Copywriting Tool

An AI-powered copywriting tool that supports social media marketers by quickly generating content options based on a few descriptive words.

AI copy container.png

Team

Product Manager

Product Designer

Engineers

Role

Project Planning

Discovery and Research​

UX/UI Designer

Customer Interviews

Cross-team Collaboration​

Tools

Figma

FigJam

Fullstory

Gong

Productboard

Timeline

Three months

Brand Overview

Sprout Social is a social media management tool that helps businesses communicate with customers, collaborate with teams, and measure social media performance. It effectively manages multiple social media channels, optimizing a brand's strategy and saving the company time and money.

Problem

Social creators encounter writer’s block when generating relevant or engaging content to post on social media. They often have a lot going on at once, juggling various tasks, making their role quite demanding. 

The Solve

Provide an AI-powered copywriting tool in Compose that supports social media creators by generating content options based on a few descriptive words.

Design Process

Research

  • Reviewed Productboard feedback for insights into our customer needs

  • Competitive analysis

  • Researched and tested AI writing tools to better understand the landscape

Cross-team Collaboration

  • Collaborated with three other teams to align on the feature name (AI Assist), an icon, and the general UI design

  • Partnered with another designer to quickly generate several design options

  • Partnered with the design systems team and engineering to keep the project moving forward fast and efficiently

AI Assist Prototype
Compose empty.png
AI Assist Video, Final Design

Customer Feedback During Beta

Customer #1

"We find the tool helpful but always slightly change the copy to make it sound less robotic and more like our brand."

Customer #2

"I won't allow my team to use this tool. I don't trust it and want them to always double-check their work before posting. This seems too risky."

Customer #3

"As a media company we post a lot of links or data. When sharing data we have double check the post copy to make sure it's not sharing inaccurate numbers. It would be a nice option if AI could scrape the article and sum it up."

Reflection and Next Steps

  • Build users trust in the feature

  • Produce copy that reflects the brand voice by scrapping past post copy

  • Summarize a link that's been added to the compose field

  • Allow the feature to be turned on/off in settings

Metrics

41% Social media copywriters use AI for content creation
Over 65% of businesses use AI for content brainstorming and draft development

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of the company.

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