Persuava
Redesigning an AI content platform that went on to raise VC
Role
Lead UX/UI Designer
Year
2024
Deliverables
Live Site
persuva.ai ↗
Overview
Persuava (formerly Copywise) is an AI-powered content generation platform purpose-built for e-commerce marketers — helping them produce high-converting product pages, email campaigns, ad copy, landing pages, and advertorials at scale. With 700+ early adopters on a no-code foundation, the product had strong traction but a UX that was actively working against it. I led the full redesign: simplifying the core workflow, expanding the feature set to cover the entire e-commerce content lifecycle, and preparing the product for a VC fundraise.
Challenge
The onboarding funnel was bleeding users: it took 36 separate steps to generate a single piece of content, and most new sign-ups never made it to their first output. The existing interface wasn't communicating the platform's power — a marketer who arrived hoping to solve a real problem often left before seeing the value. On top of this, the team needed to add new conversion-focused output types (email templates, landing page builder, advertorials) and an AI audience generator, all while migrating off a WeWeb/Supabase architecture that had hit its ceiling.
Solution
I collapsed the core workflow from 36 steps to 5 — a single-screen experience where marketers define their product, pick an output type, and receive AI-generated content they can iterate on immediately. The dashboard was rebuilt as a clean, Notion-inspired workspace with clear project and output organization. I designed the full email template builder with modular content blocks optimized for e-commerce campaigns, a landing page builder with A/B variant generation for conversion testing, and a dedicated advertorial creation flow. Each output type was designed around its specific conversion context — email has different design constraints than a landing page, which differs from a product description. An AI audience generator was added as a core feature for precision targeting. In parallel, I designed a 100-page Webflow marketing site with knowledge base to support the fundraise.
Outcome
The MVP shipped in five weeks, already exceeding the original platform's feature coverage at launch. The redesigned onboarding flow addressed the core drop-off issue with a dramatically simplified path to first value. Persuava went on to secure venture capital funding — with the redesigned product central to the pitch.
Key Highlights
- Onboarding flow collapsed from 36 steps to 5 — core drop-off eliminated
- Email template builder designed with modular blocks for e-commerce campaigns
- Landing page builder with built-in A/B variant generation for CRO testing
- Advertorial creation flow added as a dedicated conversion-focused output type
- AI audience generator designed as a new core targeting feature
- 100-page Webflow marketing site delivered alongside the product redesign
- VC funding secured post-launch; redesigned product featured in pitch
36 → 5
Onboarding steps
5 weeks
MVP delivery
6
Output types designed
100+
Marketing site pages
Design Process
Discovery & Audit
Mapped the existing 36-step flow and identified where users were abandoning. Reviewed session recordings and spoke with early users to understand what they actually needed.
Information Architecture
Rebuilt the workspace structure around how e-commerce marketers actually think: by campaign, output type, and product — not by the platform's internal logic.
Core Flow Redesign
Collapsed content generation to 5 key inputs. Designed a real-time preview panel so users see AI output forming as they configure — immediate value, no waiting.
Output Type Design
Designed each output type separately: email templates with modular blocks, landing pages with A/B variants, advertorial builder with editorial flow, product descriptions with tone controls.
Marketing Site
100-page Webflow site covering homepage, pricing, all feature pages, knowledge base, and blog — built to convert trial signups and support the VC fundraise narrative.