AI Experience Design
Aimee AI Coach
Redesigned a static Q&A tool into a CFP-backed AI coach — now reaching over 1 million employees.
1M+
Employees reached
↑ X%
Session engagement vs. legacy
X+
Employer clients
Before & After
The transformation
Before
Keyword Q&A
Users had to know what to ask. No personalization, no follow-up, no next steps.
After
Conversational AI Coach
Proactive, empathetic, benefits-integrated — with guided next steps built into every exchange.
The Problem
Access to content isn't the same as guidance.
Nobody knew where to start
- Keyword search required users to already know what to ask.
- No connection between content and the employee's actual benefits.
- Sessions ended without a clear action or next step.
Generic AI wasn't an option
- Financial decisions are high-stakes — bad information causes real harm.
- The product needed to be trustworthy enough for employers to embed in their benefits platforms.
The Solution
From search tool to coaching system.
1
CFP-backed knowledge base
Not the open internet. Every response grounded in certified financial planner expertise.
2
Proactive prompting
Aimee suggests what to explore next, not just answering what was asked.
3
Benefits integration
Personalized to each employee's actual enrolled benefits.
Impact
Reaching millions.
1M+
Employees reached
↑ X%
Session engagement vs. legacy
X+
Employer clients
Learnings
What I took away.
01
Trust is the product
In high-stakes domains, the experience of trustworthiness matters as much as accuracy.
02
Proactivity changes behavior
Suggesting next steps drove more return visits than any UI change.
03
Constraints clarify
The CFP-only constraint made every design decision easier.