RetailTechHoReCaAI ProductInsurTechNutrition & DietE-Commerce
Case tags
AI-assistant
SME management
User Interviews
B2B
SaaS
12 February 2025
Eugene Kovpak
Senior UX/UI
kovpakeugene@gmail.com
or find me on
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Auro

The Essentials

Auro was a 0→1 product where I designed the experience of an AI-powered SaaS platform for small and medium-sized businesses. The product was built to turn fragmented business data into actionable marketing guidance through an AI assistant. I worked on the first-use flow, dashboard, profile architecture,
and data input logic.

Key
Results

Primary Result
4/5 users understood Auro's
value after the first interaction.
Validated in Usability testing
Secondary Result
4/5 users found at least one business-context tool relevant to their needs.
Validated in Usability testing

Strategic
Insights

User flow
Users did not clearly distinguish Auro from other AI tools, so the difference had to be made visible immediately.
Integrations
The contextualizing should be automated using plugins/integrations, if possible.

Thinking
Points

AI and Business context
I should give the user as many instruments to make context as possible
so that the AI-product will be valuable enough for them.

My Role

Role: UX/UI Designer
Period: 4 months
Team: Solo
Responsibilities: Product strategy, first-use flow, information architecture

Business Context

About

Auro is a B2B SaaS platform for SMEs designed to support business operations through AI-assisted search, expert knowledge access, and internal management tools.

Business Goals

Conversion Goal
Communicate the product’s value within the first 15 seconds and reduce hesitation before subscription.
Personalization Goal
Create a more personalized AI experience by giving the system richer business context.

Validated Problem

Users did not clearly distinguish Auro and BarniAI from free general-purpose AI tools, which weakened perceived value and reduced willingness to subscribe.
Validated through user interviews

Decision One

Making the Unique Value Visible Instantly

To show users how Auro differs from general-purpose AI tools through immediate, product-specific value.

Decision Two

Providing Subscription Plans for User

To simplify the process of purchasing a subscription plan while using minimum screens with progress bar.

Decision Three

Creating Business Context

To enrich AI outputs with structured, multi-source business information.

Decision Four

Integrations

To reduce manual updates by connecting live business data sources.