Role
Designer & Developer
Team
Founder, Sales Team, me
RefleXant transforms four psychometric assessments into a personal profile and AI coach, Rubi, helps employees turn self-insight into practical workplace action.
Building the end-to-end experience
I designed the product from the ground up, defining assessment journeys, AI coaching conversations, dashboards, and the overall product identity. The focus was on making complex behavioural insights easy to understand and apply in everyday workplace scenarios.
Iterating with users
Working with founders, CXOs, and beta users, I refined the coaching experience through continuous feedback and usability testing. This helped shape clearer conversational flows, improve information hierarchy, and deliver a more engaging product experience.
Making complexity feel simple
The challenge was connecting assessments, AI coaching, team insights, and personal data into one clear journey without making the experience feel clinical or overwhelming.
Building Trust
Users needed to understand the value of their assessments and feel comfortable engaging with an AI using personal information.
Turning insights into action
The platform transformed assessment results into personalized, actionable coaching recommendations, making employee development more accessible through conversational AI and intuitive interfaces.
Validating the product direction
Rapid prototyping and user testing helped validate key product decisions before launch, resulting in a more polished experience aligned with both business goals and user needs.
Surfacing technical capabilities
Designing an AI product meant thinking beyond the interface—considering prompts, responses, context and feedback as one connected experience. The goal was to make the AI feel natural and useful, not simply technically capable.
Designing for humans
AI tools made it possible to develop and iterate much faster, but speed can make it easy to design for what an agent can infer rather than what a human naturally understands. I had to continually step back and make sure the experience remained intuitive without relying on AI to fill in the blanks.