NOAH
Designing an ambient AI executive assistant for founders, from 0→1
Work
Product Experience & Growth
Role & Team
Solo Product Designer leading 0→1, Early-stage
Overview
Noah is an ambient AI executive assistant which instead of a traditional interface, the product exists across:
- SMS
- Slack
- Real human moments
40%
churn reduction after onboarding redesign
45%
user growth through rapid product-led ad experiments
Defined activation framework for an ambient AI product
Designed trust system across SMS, email, and Slack
Redesigning Onboarding for Real Execution
The design challenge
Users connected accounts but didn't delegate
Onboarding felt like setup, not usage
Value wasn't experienced fast enough
For an ambient AI, delayed value creates doubt.
And doubt kills trust.
Shift + Solution
Mindset Shift
Old Mindset
Explain features + collect inputs through setup
New Mindset
Let users experience real-time behavior from the start
What I changed
- Streamlined calendar and SMS connection
- Introduced delegation during onboarding
- Designed onboarding to feel like live execution
40%
churn reduction
Faster
time to first delegation
Live
Users experienced the product in real time
This wasn't an interface redesign.
It was a behavior redesign.
Defining Trust for an Invisible System
With no single interface, I defined how Noah shows up across SMS, email, and Slack — where trust is built in micro-moments.
Defined Noah's communication voice
Human, competent, not robotic. Confident, without overstepping.
Designed when Noah intervenes
What to act on, what to ignore. Balancing helpfulness vs interruption.
Made delegation visible and trustworthy
Clear signals of what was handled. What wasn't, and why.
I treated language & context as the interface.
Design as a Growth Lever
I didn't separate product from growth. I connected product intent → user understanding → adoption.
45%
user growth in one week
Growth wasn't a marketing outcome. It was a clarity outcome.
Outcome
40%
churn reduction
45%
growth via experimentation
Framework
Clear activation framework defined
Alignment
Cohesive brand + product alignment
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