Hootsuite helps businesses manage and analyze content across multiple social channels.
While powerful, the product can feel overwhelming for first-time users, and its AI features often go unnoticed. This self-initiated redesign project focused on two goals: simplifying the onboarding experience and reframing AI as a credible, workflow-integrated assistant.
New users struggled with onboarding—dense data tables and unclear hierarchies made it hard to get started quickly.
2.
The AI features were rarely adopted because they felt like an add-on rather than a core assistant. The lack of transparency around how insights were generated further reduced user trust.
UIUX
AI-first Dashboard
Added a plain-language summary above the charts, so users can see “what changed today” without parsing every table.
Simplified Visualization
I replaced long pages of tables with tabs and modular cards to improve readability, trading off full data visibility for faster comprehension.
Simplified Visualization
We replaced long pages of tables with tabs and modular cards to improve readability, trading off full data visibility for faster comprehension.
Trust through Transparency
Most of users experienced “black-box anxiety” with AI outputs, so I added brief reasoning snippets to show how conclusions were derived, accepting slight interface complexity to build trust.
