Storyteller
Al slides integration
AI
New tool
Dig Insights - 2025
My role
Senior product designer - Designed some complex tools and UI
My team
2 Product Managers
2 Product Designers
Toolkit
Figma
Whimsical
Quick glance
What is Storyteller?
Context
An innovative tool
Storyteller is an innovative new tool on Upsiide that leverages survey data to automatically generate AI-powered slides and tables, providing users with clear, actionable insights. This product was developed to position Upsiide as a leader in the market research sector.
The project was a collaborative effort across the entire product team, working closely with the Insights team, who led the AI integration, and three dedicated engineering teams responsible for bringing the product to life.
Approach
Understanding our users
Although Storyteller originated as a stakeholder proposal, we first needed to validate user needs and use cases. The product team divided the research efforts, interviewing internal and external users about their data presentation workflows, particularly around exporting .CSV files into PowerPoint. We also analyzed common slide tools and emerging AI-powered solutions.
From this research, we identified the need for an intuitive, automated, and customizable experience. Each team member produced wireframes, and through collaborative discussions and stakeholder feedback, we refined these into the final design solution.
The solution
How does it work?
A few clicks away from a full deck
Decks, referred to as Stories, can be created in two ways: either by manually adding individually curated AI-generated slides, or by using the Co-Builder—a guided workflow that allows users to select the data they want represented, generating a full deck with AI in just a few steps. Both approaches support slide customization.
In addition, we introduced a highly requested Crosstabs feature, enabling users to quickly create data tables with advanced functionality and seamlessly add them to their slides.
A few clicks away from a full deck
Manual
Cobuilder
My role
Dashboard
Making the first step
My first task was designing the initial dashboard screen, which serves two key functions: enabling users to create new stories and view their existing ones. To support this, the UI needed to be clean, uncluttered, and intuitive.
I ensured consistency with the rest of the platform by maintaining familiar UI patterns, placing primary actions at the top, and designing story cards aligned with established components used across Storyteller. These cards mimic the first slide of each story for quick recognition and include status indicators for clarity.
Additionally, I collaborated with the product team and marketing to design a strong, effective empty state with a clear call-to-action, helping guide users to their next step.
Dashboard
Empty state
Crosstabs
Creating complex functionalities
In Crosstabs, I focused on designing the elements that can be added to tables and how they would be displayed. This included both existing survey elements and the creation of subgroups—aggregated data sets grouped under a single entity.
I collaborated closely with the Insights team to understand the functionality of subgroups within Crosstabs and designed the creation wizard to integrate seamlessly with the rest of the tool.
Slides
Different types of slides
I also designed several informational slide types to enhance the decks, which can be either AI-generated or manually added. This work included a UI cleanup across the tool to ensure consistency and clarity where applicable.
Results
This project was one of the largest initiatives the company has undertaken in years. It provided valuable opportunities to deepen my understanding of AI, enhance my mentorship experience with junior team members, and strengthen my cross-functional collaboration skills. Being part of the development of such an innovative tool was extremely rewarding.
The project underwent an extended production period, during which the team continuously refined the designs based on feedback from internal user testing. Storyteller officially launched in July 2025 and was very well received, contributing to a 10% increase in sign-ups and an 8% improvement in subscription retention.