TrueState

Helping any business build their own GenAI solutions

UX Surgery · Strategy · Product Design

The Brief

TrueState is making custom Generative AI solutions quick and easy to create for any business. They had the technical parts in place, but their platform wasn't user-friendly for the non-technical target audience. This meant a lot of manual work for each client, which slowed down their ability to scale and develop the platform further.

Our Approach

We started by fixing immediate UX issues that could be resolved from Week One without major changes. We mapped out key user flows, identified major stumbling blocks, and suggested quick fixes which existing customers could instantly benefit from.

Through a series of workshops, we shifted the team's focus from being tech-centric to creating impactful user experiences. Together we defined principles, brand foundations, terminology, user journeys, and new features, while phasing out some old ones.

Building on these essentials, we redesigned the app around a new centrepiece: a canvas for users to visually build and configure AI solutions. We created an overall vision and then refined every interaction and edge case.

We've stayed on as long-term strategic partners, providing embedded design and product strategy support. This lets TrueState focus on their core tech and deliver great user experiences without building an in-house design team from scratch.

Global Collab

With the client on the other side of the world, suitable ways of collaboration came into focus right from the proposal stage. We thrived through the time zone difference through:

adjusting our workhours for lively workshops facilitated in Miro
setting clear weekly goals in writing
client access to all workspaces for asynchronous feedback
10-15 minute recorded demos of weekly progress
making judgement calls on what next step will be most impactful
regular feedback on ways-of-working

The Solution

We transformed the platform from being reliant on tables, forms, and code to one that's controlled through intuitive, visual no-code interactions. Our "Iterative Revolution" approach allowed us to keep serving existing customers without interruptions and the early UX improvements established practices, principles, and components that sped up new developments continuously.

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A big thank you to the team at TrueState for their trust and collaboration at every step and the continued partnership. Visit their site at www.truestate.co

UX surgery and research | Olena Bulygina
Product strategy and design | Thomas Essl

UX Issues diagnosed in one week

50+

New client leads after one month

Funding raised

$1.5M

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Working with Mustard Navy nudged us further into a user-first approach, instead of a more dev-led approach. While scary at first, we quickly realised this was the way to go.
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Irrelevant “nice-to-haves” became easier to identify and deprioritise, while Tom and the team were able to identify countless meaningful design wins for our customers' experience.

We also accelerated our development timelines by focusing on what matters most to our users - simplicity.

Will Ashford, CEO at TrueState