In partnership with Soul Machines, INFINITI set out to explore the future of customer engagement through AI. As UX Designer on the project, I defined the user experience strategy and conversation architecture behind Aimi, an AI-powered virtual assistant designed to help users explore vehicle models, compare features, and understand the brand.

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While certain aspects were predetermined by vendor technology (such as the avatar), I helped define the UX approach to ensure the experience was user-centered, strategic, and scalable. Aimi was launched as a proof of concept on INFINITI’s global website in 2023 and has since been recognized with a Nissan Innovation Award.

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• Analyzed customer journey pain points to determine where AI could meaningfully reduce friction and increase engagement.

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• Proposed and evaluated 10 potential assistant functionalities based on user value, technical feasibility, and business impact.

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• Designed conversation flows focused on guided discovery, forward momentum, and integration with the INFINITI website ecosystem.

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• Collaborated with copywriters to define tone of voice and align conversational language with INFINITI’s brand personality.

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• Introduced visual aids, image carousels and vehicle specification tables, to improve comparison flows and reduce cognitive load.

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• Established the documentation system for developers and vendors, including flow logic, UI states, and conversational triggers.

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• Designed usability testing to evaluate user trust, task completion, and clarity of interaction post-launch.

Guided Conversation Architecture

Built structured flows that ensured users were never left at a dead-end. Every interaction offered a clear next step or relevant call to action, turning conversation into a dynamic exploration tool.

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Visual Enhancements for Clarity

Added specification tables to help users easily compare vehicle models at a glance, one of the most positively received features during user testing.

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Knowledge System Design

Aimi operates on three levels of knowledge:

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• Level 1: predefined conversation flows

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• Level 2: curated INFINITI web pages as trusted data sources

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• Level 3: ChatGPT 3.5 fallback with restrictions

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I organized and structured Levels 1 and 2 to ensure accurate, brand-aligned responses.

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Vendor Collaboration and Documentation

Built a documentation framework that unified three external partners, ensuring every conversation state, UI component, and fallback behavior was clearly defined.

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Usability Testing and Continuous Improvement

Designed the testing approach using realistic tasks and mixed evaluation methods (quantitative + qualitative). Early results are being used to inform Aimi’s next iteration and wider rollout.

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• Recognized with a Nissan Innovation Award (2024) for excellence in customer experience innovation

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• Currently being evaluated for deployment beyond the global site into regional market websites, expanding its impact and reach

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• Positioned as a strategic foundation for future AI customer engagement at INFINITI

AI Experience Design

Gained hands-on expertise in designing AI behavior, understanding not just what AI can say—but how it should respond to support user trust and exploration.

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Leading Third-Party Collaboration

Coordinated across three external vendor teams, improving my ability to communicate requirements across disciplines, align expectations, and build tools (debugging systems, documentation) that kept development on track.

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Designing with Constraints

Vendor limitations pushed me to focus on what could be controlled—conversation logic, visual aids, user flows—reinforcing the importance of adaptability in emerging technologies.