I began my role as a Product Designer at Hive in Jan 2022. Throughout my tenure, I actively contribute to a range of key initiative. Due to the NDA policy, most products info are not open to public. This summary will provide a comprehensive overview of my pivotal contributions at Hive, encompassing brand design strategies, product design, and marketing designs.
Product Design
Design Strategy
Product Designer
San Francisco, CA
2022.01 -Current
01
Hive is a San Francisco based AI startup, focusing on providing full-stack cloud-based AI solution. Hive empower developers with a portfolio of best-in-class, pre-trained AI models that serves billions of customer API requests every month. Hive also offer turnkey software products powered by proprietary AI models and datasets, enabling breakthrough applications for critical business needs.
As a Product Designer at Hive, I had the privilege of engaging and leading in all of the products and marketing design projects that underscored my expertise in design strategies, product development, branding, and marketing design. These experiences allowed me to apply my skills effectively while contributing to the growth and success of the company.
02
As global attention on AI surged, Hive found itself at a pivotal moment. The rapid growth of the company, coupled with a shift in business focus and product strategy, highlighted the need for a comprehensive transformation to align with the evolving market landscape. Hive had to reposition itself as a leader in AI innovation, offering scalable, user-friendly solutions tailored to both enterprise and individual customers.
To achieve this, the transformation was structured into three strategic phases:
Existing Brand Analysis:
Conducted a thorough brand audit to identify key gaps and opportunities.
Brand Repositioning & Identity:
Defined a new brand positioning and redesigned the identity, establishing comprehensive guidelines.
Digital Touchpoint Optimization:
Launched a redesigned marketing website to showcase product repositioning effectively.
Component Audit & Preparation:
Audited existing product components in preparation for systematized design efforts.
Enterprise Product Modernization:
Integrated new technologies and sourced tools for enhanced enterprise products.
New B2C Product Strategy:
Developed MVP versions of consumer-facing applications.
Component Audit & Preparation:
Audited existing product components in preparation for systematized design efforts.
Design System Implementation
Implemented a scalable design system for consistent brand experience.
Design System Implementation:
Implemented a scalable design system for consistent brand experience.
Connecting Product Ecosystem:
Introducing Portal Dashboard allowing users accessing all product from a central hub.
Self-serve Product Strategy & Integration:
Introduced self-service R&D features and repositioned B2B and B2C product lines.
Unified Access & Marketing Alignment:
Launched a central portal to connect products, and updated marketing assets to support the new self-service offerings
03
When I first joined Hive, the company was undergoing a significant shift in its business focus, necessitating a substantial rebranding effort to align with the new mission. My contributions played a pivotal role in this transformative process. The rebranding plays a significant role for me and the design team to build our roadmap and making strategic decisions.
To start, we immersed ourselves in the intricate details of Hive's brand. We meticulously assess its brand value, identity, messaging, and visual elements. Through this in-depth analysis, we seek to identify areas of strength and opportunities for improvement. This project is the compass guiding us toward actionable insights, paving the way for future marketing and product strategies.
Once we have the analysis ready, we initiated the rebrand process right after. The project began with a visual identity refreshing, updated brand messaging, and a renewed market positioning strategy. In order to aligning the brand with the company vision, evolving market dynamics and customer expectations, we conducted thorough interview with the executives, marketing team and the product to ensure everyone is on the same page and the product roadmaps are aligned with the strategies.
Then, we put all the information together and build a brand book that aims to provide a guideline for internal teams to be aligned on the brand's visual and verbal identity, ensuring all the message going out or even internally are consistent, clear, and resonance across all communication channels.
While we are building the brand guideline for Hive, we also went through all the product and marketing material file to audit if all templates and universal components are updated. Our goal was to cleaning up and establishing a reusable and scalable design system for the company to easily access the design and marketing assets. Additionally, it aids the design team and the frontend engineers in efficient development.
04
Contributions to enterprise solutions included the redesign of existing dashboards and the development of new platforms from the ground up. These efforts addressed complex workflows, streamlined essential features, and ensured scalability and alignment with modern business needs.
The most essential product on our roadmap is the Hive Console. It is a centralized product hub for Hive where customers and internal employees can have a seamless experience to access to billing, account management, organization settings, and subscribed product service in one place. The context for this product is to build a straightforward flow to connect all the products that were scattered and solve the challenge with complex user and customer permission access.
Hive Predict serves as the foundation product for Hive. It is a management platform designed for monitoring, deployment, task viewing, and overall management of all Hive AI model usage. The former product platform come across the issue with over complicated learning curve and mixed up with functionality build for non-related use cases, has undergone a division, and Hive Predict is one of the outcomes. The redesign focused on optimizing the streamline operations and improving the most essential features within the platform.
Moderation Dashboard is one of the major product. It is an no-code required content moderation tool runs by AI models, while maintaining human moderator in the loop when necessary. Due to the unique use case of the product, we redesigned the entire product flow and service experience, aiming an enhanced the human-AI interaction, which allows users being able to instantly process the information generated by AI Models and utilize the platforms to perform moderation tasks based on their customized needs.
AutoML Dashboard is a fully customizable AI model training and machine learning dashboard. The design goal is to provide users with a user-friendly interface to configure, train, and manage AI models efficiently, promoting flexibility and ease of use in the machine learning process.
Mensio is an AI-driven platform to measure sponsorships, monitor cross-platform advertising, and better monetize premium ad inventory. This project centers on the comprehensive redesign of an AI-driven platform for feature updates on advertising, branded content, and sponsorship intelligence, aiming to optimize data analytics, insights, and reporting capabilities.
The development of customer-facing applications focused on building several apps from 0-1, delivering intuitive user experiences and visually appealing interfaces. Each app was tailored to specific use cases, meeting evolving consumer needs and market trends.
In Feb 2023, Hive released some new models to moderate the AI content trending on internet. We designed the AI Content Classifier, an AI-powered detection tool capable of identifying AI-generated text and images, and made it a browser extension for our users get access to the tool easily while browser on webpage. The goal for this project is to provide a quick design from 0-1 in a week, while maintaining all the necessary functionality and keep the UI clear and straightforward.
Hive Search is an AI-powered search tool, which will include functionalities like text and image search, reverse image search, image captioning, and content understanding chat. The design is to deliver a comprehensive and intuitive search interface that leverages AI for enhanced search experiences.
The AI Chat Tool is a chatbot equipped with AI capabilities to generate text-based content, operating as one of Hive's subsidiaries. The chatbot was designed to assist users in generating written content efficiently and effectively, catering to a wide range of applications.
The Visual Generation Tool is an AI-powered product that generates images and videos from text prompts, operating as one of Hive's subsidiaries. This initiative aims to establish a unique brand identity and develop user-friendly platforms for generating, editing, and sharing AI-generated artworks across webpages and mobile applications, ensuring a smooth and intuitive user experience.
The Character Generative Tool is an AI chat application designed to deliver personalized and captivating conversational experiences based on individual preferences, also operating as one of Hive's subsidiaries. The project's objective is to develop the product from 0-1, focusing on identifying the specific user demographic that will be drawn to the AI conversation model.
05
In the realm of marketing, I made substantial contributions by devising creative strategies and producing engaging content that elevated brand visibility and resonance. My efforts spanned various mediums, from advertisements and posters to emails and billboards, encompassing a comprehensive range of marketing materials. Additionally, I played a pivotal role in crafting internal documents and enhancing brand consistency, ensuring a holistic approach to marketing endeavors.
the company website served as our initial canvas for the marketing design rework. Our vision was to craft a visually captivating, informative, and full-funnel online tool, one that authentically mirrors the company's ever-evolving mission and message. In order to achieve our vision, we meticulously redesigned the sitemap, refreshed the content, revitalized visual assets and style, and elevated the overall user experience.
To ensure the consistent and visually appealing representation of the brand across various marketing channels and enhancing engagement and communication with the audience. We recreated all the Hive's marketing collateral, which extended across an array of mediums including online billboards, advertisements, flyers, emails, and blogs. The primary objective was to meticulously craft a cohesive and visually compelling brand presence across these diverse marketing channels.
06
Upon joining Hive, I have constantly trying to raise the awareness of brand presence and streamline the design processes. Additionally, I managed to proactively fostered an inclusive environment by providing guidance to new designers, facilitating their understanding of design processes, and offering career advice to aid in their professional development.
Upon joining Hive, I encountered a disorganized design process and a glaring absence of brand awareness. My initial challenge was to establish a strong design presence and awareness within the organization. The absence of research led to ad-hoc product development. We relied solely on customer requests and engineer capacity, perpetually lagging behind emerging issues. Thus, my role extended beyond design work to include the critical tasks of cultivating brand awareness and implementing a structured design process, both of which played pivotal roles in my journey at Hive.
Dedicated to fostering a supportive environment, I actively assist new designers in their onboarding process. As a AI company with various product lines in different industries, offering guidance and imparting industry insights is essential to any new hires joining the team. I organize 1 on 1 discussion sessions with designers in team, providing solutions to overcome ongoing challenges, sharing insights to help young designers building their design processes and offering career guidance to nurture their growth and enhance their skill set.
AutoML Dashboard is a fully customizable AI model training and machine learning dashboard. The design goal is to provide users with a user-friendly interface to configure, train, and manage AI ...
Kodak Vision is a rebrand project that focused on revitalizing the brand, Kodak, and identifying new product opportunities. It also entailed designing a VR creative workspace.
DiDi Switch is a new service model designed for one of the major transportation service company—— DiDi Chuxing.
