Agentic Content System
Ellie’s role: Direction & product Design
This is an ongoing project in my current role at People Inc. as Design Director of Ad Product. This AI-powered experience solves limitations around surfacing personalized content at scale. For each user, a personalized and succinct combination of content is served from a larger pool of products, articles, videos and tips that are carefully curated in partnership with our clients.
The product also solves problems around user trust by using AI for personal assistance rather than as a generative risk; While the experience is agentic, the content is 100% human.
Systems Thinking
With a base set of components and consistent brand variable mapping, we can stand up new pages with unique content at a lower cost. While the overall technology and user flow is the same, each build can focus on quality content, and individual client brand messaging and timelines with AI tuning.
This consistency also allows us to iterate and innovate quickly. On Parents.com, we curated a collection of skincare & bath product solutions for new moms with postpartum concerns, sponsored by Procter and Gamble. On Health.com, the page is dedicated to organizing and simplifying pharmaceutical information related to psoriatic arthritis. Performance data and qualitative research studies on each of these builds show us which components are most successful in reducing friction towards conversion, and driving positive user engagement. As such, these two MVP products inform the design of a repeatable framework for agentic content that we can produce at scale under one design system.
Meridian Token System by Christi Boudewyns, Senior Director of Design Systems
About the Agent
Users may arrive to the site from various ads & marketing across editorial articles, social media, and newsletters. Specific signaling from each traffic driver allows the agent to determine the most relevant content to include in that session. After presenting a few pieces of content, the agent asks the user what they would like to continue exploring, and the experience continues.
This personalization based on content targeting is an effective way to enable brands to create meaningful experiences for their users. There are 3 versions of this experience in production at People Inc. which have generated over $26 million in revenue. The product strategy is infinitely scalable across any area of content.
