INDUSTRY:
AI B2B / SAAS
ROLE:
END-TO-END PRODUCT & BRAND DESIGN
TIMELINE:
AUG 2025 - MAR 2026
SKILLS:
PRODUCT STRATEGY / UX/UI / BRAND / MOTION / FRAMER
about.
Cura is an AI-powered front desk for service businesses that captures, qualifies, and converts leads across messaging channels. I led the end-to-end design across brand identity, product thinking, UI/UX, motion, illustrations, and the marketing website built in Framer. The objective was to transform a technically complex system into a product that feels intuitive, reliable, and essential to daily operations.
challenge.
Service businesses lose revenue not due to lack of demand, but due to missed or delayed responses across fragmented communication channels. At the same time, Cura’s internal system—spanning AI agents, workflows, CRM, and multi-channel messaging—introduced significant complexity. The core challenge was designing an experience that reduces cognitive overload while still enabling users to operate a powerful, automation-driven system with speed and confidence.
solution.
The product was restructured around a simple mental model—Capture, Convert, Care—to align with how users think in outcomes rather than systems. The inbox was designed for rapid scanning using prioritization signals like tags and icons, while deeper information is progressively revealed to avoid overwhelm. Channels, workflows, and CRM were unified into a single operational layer, supported by an intuitive automation builder and clear, actionable analytics, all wrapped in a clean visual system that balances functionality with approachability.
design impact.
The design focused on making complexity feel invisible while enabling users to operate faster and more confidently. By prioritizing clarity, reducing cognitive load, and aligning the product with real-world workflows, Cura shifts from being a feature-heavy tool to a system that actively supports business outcomes.
Faster decision-making under volume
By reducing visual noise and introducing prioritization signals, users can instantly identify high-intent conversations without reading through every message.
Seamless operational workflow
Integrating inbox, CRM, and automation into a single system eliminates context switching and allows users to manage conversations, actions, and follow-ups in one flow.
Improved clarity and usability of complex systems
Reframing technical concepts into user-centric outcomes and simplifying interactions made advanced automation accessible without sacrificing capability.
testimonial.
Just want to say how much we appreciate you! Honestly, Cura wouldn’t look / feel the way that it does without your magic touch. Looking forward for what’s to come
Nadim & Chavisa
Co-founders