Simon AI

Simon AI is an advanced research tool, sourced exclusively from The Block's proprietary content and available on The Block Pro. The goal was to reduce friction in accessing complex crypto insights while increasing the value and engagement of The Block Pro offering. By transforming The Block's expertise into an interactive format, the tool could scale expert support and meet the growing demand for AI-powered interfaces in B2B products, positioning the brand as innovative while creating a more accessible entry point to specialized crypto knowledge.

When I joined the project, a chat feature called Connect had already been created, but without the AI component and no longer aligned with the new product strategy. I worked on both: designing new Connect functionalities from scratch (group chat, settings, and file management) while building Simon AI on top of it. Features of this scale impacted other parts of the product, so I rethought key user journeys such as onboarding and account management for admins, and developed touchpoints throughout the existing product to ensure both features could be found easily and without friction.

Alongside the UI work, I conducted testing with stakeholders, Product, and developers to align business goals, user needs, and technical constraints. During QA, I also participated in AI testing and reported bugs to the Data & AI team.

This project pushed me further than any previous one in designing for edge cases: anticipating failure states, empty states, and unexpected user behaviors across two interconnected features.

With clearly defined objectives and PM and developers present at each design validation, we moved efficiently and delivered quickly. Simon AI successfully accelerated access to specialized information and reduced the learning curve in a highly technical sector. The insights gained directly informed Campus, The Block's learning platform, showing how one product innovation can reveal new market opportunities and expand into both B2B and B2C offerings.