Launching an AI feature for language learners
Client
Busuu
Role
Creative designer
Key contributions
Helped define the campaign aesthetic and created key visuals.
Delivered assets across CRM, social media, landing pages and app store imagery.
Problem
Speaking anxiety is a common problem for language learners. To address this, language app ‘Busuu’ launched ‘AI Conversations’: A feature that allows users to role-play with an AI chatbot and receive feedback. The challenge was to clearly communicate that this was a voice feature, despite the UI resembling a typical text chat.
Process
We began with an initial concept phase, focusing on representing AI while staying true to Busuu’s human-focused identity. Using industry trends like gradients and sparkles to signify AI, we balanced this with photography for authenticity. Early creative approval from stakeholders streamlined the process, reducing revisions and smoothing production.
Results
The launch of this feature led to an 11% increase in Premium bookings among English-learning users within the first month. This success highlighted the feature’s ability to engage learners and drive revenue while reinforcing Busuu’s position as a leader in innovative, human-focused language learning.
Campaign announcement email
Email content blocks – light and dark mode
Lesson reminder email
Social media carousel post
Social media stories
Campaign imagery used in the product
Product UI assets for SEO landing pages
Announcement video (contributed assets and art direction)
Further projects
Refreshing a fintech brand for a new era – TotallyMoney
Challenging education with online courses – Created Academy
365 days of design – Personal work
Bringing brands to life through logo design – Various clients