The Beginning / Project "Next"
03/ Understanding Distinct AI’s business model, codebase, tech debt, user & customer pain points.
Company / Client
Distinct AI
Year
2025
Type of Work
Full Stack
User Interface
Design System System Architecture
Experience Design
Gaps: Like other startups I've been at, Distinct AI had...
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No product strategy
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No product roadmap
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No internal processes
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No Jira
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No Confluence
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No design system
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etc.
My main focus was to:
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understand business model, code base, limitations
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empathize with stakeholders, teams, users, customers
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use and document customer and user pain points
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translate these learnings and abstractions into a future vision, strategy, and roadmap
Operational Gaps:
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The team lacks processes and tools such as Jira, Confluence, etc.
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This era is defined by small, siloed groups of individuals working without a centralized system of record.
Technical Limitations:
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Old codebase restricts development potential (even Toast notifications weren't possible)
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Tech debt extends lead time limiting pace of development
" 90's aesthetics meets outdated processes and code"
Customer & User Journey
My Goal: To personally experience and document every entry point and step of the customer and user journey.
Above [map 1/3]: A journey map comparing a net-new user's experience using Vision FX 2.0's standalone app vs plugin.
[Map 2/3 continues below...]
Findings of map 2/3 (above):
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IP Security Gaps: Post-purchase, customers received direct .exe download links that could be shared without restriction
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Download time: AI model requires long installation time (file size in excess of 5GB - 16GB)
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Disjointed flow: AI model downloads require users to leave the app for the web
[Map 3/3 continues below...]
Findings of map 3/3 (above):
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App Restart Required: A mandatory app restart is needed to initialize the AI model and new UI.
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15+ min. Setup Time: From start to finish, the 3-page map took at least 15 minutes for a new user to get up and running.
Never Assume
Ask, "Is this a Feature or a Bug?"
There are many benefits to personally experiencing and documenting customer and user journey maps. It helps build empathy and identify pain points. Another key benefit is using these maps to validate my understanding with team members and stakeholders.
[You would be surprised what you learn by asking, “Was this the intended experience?”]