SOOCH.AI

SOOCH.AI

Generative Banking Using AI. (Internship)

Role: UX Design Intern
Timeline: 10 Weeks (Jun-Sep 2024)
Team: Founder - led startup + 2 Design Interns
Tools: Figma

Open laptop displaying the Sooch website login page on a light gray surface.

Introduction

Design Question

How might we redesign the platform’s workflow architecture to create a cohesive, scalable system that makes AI-powered financial task generation intuitive and efficient?

My Role & Contributions

During my 10-week internship at SOOCH.AI, I helped redesign a generative AI platform built to streamline complex banking and financial workflows.

The platform allows users to generate structured documents and task flows through AI prompts, customizable templates, or fully manual configuration. However, as new features were rapidly introduced, the product’s navigation, visual consistency, and workflow architecture became fragmented - making it difficult for users to undestad how to move from ideas to execution.

My goal was to improve clarity, scalability, and usability while supporting the founder’s version of an AI-driven financial assistant.

The Problem

As the product expanded, the interface began to feel disjointed:

  • Multiple workflow entry points lacked cohesion

  • Navigation hierarchy was unclear

  • Visual components were inconsistent

  • Key features were difficult to discover

  • The growing feature set lacked scalable structure

    *This led to user confusion during onboarding and reduced efficiency when creating or managing projects.

As a UX Design Intern at an early-stage startup, I worked directly with the founder to improve usability, visual consistency, and workflow clarity across the platform

  1. Conducted heuristic evaluations to identify usability issues in navigation, hierarchy, and workflow clarity

  2. Designed a scalable design system to establish visual consistency across AI-driven features

  3. Re-architected core user flows for project creation, supporting AI prompts, templates, and custom workflows

  4. Created wireframes and high-fidelity prototypes to communicate design solutions

  5. Collaborated directly with the founder to align design decisions with product vision

  6. Iterated on designs based on internal feedback and evolving feature requirements

Establishing a Design System

Before redesigning core workflows, we identified that inconsistent visual styles and components were contributing to user confusion and slowing development.

To address this, we established a foundational design system that included:
1. Defined typography hierarchy
2. Accessible color palette aligned with brand identity
3. Reusable UI components (buttons, inputs)
4. Standardized iconography

This system created visual consistency across features and enabled faster iteration as the product evolved.

A color palette chart showing different shades categorized by Neutrals, Primary, Secondary, Success, Warning, Error, Blue, and Red. Each category displays shades with their respective color swatches, hex codes, RGB values, and labels.

Color Style:

buttons:

Color palette showing rows of buttons in blue, pink, and dark pink shades, arranged by color with layout and labels.

Icons:

A grid of numerous small black icons representing various functions and symbols.

Prototyping

The first two screens displayed here represent the initial experience when opening the SOOCH.AI application. Users are directed to a login page, whether signing in to an existing account or registering a new one. These screens reflect our design system, incorporating blue and pink accents to align with the logo’s colors, while a subtle grey background ensures the imagery stands out without harsh contrasts, creating a clean and visually balanced interface.

Screenshot of a webpage titled 'Applications' displaying various application categories and a floating preview window. The categories include RFP Responses, KYC Onboarding, SEC Filings, Mortgage Underwriting, EDGAR Filing, and Asset Allocation. There is also a 'Create New' button with a plus icon. Below, a section labeled 'Drafts' shows multiple documents like Accounting, Collaboration, Asset Management, Equity, APR, and Amortization with their respective dates.

Users can organize and view their applications and drafts within folders for easier management. They can also start a new project directly from the homepage by clicking the plus (+) icon. As shown here, we applied different colors to indicate when a button is selected, using a secondary color from our palette. These color distinctions provide users with a more intuitive experience, clearly signaling their current location and navigation within the application.

The Generate with AI Prompt feature allows users to create their own workflow by interacting with an AI-powered chatbot for guidance. Users can access this feature in two ways: by selecting it after clicking the "Create New Project" button on the menu, or by adding a new page while working within an existing workflow. This flexibility ensures that users can seamlessly generate workflows whenever they need, enhancing both ease of use and efficiency.

Screen capture of Sooach platform showing a modal with options to add a page, including 'Select a Template,' 'Generate with AI,' and 'Build Your Own'.

The second way users can create their application is by selecting a template. This can be done either by choosing the Template option from the menu bar or by clicking the plus (+) icon to add a new tab. If the user selects Add a New Tab, it will open the Add a Page popup, presenting three workflow options. Alternatively, selecting Template directly from the menu takes the user straight to the template selection screen, where they can choose between Collaboration, Supervisor, or Hierarchical templates.

As shown above, the user selects Collaboration as their template. This action takes them to a confirmation page to ensure they want to proceed with the selected template. Once confirmed, the template is automatically added to the workspace, with full flexibility for the user to modify it as needed. After adding the template, the user is prompted to complete additional details for each part of the workflow, including Prompt, Tools, and LLMs, allowing them to further customize the flow.

Flowchart diagram illustrating the process of user task analysis, including steps like interpretation, presentation, and tool usage for internal and external data analysis, with a description of review and presentation stages on the right side.

Testing and launching (Workflow):

Screenshot of a web application titled 'Publish Workflow' with two tabs labeled 'Test' and 'Launch'. The 'Test' tab is active, displaying a list of workflow steps: 'Consolidating...', 'Assigning...', 'Analyzing & Extracting...', and 'Output created.'. A cursor hovers over a blue 'next' button in the bottom right corner of the window.

This workflow emphasizes the document creator’s ability to validate the document and manage collaborator permissions for viewing and editing. By enabling these features, the creator can ensure that only authorized individuals have access to the document, fostering a secure and collaborative environment.

Once the validation process is successful and any necessary adjustments to collaborator permissions are made, the finalized document will be readily accessible on the homepage. This allows users to easily locate and manage their projects, ensuring a seamless workflow as they continue to build and refine their applications. By streamlining these processes, we aim to enhance user efficiency and overall experience within the SOOCH.AI application.

Request For Proposal (Workflow):

Flowchart diagram showing steps for data analysis and reporting process, including tasks such as user task, user task interpretation, review and presenter, chart generator, research, tools, and data storage.
Screenshot showing a diagram of three workflow templates labeled Collaboration, Supervisor, and Hierarchical, each with different structures for task management and team organization.
Flowchart diagram illustrating a performance analysis process with steps including user task, review and present, user task interpretation, and research, connected by arrows, with tools and data storage icons.
Sooch performance analysis dashboard with a flowchart showing a user task divided into two interpretation tasks, and a menu on the left with text generation, transformation, and classification options, as well as agents including data gathering, researcher, and custom, and connectors such as delegate, post, put, and get.

Within the Custom feature, users can further enhance their application by adding detailed information. When the custom section appears, two additional features become available. Since entering details for Prompt, Tools, and LLMs can be overwhelming, our UX team introduced a collapsible information bar on the right side of the screen. This bar appears only when users are working within the Router or Researcher circles, helping maintain a clean and focused interface. For better usability, once all the required information for Prompt, Tools, and LLMs is completed, a green checkmark appears, indicating that the input is correct and successfully processed.

A digital diagram showing a research workflow with boxes labeled 'User Task,' 'User Task Interpretation,' and 'researcher,' connected by arrows, along with a blue oval labeled 'router'.

Once the application is complete, the user can proceed to test and launch it. A Test button, located at the top-right corner of the workspace, ensures easy access. Clicking the button opens a testing popup, where the user can initiate the testing process. After testing is complete, the user can validate the application. Once validated, the project becomes accessible on the homepage, appearing alongside previously completed applications.

Validating and publishing (Workflow):

Lastly, the Request for Proposal (RFP) feature enables clients to access analytics related to their RFPs. Our design aims to provide three key functionalities: the Answer Engine, Executive Brief Creator, and Response Creator, all designed to be accessible and intuitive for users.

On the main RFP page, users will find the Add New RFP button on the left side, along with a list of previously added RFPs. The bottom half of the screen focuses on providing insights into the user's history, files, or usage analytics, allowing for comprehensive management and review of their RFP activities

Screenshot of a web application dashboard showing a list of categories on the left, including 'Past Week,' 'Web Development and Design,' 'Past Two Weeks,' and others. The main content area displays a section titled 'User Input Strength: 5/5,' with text explaining the process of creating a Request for Proposal (RFP) and some bullet points about web development topics. There are also two data visualizations labeled 'fig 1' and 'fig 2.' A chat message at the bottom says 'Message Sooch AI,' and there is a user profile icon and name 'Cindy Smith' at the top right.

The Answer Engine: The Answer Engine includes a chatbot feature that allows users to ask questions and receive AI-generated responses, assisting them in navigating the RFP process. The design prioritizes clarity and readability, ensuring an intuitive experience for users. The interface displays the history on the left sidebar, while the chatbot occupies the right side of the screen, providing a streamlined layout for easy access and interaction.

The Executive Brief Creator: This feature is designed to help users edit and modify content while summarizing lengthy information. With this goal in mind, the page layout is optimized for easy navigation, allowing users to quickly find the templates they wish to use. Additionally, it provides straightforward access to edit summaries and other related content, enhancing the overall user experience.

Pop-up window on a computer screen with a message saying 'Application Launched' and a green checkmark. There is a blue button labeled 'Open & Validate Application'.
Sooch platform showing a successful task analysis of bank statistics with options to view or export output, and icons for Excel, Tableau, and PowerBI.
Confirmation message popup with a green checkmark, indicating the application has been published, and a blue button labeled "View Application on Home."
A computer screen displaying an online document titled 'Introduction' with sections on 'Lorem ipsum' text and 'Body' text. On the right side, there is a blue box labeled 'PDF Summary' with placeholder text, and another box titled 'Document Details' with upload info, issuer, due date, and submission details. Three blue buttons at the bottom are labeled 'Answer Engine,' 'Executive Brief Creator,' and 'Response Creator.' The top right corner shows a profile icon and the name Cindy Smith. The top left has a company logo that reads 'Sooch,' and there are colorful circle icons with initials 'S,' 'A,' and 'S' near the top right.

When the user selects a document from their history, they will be directed to a view of that document, where they can access the Answer Engine, Executive Brief Creator, and Response Creator options. Below, I will provide an overview of each feature.

Screenshot of a document editing software with a form titled 'Request for Proposal' from Marin County, showing a three-section layout with an outline menu on the left, toolbar options at the top, and sample repeated text blocks in the main body.

The Executive Brief Creator: This feature is designed to help users edit and modify content while summarizing lengthy information. With this goal in mind, the page layout is optimized for easy navigation, allowing users to quickly find the templates they wish to use. Additionally, it provides straightforward access to edit summaries and other related content, enhancing the overall user experience.

Generate with AI Prompt (workflow):

Screenshot of a web-based platform named "Sooch" with options for performance analysis and drafts. The interface includes tools for text generation, transformation, classification, data gathering, research, and connectors like delegate, post, put, and get. The user's profile, Cindy Smith, is visible at the top right.

To access the Add a Page popup, users can click the plus (+) icon in the menu, as shown above. Once in the Generate with AI feature, a chatbot assists users in creating their own workflow by generating suggestions based on input text. After receiving the workflow suggestion, users can either accept it or make adjustments. If satisfied, the AI-generated workflow is added directly to the working page.

Regarding our color palette, we’ve implemented color-coding to help users easily identify their workflow type. Blue represents workflows created using templates, pink indicates those generated with AI, and yellow is used for workflows built from scratch. This visual system enhances navigation and ensures a smoother user experience.

Screenshot of a web interface from Sooch, showing AI-generated flowchart with tasks and steps for internal investment strategies, including user task interpretation, review and presentation, and a chart generator.

Select A Template (Workflow):

Screen display of a software interface with an overlay window titled 'Add a Page,' offering three options: 'Select a Template,' 'Generate with AI,' and 'Build Your Own.'

Build your Own (Workflow):

The final method for creating a workflow is by building one from scratch. Users can do this by utilizing the menu to add unique components to the workflow. The menu offers several key options, including Task, Agents, and Actions, which are essential elements that make the application function. In this example, the user begins by selecting Custom from the Agents page. Upon clicking this option, a section labeled “Custom” is added to the workflow, giving the user full control to tailor it to their needs.

Screenshot of a digital flowchart in an application called Sooch, showing a performance analysis or draft process with user tasks, interpretations, prompts, tools, and agents on a white background. The left panel includes options for generating content with AI prompt, templates, tasks, agents, and connectors. The top right has user profile info, and the center features nodes connected by lines representing different steps and components in the process.

After completing the Prompt, Tools, and LLMs fields, the Researcher circle will turn a darker blue, signaling that the section is complete. The user can then connect the workflow components using a drag-and-drop arrow system. Our team opted for this drag-and-drop interaction to provide a more intuitive and user-friendly experience.

Once logged into the SOOCH.AI application, users are directed to the homepage, where they can view both completed projects and ongoing drafts. To ensure easy navigation, we incorporated icons and maintained the color palette from our design system. Users also have the flexibility to rearrange the order of displayed projects and can hover over a project to see a popup summary of their work.

Screenshot of a web application titled 'Sooch' with navigation tabs 'Apps' and 'Folders', showing a section 'Applications' with folders named Budgeting, Finances, SWOT Analysis, Filings, Economics, and a link 'New Folder'. Below, a section 'Drafts' with folders named Workflows, Team, and a link 'New Folder'.

typography:

Font style and size sample text layout with different headings and font weights.
Screenshot of a software interface titled 'Publish Workflow' with tabs 'Test' and 'Launch'. The 'Launch' tab is selected, and the message 'All Tests Passed...' is displayed. A green 'Launch' button is in the bottom right corner with a cursor pointing at it.
Dashboard for analyzing the statistics of one bank with options to upload files and enter text
Screenshot of a web interface for sharing a workflow, with options to share with everyone, my team, or custom people, and a green 'Publish' button.
A dashboard screen showing user analytics with a section for uploading files, recent work highlights with location logos, some top user data, and graphical progress indicators.
Screenshot of a web dashboard for Sooch with sections for uploading files, recent projects, and a list of proposal requests with statuses like review, completed, and closed.
Screenshot of a digital platform titled 'RFP for Marin County,' showing a request for proposal document with a pie chart and bar graphs, and options like cut, copy, paste, delete, new slide, duplicate slide, and skip slide.

With our design system in place, our UX design team began creating high-fidelity prototypes for each of the application's workflows. Below, I’ll walk through each workflow in detail:

home workflow:

Sooch login page with logo, email input, sign in button, remember me check box, and sign up link.

Full Design >

  • Laptop displaying the Sooch login page with a logo and login form.
  • Laptop displaying a computer application interface with a white background, navigation tabs, colorful icons, and text labels related to applications and drafts.
  • Laptop screen showing a software interface with applications and folders, including a tooltip preview.
  • Laptop screen displaying a user interface for organizing applications and drafts with folders labeled Applications and Drafts.
  • Laptop screen displaying an applications dashboard with labeled sections for Apps, Drafts, and a create new button, with user profile icon and name in the top right corner.

My Reflection *

If I were to highlight three key takeaways from my internship, they would be:

  1. Feedback and Improvement: Learning to be patient during the design process can be challenging, especially with multiple iterations. However, staying open-minded and receptive to feedback from my peers and supervisors has significantly enhanced the quality of my work.

  2. Project Management: I gained valuable experience in managing my time effectively alongside my colleagues. I also learned the importance of clear communication to ensure that we remain aligned and on track with our projects.

  3. Technical Skills: My internship provided me with the opportunity to delve deeper into Figma, from understanding design systems to building components. I gained a solid grasp of Figma's structure and functionalities, which has greatly improved my design capabilities.