VERV
July, 2025 - Now
Project overview
What is it?
VERV is an AI image and video generation platform designed for professional advertising. It enables creators to generate product shots and UGC content while maintaining consistent art direction for user’s own product. The product focuses on guided creation rather than prompt-heavy workflows.
Introduce video
Role
I was the sole product designer on Verv, working closely with the product manager, engineers, and CEO. I owned the end-to-end design process, including UX, visual design, design system foundations, and post-launch iteration across mobile and desktop.
Design goal
Design an art direction–driven platform that enables users to easily generate high-quality images and videos for their own products. The focus was built a simple, intuitive workflow that makes high-quality content creation fast and accessible.
Outcome
Launched a full version of the paid platform VERV across desktop and mobile.
Home page
Design challenge
The challenge is to design a simple and guided flow for AI generation without overwhelming users, and making design decisions in parallel with evolving AI model capabilities, where technical constraints directly impacted feature feasibility.
Design process
Early exploration
In the early exploration phase, we focused on a mobile-first approach and treated the website as part of the product experience. Art direction was positioned as the entry point, allowing users to choose a visual style and generate content that followed a consistent look.
Because the target audience was broad, the UX was designed to feel approachable and easy to use. Card-based layouts were used to simplify decision-making, and a light, white visual theme helped position the product as friendly and accessible.
Explore different ideas
Team collaboration and feedback
Through discussions with the product team, we defined the core features and end-to-end UX flow, explored multiple layout options for the home and generation pages, and ultimately aligned on the simplest and most intuitive solution.
Design refine
Base on feedback, I continue work and improve the rest flow.
Main features
Desktop version of home page
Usability testing
We tested early prototypes with inter users to evaluate how easily they could select an art direction and generate content. Feedback focused on clarity of the generation steps, confidence in style selection and video generation rate.
Visual design & Design system
I worked closely with the brand designer to define the brand color and typography. Early exploration favored a light interface to emphasize simplicity, but after aligning with the brand color, we transitioned to a dark theme that better matched the product’s tone.
I designed and maintained the product’s component system to ensure consistency across mobile and desktop, with reusable components and clear hierarchy to support AI features across mobile and desktop.
Design system
Final designs
The product launched as a paid AI platform across both mobile and desktop. The final experience combined guided generation, clear art direction selection, and a cohesive dark-mode visual system.
Limit by AI model, we decide remove the scene, character, audio presets, only focus on style + product to generate.
Mobile version
The main generate flow include choose art direction, product upload and image/video generation.
Mobile designs with new brand color
Desktop version
Desktop version mainly focus on choose art direction to generate. Try VERV here in real.
Desktop of home page
Generate flow
Generation details
Iteration & evolution
Following launch, we iterated on layout and interaction patterns to make the generation flow more explicit and confidence-inspiring. Post-launch updates introduced:
A dedicated UGC generation flow
A prompt assistant to reduce friction and uncertainty
Turn image into video flow
A referral flow to support growth
Some feature be bring back, some features was removed, we keep adjustment consider the AI model limit and the output quality. Allow user easily get good quality generations is always the goal.
Layout refine
New added features