/gidens/
/gidens/
/gidens/
~ "guidance"
01
Project Brief
My Role
UI UX Designer
Timeline
Sept-Jan 2025
Deliverables
User Research
Task Flows
Interface Design
Feature Designs
Prototype
Testing
AI Tool for Small Business Owners
Gidens is a SaaS AI-enabled platform designed to support small business (SMB) owners by automating administrative tasks and providing actionable business advice - currently targeting small food-service businesses in Hawaii.
I worked directly with the founder, Vincent Brathwaite, and the engineering team to deliver an interactive prototype for Honolulu and San Francisco Tech Week.
This prototype helped secure investment, grew our waitlist by nearly 30% Hawaii, and laid the foundation for our 2025 Alpha Prototype launch. We are currently in Beta.
02 Problem
02 Problem
There are over 30 million small businesses in the U.S.
There are over 30 million small businesses in the U.S.
01
01
SMB owners lose 2.5 months annually on repetitive admin tasks and paperwork.
SMB owners lose 2.5 months annually on repetitive admin tasks and paperwork.
02
02
Up to 50% of them face compliance-related risks due to unawareness.
Up to 50% of them face compliance-related risks due to unawareness.
03
03
Only 35% of them engage with financial advisory services for guidance.
Only 35% of them engage with financial advisory services for guidance.
03
03
Research and Findings
Research and Findings
Our research and interviews with 20+ SMB owners revealed challenges in:
Our research and interviews with 20+ SMB owners revealed challenges in:
Our research and interviews with 20+ SMB owners revealed challenges in:
Knowledge gaps of essential tasks and changes in regulations or market trends, often leading to avoidable mistakes.
Uncertainty of where and when to seek help. Seeks clear, personalized guidance; negative experiences due to vague or irrelevant advice.
Often rely on intuition rather than data; time constraints or lack of tools to support data-driven decision-making.
Knowledge gaps of essential tasks and changes in regulations or market trends, often leading to avoidable mistakes.
Uncertainty of where and when to seek help. Seeks clear, personalized guidance; negative experiences due to vague or irrelevant advice.
Often rely on intuition rather than data; time constraints or lack of tools to support data-driven decision-making.
Knowledge gaps of essential tasks and changes in regulations or market trends, often leading to avoidable mistakes.
Uncertainty of where and when to seek help. Seeks clear, personalized guidance; negative experiences due to vague or irrelevant advice.
Often rely on intuition rather than data; time constraints or lack of tools to support data-driven decision-making.
04 Challenge
04 Challenge
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
01
01
H.M.W.
H.M.W.
Reduce stress from time-consuming operational tasks?
Reduce stress from time-consuming operational tasks?
02
02
H.M.W.
H.M.W.
Eliminate guesswork around compliance-related needs?
Eliminate guesswork around compliance-related needs?
03
03
H.M.W.
H.M.W.
Provide proactive insights that feels intuitive and valuable?
Provide proactive insights that feels intuitive and valuable?
Imagine being the owner of a local cafe heading home after a long day running your business to more… paperwork.
Imagine being the owner of a local cafe heading home after a long day running your business to more… paperwork.
Imagine being the owner of a local cafe heading home after a long day running your business to more… paperwork.
04_a
04_a
What if…
What if…
You can reclaim that time to focus on what matters most to you with the power of AI? What if you can get access to trusted advice and assistance any where at any time?
That's the problem Gidens is set out to solve.
You can reclaim that time to focus on what matters most to you with the power of AI? What if you can get access to trusted advice and assistance any where at any time?
That's the problem Gidens is set out to solve.
04_b
04_b
For hands on business owners who wants…
For hands on business owners who wants…
More Time
More Time
Free up time to do more of what you love, whether that is in or outside of work.
Free up time to do more of what you love, whether that is in or outside of work.
Proactive Assistance
Proactive Assistance
Reduce manual and mental stressors of keeping up with business demands.
Reduce manual and mental stressors of keeping up with business demands.
Trust and Adaptability
Trust and Adaptability
Personalized data-driven insights based on your unique business needs.
Personalized data-driven insights based on your unique business needs.
Seamless Workflow
Seamless Workflow
Not having to constantly switch between platforms to complete tasks.
Not having to constantly switch between platforms to complete tasks.
Control
Control
Free your mind from potential knowledge gaps or compliance-related risks.
Free your mind from potential knowledge gaps or compliance-related risks.
ROI
ROI
Powerful and affordable. Accessible any time, any where for all business needs.
Powerful and affordable. Accessible any time, any where for all business needs.
Kalani Kai
Kalani Kai
Owner of a small local Hawaiian restaurant, married and father of two.
Passionate about crafting dining experiences dedicating 60-70 hours a week to his business.
Solely manages the day-to-day business needs and annual compliance and regulation requirements.
Wants to scale his business but worries it'll take away more time with his family.
04.01
04.01
Simplicity, transparency and proactivity from the start. No fluff, no b.s.
Simplicity, transparency and proactivity from the start. No fluff, no b.s.
We focused on a minimal but intentional onboarding experience that respects the user’s time without unnecessary friction. Simply integrate your apps and Gidens will gain access to critical business information, enabling it to analyze documents, anticipate needs, and make informed recommendations.
We focused on a minimal but intentional onboarding experience that respects the user’s time without unnecessary friction. Simply integrate your apps and Gidens will gain access to critical business information, enabling it to analyze documents, anticipate needs, and make informed recommendations.
04.01 Design Solution
04.01 Design Solution
Rationale: Balance efficiency with credibility.
Rationale: Balance efficiency with credibility.
Our research found lengthy sign-up flows often led to drop-offs, while a streamlined approach improved engagement. But we also recognized the importance of setting the right foundation - we wanted users to feel confident in Gidens' capabilities from the start.
Our research found lengthy sign-up flows often led to drop-offs, while a streamlined approach improved engagement. But we also recognized the importance of setting the right foundation - we wanted users to feel confident in Gidens' capabilities from the start.
Personal Contribution
Personal Contribution
I conducted a competitive audit of sign-up flows from document management platforms and AI-driven business tools. This helped identify best practices tailored to time-constrained users while ensuring a frictionless experience. Through multiple design iterations and in-house testing, I refined the flow to balance ease of use with the need to collect essential business information. I was also tasked with designing the first interaction with Gidens AI chat.
I conducted a competitive audit of sign-up flows from document management platforms and AI-driven business tools. This helped identify best practices tailored to time-constrained users while ensuring a frictionless experience. Through multiple design iterations and in-house testing, I refined the flow to balance ease of use with the need to collect essential business information. I was also tasked with designing the first interaction with Gidens AI chat.
Design Challenge
Design Challenge
A key challenge was designing the first interaction with Gidens' AI chat, as it would set the tone for user engagement and long-term adoption. I crafted and tested different approaches to ensure the AI's initial message immediately demonstrated value, making it clear how Gidens could proactively support their business. The goal was to motivate users to complete their business profile and upload key documents without overwhelming them with tasks.
A key challenge was designing the first interaction with Gidens' AI chat, as it would set the tone for user engagement and long-term adoption. I crafted and tested different approaches to ensure the AI's initial message immediately demonstrated value, making it clear how Gidens could proactively support their business. The goal was to motivate users to complete their business profile and upload key documents without overwhelming them with tasks.
04 Challenge
04 Challenge
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
01
01
H.M.W.
H.M.W.
Remove stress from time-consuming operational tasks?
Remove stress from time-consuming operational tasks?
02
02
H.M.W.
H.M.W.
Eliminate guesswork around compliance-related needs?
Eliminate guesswork around compliance-related needs?
03
03
H.M.W.
H.M.W.
Provide proactive insights that feels intuitive and valuable?
Provide proactive insights that feels intuitive and valuable?
Paperwork? Handled. Deadlines? Managed. Stress? Gone.
Paperwork? Handled. Deadlines? Managed. Stress? Gone.
Paperwork? Handled. Deadlines? Managed. Stress? Gone.
04.02
04.02
AI-Powered Compliance Automation
AI-Powered Compliance Automation
Gidens Compliance Automation feature was designed to remove this administrative burden by leveraging AI to extract to store business information, sync deadlines, auto-fill applications, and track compliance status—ensuring business owners stay ahead without the stress of manual management.
Gidens Compliance Automation feature was designed to remove this administrative burden by leveraging AI to extract to store business information, sync deadlines, auto-fill applications, and track compliance status—ensuring business owners stay ahead without the stress of manual management.
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04.02 Design Solution
04.02 Design Solution
Rationale: Balance efficiency with credibility.
Rationale: Balance efficiency with credibility.
Our research found SMB owners often struggle with managing compliance due to the complexity of regulatory requirements, scattered documentation, and the time-consuming nature of administrative tasks. Many rely on manual tracking methods, increasing the risk of missed deadlines, penalties, and operational setbacks. This feature was designed to eliminate this burden by using AI to extract key business information, track compliance requirements, and automate document submissions.
Our research found SMB owners often struggle with managing compliance due to the complexity of regulatory requirements, scattered documentation, and the time-consuming nature of administrative tasks. Many rely on manual tracking methods, increasing the risk of missed deadlines, penalties, and operational setbacks. This feature was designed to eliminate this burden by using AI to extract key business information, track compliance requirements, and automate document submissions.
Personal Contribution
Personal Contribution
I was tasked to design a notification system that keeps users informed on document status updates, attracts attention when necessary but remains unobtrusive. After testing various approaches, I designed a toast notification system inspired by Dropbox, providing real-time updates with a CTA for document review. It nudges users toward the next steps, whether reviewing a completed document or approving submission, streamlining the compliance process with clear, actionable prompts.
I was tasked to design a notification system that keeps users informed on document status updates, attracts attention when necessary but remains unobtrusive. After testing various approaches, I designed a toast notification system inspired by Dropbox, providing real-time updates with a CTA for document review. It nudges users toward the next steps, whether reviewing a completed document or approving submission, streamlining the compliance process with clear, actionable prompts.
Design Challenge
Design Challenge
The challenge was to design a notification system that effectively updates users on document status changes without overwhelming them. Initially, Gidens only displayed status updates within the document manager list and chat, but we discovered that these updates were too subtle and could easily be missed as tasks were being completed. Users needed a clearer, more immediate signal of progress without disrupting their workflow.
The challenge was to design a notification system that effectively updates users on document status changes without overwhelming them. Initially, Gidens only displayed status updates within the document manager list and chat, but we discovered that these updates were too subtle and could easily be missed as tasks were being completed. Users needed a clearer, more immediate signal of progress without disrupting their workflow.
04 Challenge
04 Challenge
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
Design feature sets and flows that help SMB owners manage their business and ensure the prototype reflects a solution tailored to their needs.
01
01
H.M.W.
H.M.W.
Remove stress from time-consuming operational tasks?
Remove stress from time-consuming operational tasks?
02
02
H.M.W.
H.M.W.
Eliminate guesswork around compliance-related needs?
Eliminate guesswork around compliance-related needs?
03
03
H.M.W.
H.M.W.
Provide proactive insights that feels intuitive and valuable?
Provide proactive insights that feels intuitive and valuable?
Your business, your roadmap—without the guesswork.
Your business, your roadmap—without the guesswork.
Your business, your roadmap—without the guesswork.
04.03
04.03
AI-Powered Expert Business Guidance
AI-Powered Expert Business Guidance
Gidens' AI-powered chat assistant provides expert, localized guidance tailored to each business, ensuring users receive verified, curated information that is easy to understand and directly relevant to their operations - whether it's clarifying compliance requirements, answering tax-related questions, or sparking new business ideas.
Gidens' AI-powered chat assistant provides expert, localized guidance tailored to each business, ensuring users receive verified, curated information that is easy to understand and directly relevant to their operations - whether it's clarifying compliance requirements, answering tax-related questions, or sparking new business ideas.
04.03 Design Solution (Early Stage)
04.03 Design Solution (Early Stage)
Rationale: Bridging knowledge gas and inspiring ideas.
Rationale: Bridging knowledge gas and inspiring ideas.
Our research found SMB owners often rely on word-of-mouth or outdated resources to find reliable, locally relevant information on regulations, taxes, and best practices. 50% face compliance risks yet only 35% seek professional guidance. Our AI-powered chat assistant is designed to bridge this knowledge gap by delivering verified, curated, and local insights, making complex information easy to understand and act on. It also sparks new business ideas, to help owners uncover opportunities and make informed decisions with confidence.
Our research found SMB owners often rely on word-of-mouth or outdated resources to find reliable, locally relevant information on regulations, taxes, and best practices. 50% face compliance risks yet only 35% seek professional guidance. Our AI-powered chat assistant is designed to bridge this knowledge gap by delivering verified, curated, and local insights, making complex information easy to understand and act on. It also sparks new business ideas, to help owners uncover opportunities and make informed decisions with confidence.
Personal Contribution
Personal Contribution
Currently, we are in the strategic direction for this feature and using SMB data to train our AI agent. My focus is on understanding how SMB owners in Hawaii seek and interpret business information, identify gaps in existing resources, and define key use cases where AI can be of most value (competitive audits, analyzing user interviews, and mapping out potential interaction flows). As we move forward, I will be working with the team on iterating on how our AI will simplify complex information, design flows for recommendations, and test ways to proactively spark new business ideas.
Currently, we are in the strategic direction for this feature and using SMB data to train our AI agent. My focus is on understanding how SMB owners in Hawaii seek and interpret business information, identify gaps in existing resources, and define key use cases where AI can be of most value (competitive audits, analyzing user interviews, and mapping out potential interaction flows). As we move forward, I will be working with the team on iterating on how our AI will simplify complex information, design flows for recommendations, and test ways to proactively spark new business ideas.
Design Challenge
Design Challenge
The challenge is ensuring accurate, locally relevant insights while creating a scalable framework for future expansion beyond Hawaii. Business regulations, tax structures, and compliance requirements vary significantly by state, requiring the AI to adapt dynamically to different locations while maintaining clarity and trust. As we anticipate expansion into states like New York and California, our focus is on building an AI system that integrates regional datasets, evolves with compliance changes, and personalizes recommendations based on location-specific needs.
The challenge is ensuring accurate, locally relevant insights while creating a scalable framework for future expansion beyond Hawaii. Business regulations, tax structures, and compliance requirements vary significantly by state, requiring the AI to adapt dynamically to different locations while maintaining clarity and trust. As we anticipate expansion into states like New York and California, our focus is on building an AI system that integrates regional datasets, evolves with compliance changes, and personalizes recommendations based on location-specific needs.
05
05
Process
Process
Behind the scenes…
Behind the scenes…
We tested multiple prototyping paths: document tracker system, task list on dashboard vs chat-room, AI-automation split screen, and document status updates. The product design side also went through so many iterations and test until we found the right solution.
I am having so much fun working together with Vincent, Celest, Kent and Tiffany on this project. It's honestly been my favorite design experience so far as I navigate the AI development and its user behavior for the first time. If you are curious of more how this concept was created, shoot me an email or text me on LinkedIn.
We tested multiple prototyping paths: document tracker system, task list on dashboard vs chat-room, AI-automation split screen, and document status updates. The product design side also went through so many iterations and test until we found the right solution.
I am having so much fun working together with Vincent, Celest, Kent and Tiffany on this project. It's honestly been my favorite design experience so far as I navigate the AI development and its user behavior for the first time. If you are curious of more how this concept was created, shoot me an email or text me on LinkedIn.
06
06
Reflections
Reflections
Lessons, Wins and What’s Next
Lessons, Wins and What’s Next
Our project was well received by the audience HTW and SFTW, with curiosity and interest from potential investors and users alike. Our Beta is currently under development and we've started testing features with a small pool of business owners.
If I were to start this project again, I would integrate SMB owners into the iteration process much earlier—specifically for the chat experience and task automation features. Instead of designing a full prototype first, I would conduct rapid A/B testing and usability studies on different interaction models to validate key design decisions early and build solutions that aligned with real user needs. This would save valuable design and development time, reduced guesswork and further refined the AI experience before investing in high-fidelity prototypes.
Our project was well received by the audience HTW and SFTW, with curiosity and interest from potential investors and users alike. Our Beta is currently under development and we've started testing features with a small pool of business owners.
If I were to start this project again, I would integrate SMB owners into the iteration process much earlier—specifically for the chat experience and task automation features. Instead of designing a full prototype first, I would conduct rapid A/B testing and usability studies on different interaction models to validate key design decisions early and build solutions that aligned with real user needs. This would save valuable design and development time, reduced guesswork and further refined the AI experience before investing in high-fidelity prototypes.
01
01
01
Project Brief
Project Brief
Project Brief
My Role
My Role
My Role
UI UX Designer
UI UX Designer
UI UX Designer
Timeline
Timeline
Timeline
Sept-Jan 2025
Sept-Jan 2025
Sept-Jan 2025
Deliverables
Deliverables
Deliverables
User Research
Task Flows
Interface Design
Feature Designs
Prototype
Testing
User Research
Task Flows
Interface Design
Feature Designs
Prototype
Testing
User Research
Task Flows
Interface Design
Feature Designs
Prototype
Testing
AI Tool for Small Business Owners
AI Tool for Small Business Owners
AI Tool for Small Business Owners
Gidens is a SaaS AI-enabled platform designed to support small business (SMB) owners by automating administrative tasks and providing actionable business advice - currently targeting small food-service businesses in Hawaii.
I worked directly with the founder, Vincent Brathwaite, and the engineering team to deliver an interactive prototype for Honolulu and San Francisco Tech Week.
This prototype helped secure investment, grew our waitlist by nearly 30% Hawaii, and laid the foundation for our 2025 Alpha Prototype launch. We are currently in Beta.
Gidens is a SaaS AI-enabled platform designed to support small business (SMB) owners by automating administrative tasks and providing actionable business advice - currently targeting small food-service businesses in Hawaii.
I worked directly with the founder, Vincent Brathwaite, and the engineering team to deliver an interactive prototype for Honolulu and San Francisco Tech Week.
This prototype helped secure investment, grew our waitlist by nearly 30% Hawaii, and laid the foundation for our 2025 Alpha Prototype launch. We are currently in Beta.
Gidens is a SaaS AI-enabled platform designed to support small business (SMB) owners by automating administrative tasks and providing actionable business advice - currently targeting small food-service businesses in Hawaii.
I worked directly with the founder, Vincent Brathwaite, and the engineering team to deliver an interactive prototype for Honolulu and San Francisco Tech Week.
This prototype helped secure investment, grew our waitlist by nearly 30% Hawaii, and laid the foundation for our 2025 Alpha Prototype launch. We are currently in Beta.