MySupport.Guru - Positioning an AI Support Platform for Beauty Professionals

/Role

Lead Product Designer — product positioning, UX structure, UI design, brand direction, conversational experience, and AI-accelerated prototyping.

/Context

B2B SaaS concept for AI-supported customer service in beauty and service-led businesses.

/Impact

Shaped the concept into a clearer product proposition, connecting brand, AI support flows, and customer service needs.

/The challenge

Beauty professionals often struggle with technical issues that disrupt bookings, payments, and day to day operations. Existing support solutions were generic and jargon heavy.

The opportunity was to create an AI powered support assistant tailored specifically to the beauty industry, one that could provide fast, clear guidance without technical complexity.

/Team

Led design within the Dootrix AI Incubator, setting brand direction, conversational framework, and product positioning independently. Partnered with engineering to define the AI's tone and response structure, and worked with product leadership and client stakeholders to ensure the concept was commercially credible and investor ready.

MySupport.Guru brand identity
Before building the assistant

Before building the assistant, we defined the brand foundations; tone of voice, positioning, and visual identity, ensuring the AI felt aligned with the beauty industry rather than generic tech support.

/The approach
  • Product Strategy — Defined the product vision and value proposition, positioning Support.Guru as a category specific AI support assistant for beauty professionals.
  • AI Personality & UX — Designed the assistant's tone of voice to be clear, calm, and jargon free. Ensured responses were structured for non technical users while maintaining accuracy and trust.
  • Brand & Experience — Created the brand identity, visual language, and product landing page.
  • Leveraged AI-driven tooling throughout the workflow:
    • Figma + Figma Make for layout and structural exploration
    • Google Gemini for brand imagery
    • ChatGPT to refine positioning, tone, and palette
/Project challenges
  • Building Trust in AI — Ensured the assistant felt reliable and human, avoiding generic or robotic responses.
  • Balancing Simplicity with Accuracy — Translated complex technical troubleshooting into language suitable for beauty professionals.
  • Scope Discipline Under Pressure — Delivered a pitch ready product experience within the pace and expectations of the AI incubator model.
n8n workflows

Behind the interface, the assistant was orchestrated through n8n workflows, enabling structured automation, response routing, and scalable AI integration.

Chat assistant proof of concept in use

/How did I have an impact?

Working from a defined brief, set the brand direction from the ground up — developing the full visual identity, tone of voice, and positioning independently, ensuring the product felt native to the beauty industry rather than generic AI support.

Defined the assistant's conversational framework in partnership with the engineering team — establishing the tone, language principles, and response structure that shaped how the AI communicated with non-technical users, while engineering owned the underlying model and automation.

Designed and built the investor-ready landing page end to end, translating the product's value proposition into a clear, credible experience capable of supporting commercial conversations.

Validated the assistant concept with real beauty professionals, with feedback confirming the tone and positioning resonated with the target audience.

Investor-ready product landing page communicating positioning, value, and differentiation.

/Outcomes

Delivered a fully branded, investor-ready AI support concept — covering product positioning, visual identity, conversational framework, and a working landing page — within the pace and constraints of the Dootrix AI incubator model.

Validated the concept with beauty professionals, with early feedback confirming the tone and positioning landed clearly with the intended audience.

Established a clear value proposition for a market underserved by generic support tooling, giving the product a credible foundation for commercial development.

The product remains in active development — the strongest signal that the incubator work achieved its core objective of proving viability.

/further reading
Dootrix case study