Project Details

The initial steps for developing Aurora AI involved several stages to refine the solution and align it with erural's identity and needs. It all began with a presentation I made, which served as an "MVP" of erural's Tone and Voice Guide (STAGE 01), during a Tech Talk, an internal ritual of the Product Team on Fridays. This event provided an opportunity to introduce the work to the team, fostering visibility and collaboration in identifying how they perceived erural (personality and positioning).

“The guide is essential for product designers to maintain a consistent experience and ensure users remember your brand.” - Cris Luckner

With positive feedback from one of the Heads, I helped form a multidisciplinary team with two company leaders from Marketing and Growth. Our discussions confirmed that the identified pain points were well-structured, paving the way for the next development phase.

As a foundation, I structured the survey questions using Pamela Wilson's Big Brand System method, a simplified and practical approach to help small businesses build strong and effective brands. This led us to conduct internal research to explore communication challenges and identify improvement opportunities.

The primary idea was to ensure that Aurora AI would be more than just an automated tool—it should become a living extension of the company, reflecting the characteristics mapped through employee research and defining erural's identity.

Internal Mapping

Key pain points identified within the company:

• Communication inconsistencies, leading to a compromised User Experience;

• Difficulty in scaling communication, as the company's growth made communication increasingly challenging;

• Misinterpretation of the brand/company identity;

• User confusion and frustration, when encountering misaligned communication based on past experiences;

• Inefficient content production, due to the lack of documentation (Writing Guide), resulting in frequent revisions as different employees attempted to "fix" communication inconsistencies;

• Lack of emotional connection, making it harder to engage with the company's customer base;

• Shifting responsibility for writing copy to those perceived as more proficient in writing;

• Difficulties in decision-making for microcopy, copy, and text (Writing) in different contexts;

• Absence of a Discovery process to identify solutions;

• Alignment with the entire company.

These issues were easily noticeable in social media posts and digital products. Examples include titles, subtitles, blog posts, notifications, checkout pages, error messages, action feedback, forms, surveys, notification management, login, and registration processes.

Building a Solid Foundation

Using insights from internal research and erural's personality and positioning matrix, Aurora AI was created. Our focus was on developing a solution that was not only functional but also reflected the company's friendly, modern, and accessible essence, as identified in employee responses.

The starting point was mapping communication-related pain points and interaction consistency. We discovered that many employees faced challenges with communication scalability, causing delays and frustrations. The lack of clarity in tone and voice across different channels, such as chatbots, emails, and social media, was also a concern. This made it clear that Aurora AI needed to act as an ally in simplifying and standardizing these interactions.

We began with simple conversational flows, manually validated with internal teams. This strategy allowed Aurora to be built and refined incrementally, ensuring that each interaction was tested and aligned with erural's principles. We created internal personas and mapped employee journeys, helping us understand how AI could efficiently meet real needs.

Challenges and Results

The main challenge in building Aurora AI was transforming an automated tool into a living extension of erural's identity, ensuring that each interaction reflected the company's friendly, modern, and accessible tone. The complexity lay in standardizing internal communication across multiple touchpoints, such as chatbots, emails, social media, and commercial support. This required careful integration between systems and teams, along with continuous alignment with the company's Tone and Voice Guide.

With Aurora AI's implementation, we developed a robust and adaptable tool that goes beyond automation. Aurora became essential for ensuring communication consistency and agility in information access, improving daily operations. This solution aligns with erural's growth strategy, fostering an innovative and accessible organizational culture while strengthening engagement and alignment among teams.