W
anjzie
I Design For
Outcome!
Fable
This case study explores my work on Fable, an AI-powered Web3 platform designed for creators to craft, trade, and monetize digital stories. My role was to shape an intuitive experience that seamlessly blended AI-assisted creation with original tools, while ensuring smooth asset ownership through blockchain. In its early stages, Fable saw encouraging traction: a 20% boost in content creation sessions, a 25% increase in asset trades, and a 15% rise in returning users within the first three months. These early results validated the product’s potential to unlock creativity, collaboration, and monetization in a new, decentralized ecosystem.
Role
UI/UX Designer
Deliverables
Web App (studio)
AI-Powered
Web Application
Creative Studio
#Web3
#Figma
#Google Meet
#Google Docs
Fable is a platform built to transform how creators imagine, build, and monetize their stories. Many creators struggle with limited tools, fragmented platforms, and unclear ownership of their work. Fable bridges these gaps by combining AI-powered creation with Web3 asset trading, giving creators the freedom to generate, collaborate, and seamlessly trade their content in one ecosystem. With intuitive tools, transparent ownership, and opportunities to earn, Fable empowers creators to unlock their full potential.
As the product grows, the vision is to continuously expand creative possibilities: refining AI-assisted workflows, supporting richer media formats, and enhancing blockchain integrations for smoother asset trading. These improvements are designed not only to serve today’s creators but also to establish Fable as the go-to platform for AI-driven creativity and Web3 storytelling worldwide.
Fable, as an early-stage AI-powered creator platform, was facing critical adoption hurdles and usability gaps. While the vision was clear — to give creators the choice of using AI-assisted tools or their own original workflows — early feedback and testing highlighted areas where the experience felt fragmented and unintuitive. Average session times were low (4–8 minutes), and fewer than 50% of test users completed a project beyond initial setup, signaling friction in the creative journey.
As Senior Product Designer, my role was to reimagine the platform’s core experience, ensuring creators felt both empowered by AI and in control of their originality. The challenge was to design a seamless, flexible environment where creativity felt amplified, not constrained.
Key Challenges Identified
Fragmented creative flow: User testing revealed that 6 out of 10 participants felt the workflow required too many steps — “it feels like I’m jumping between tools instead of creating in one space.”
Unclear balance between AI and originality: Many users were unsure when to lean on AI versus their own work, with 40% expressing concern about “losing ownership of their creative voice.”
Low engagement with publishing features: Analytics showed that only about 35% of users went on to share or publish their creations, suggesting barriers at the final stage of the process.
Inefficient collaboration: For creators working in teams, real-time collaboration felt clunky. Feedback noted that “it takes too long to co-create or review projects,” reducing Fable’s potential as a community-driven tool.
Benjamin
“I spend hours sketching from scratch when all I want are smart tools that speed up my creative flow without losing my style.”
Clara
“Every platform forces me to juggle 5 different apps just to create, edit, and share my tracks — nothing feels seamless.”
Emma
“AI tools give me ideas, but they don’t let me shape them into something that truly feels like mine.”
Emma
“Editing takes more time than filming — I wish I had AI tools that could speed up the boring parts so I can focus on storytelling.”
01
RESEARCH
Identifying Creator Challenges
Desk Research on AI & Web3 tools
Competitor Benchmarking
User Interviews & Surveys with Creators
02
SYNTHESIS
User Persona
User Journey Mapping (idea → AI assist → publish/share)
03
IDEATION
Developing AI-Assisted Workflow Solutions
Moodboard for Brand & UI Direction
Mid Fidelity
High Fidelity
Iterative Review & Refinement
04
FINAL DESIGNS
Design System for Consistency
Creator Dashboard & AI Workflow UI
Web Experience for Launch
05
ITERATIONS
Post-Launch Feedback Integration
Dev Hand-off & Collaboration
Usability Testing & Micro-Interactions
Ongoing…
These stats highlight time constraints, creative block, and lack of AI tools as the biggest pain points—directly
justifying why Fable’s AI-powered platform is positioned to succeed.
As Fable began attracting early adopters, it became evident that creators were excited about the promise of blending AI with original tools, but the actual experience often fell short of expectations. While the platform aimed to simplify the creative process, feedback revealed that many users struggled to integrate AI into their workflows effectively.
Analytics confirmed this friction: average project completion rates hovered around 48%, with users abandoning midway due to unclear workflows and scattered toolsets. Session times varied wildly—some users spent just a few minutes exploring AI prompts, while others lingered for hours without clear outcomes. This inconsistency suggested that while curiosity was high, structured engagement was missing.
User interviews revealed deeper pain points. Many described feeling “overwhelmed by options” or “unsure when to lean on AI versus their own creative input.” In fact, 4 out of 6 interviewees admitted they abandoned projects not because of lack of ideas, but because the tools felt too disjointed to carry them from concept to completion. The very balance between AI-assisted creation and original work—Fable’s key value proposition—was causing hesitation instead of empowerment.
On the collaborative side, friction also surfaced. Users wanted to share, co-create, or iterate in real time, but the absence of smooth collaboration features left projects siloed. This gap not only stalled productivity but also reduced the “social” spark that many creators rely on for momentum.
Churn Rate: Early churn stood at 32% within the first 2 weeks, with most drop-offs happening after users attempted their second project.
AI Adoption vs Manual Tools: Only 38% of users used AI features beyond their first trial session, while 62% defaulted back to manual tools.
Completion Funnel: Of those who started a project, only 48% reached draft stage, and just 27% reached a publish-ready output.
Collaboration Attempts: Over 55% of shared project invitations were either not accepted or abandoned midway, highlighting a friction in real-time co-creation.
NIGERIA
Cardtonic
Strength: Instant payouts, competitive rates, and strong local presence in Nigeria.
Weakness: Limited global reach and fewer advanced features for scaling beyond local markets.
USA
Raise
Strength: Large international marketplace with strong buyer trust and wide brand coverage.
Weakness: Transaction fees are relatively high, and payouts can take longer compared to instant-trade platforms.
USA
CardCash
Strength: Established reputation with strong retail partnerships and reliable service.
Weakness: Less focus on mobile-first experiences, and trading options are limited compared to newer platforms.
NIGERIA
Flippay’s Advantage
By combining competitive local rates, a streamlined 3-step trading flow, and a scalable, user-friendly design system, Flippay positions itself as both locally competitive (against Cardtonic) and globally relevant (bridging usability and speed gaps left by Raise and CardCash).
68%
of users find existing gift card trading apps too complicated, with unclear steps and long processes before payout.
72%
of users expressed frustration with low exchange rates and hidden fees, making them skeptical of platforms.
61%
of users reported they abandoned a trade midway because the process took too many steps or required too much information.
54%
of users said trust and security were their top concerns when choosing a platform, with many fearing scams or delayed payments.
76%
of users stated they would be more loyal to a platform that offers instant payouts, transparent rates, and loyalty rewards.
The goal of the ideation phase was to translate insights from research into actionable design opportunities that would simplify the trading process, build trust, and improve overall engagement on Flippay’s mobile and web platforms.
Brainstorming & Workshops
I facilitated structured brainstorming (PM, CEO, and Devs) sessions to generate multiple solutions around key pain points, such as reducing the 5–6 step trading flow and improving rate transparency. Using methods like “Crazy 8s” and “How Might We” exercises, we explored a wide range of ideas before narrowing them down.
User Journey Mapping
I created detailed user journey maps to visualize how users currently interacted with Flippay and identified moments of friction. These maps informed opportunities to shorten the selling process to just 3 steps, ensuring clarity at every touchpoint.
Wireframing & Concept Exploration
Low-fidelity wireframes were developed to explore different layout options for navigation, onboarding, and trading flows. By iterating rapidly, I was able to test and refine concepts early, ensuring solutions were both feasible and user-centered.
Feature Prioritization
Through impact vs. effort analysis, features like instant payout confirmation, transparent exchange rates, and a simplified admin dashboard were prioritized. This ensured we focused on the changes that would deliver the most value to both users and the business.
As Flippay grew, it became clear that consistency, scalability, and efficiency were critical to delivering a seamless user experience across mobile and web platforms. To support this, I established a unified design system that served as a single source of truth for both designers and developers.
The goal was twofold:
Enhance user experience by ensuring visual and functional consistency across every touchpoint.
Improve team efficiency by reducing design debt, accelerating handoffs, and enabling faster iteration.
This system included a comprehensive set of tokens, reusable components, and interaction guidelines, making it easier to scale features, maintain brand identity, and ensure accessibility across the product ecosystem.
Enter credentials
Verify mobile number + email
Setup biometrics + PIN
Select/Search card
Enter value + see summary
Upload Card or Receipt
Dashboard
Transactions
Gift Cards (control room)
Admin Portal (only Super)
Trade Cards
Support
Invite Via employee email
Create Password
Welcome + Login
"
Victor is an exceptional designer whose creativity shines through in his work. He has a profound understanding of business needs, which is evident in every project he tackles. His ability to blend aesthetic appeal with functional design makes him stand out in the industry. Victor's contributions are not only prolific but also deeply insightful, catering precisely to business requirements.
Daniel Osinuga
Project Manager of PayNyce (Flippay)