Fetchy: The AI Second Brain for the Busy

As Founding Designer, I bridged the gap between LLM complexity and human intuition partnering with a visionary Founder and a Lead Engineer to design an "Invisible Assistant" that organizes your notes, links, and life through a single message.

Fetchy: The AI Second Brain for the Busy

Role

Founding Designer

Client

Fetchy

Timeline

4 Months

Platform

iOS, Web Mobile, App

Stack

Figma, Uizard, Gemini, ChatGPT, Trello

Results

By consolidating the first three key sales platforms from a fragmented landscape of over 200 legacy systems, we established a more seamless, unified sales process for AT&T Business. This optimization resulted in 30 minutes saved per day for every seller, drastically increasing operational efficiency and contributing to a projected $1.6 billion in savings over the next five years.

Challenge

AT&T’s legacy quoting process was slow, manual, and disconnected. My challenge was to lead the design of a unified CPQ engine that stripped away the noise and let sellers get back to what they do best: closing.

Brief

I was brought on by the Founder (Marketing & Vision) and Co-Founder (Engineering Lead) to take full ownership of the end-to-end experience for Fetchy.

The founders had the engine, a powerful way to capture data and the initial wireframes to prove the concept. My mandate was to take those raw parts and build a high-fidelity, high-trust product that users would actually rely on. As the Founding Designer, I sat at the intersection of business goals and engineering constraints, translating "technical potential" into a "product people love."

Strategy

Designing for Cognitive Ease

The core problem we solved was cognitive friction. For executives, busy parents, and users with ADHD, the "work" of organizing a note-taking app is a barrier to entry.

We led the strategic shift toward an OS-First, Messaging-Led interface. By leveraging the existing behavior of texting, we eliminated the "new app" learning curve. I designed the UX to ensure that "saving" a thought was as low-effort as a quick text, while "finding" it felt like asking a friend for a reminder.

Leading the 0-to-1 Journey

While the Co-Founder had established the initial functional flows, I took the lead on building a scalable, end-to-end UX.

Rapid Prototyping

I built interactive prototypes to stress-test the "text-to-retrieval" loop. I used these prototypes to facilitate deep-dive sessions with the Lead Engineer to ensure every "magical" interaction was technically feasible within our LLM constraints.

Design System

I created "Pebble," our proprietary design system. This wasn't just about buttons and colors; it was about creating a modular framework that allowed our iOS engineer to ship high-quality features at the speed of a startup.

Defining the Voice

I worked with the Founder to refine the "Voice and Tone" of the AI. We moved away from sterile bot responses toward a "Digital Companion" persona that felt warm, supportive, and reliable.

Designing the "Invisible" Engine

I took the lead on designing the UI for a highly complex backend. Our goal was to make sophisticated AI feel like a simple "Search-as-Answer" experience.

LLM Ingestion

I designed the feedback loops that confirm when the AI has successfully parsed a message (e.g., turning a messy text into a structured calendar event or link).

Hybrid Search UI

I collaborated with the Lead Engineer to design a search experience that combines Semantic Search (understanding intent) and Keyword Search (exact matching). I ensured the UI prioritized the "Instant Answer" at the top, so users never had to dig through a list of files again.

Iteration Through "Dogfooding" & Data

Design at Fetchy was a living process. I led our internal alpha testing to ensure the product survived real-world chaos.

Testing the MVP

We lived in the app ourselves, alongside a circle of alpha testers and our growing email list.

The "Context" Pivot

Through testing, I realized users didn't just want to find notes; they wanted context. I designed a system of "Auto-Tags" where the AI silently categorizes content (e.g., "Recipes," "Work Ideas," "Kids") so the user never has to.

Impact

As the Founding Designer, I delivered a market-ready MVP that balanced the "human and magical" with the "invisible and effortless."

Design Velocity

Established a system that reduced UI development time by 40%.

Strategic Foundation

I delivered more than just screens—I delivered a product identity and a UX framework that allowed the Founder to pitch a clear, compelling vision to the next round of stakeholders.

Strategic Leadership

I moved the product from a collection of ideas into a scalable experience, providing the visual and functional proof-of-concept needed for the next phase of Fetchy’s growth.

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