custom AI greeting cards
lead product designer // experience strategy • AI experience design • design leadership • interaction design • visual design • prototyping • UX research
I led the design of HP's AI-powered greeting card experience on the HP app, enabling users to generate custom cards using personalized prompts and photos. I drove product direction, interaction and visual design, user research, and overall experience strategy, collaborating with product management and stakeholders, and providing guidance and mentorship to the interaction and visual design team supporting this initiative.
This feature is currently in beta, available for all HP app users in August 2026. Contact me to learn more.
business goal
HP sought to provide consumers with a way to create and print custom AI-generated greeting cards, offering an experience and output high enough to increase printing, drive AI monetization, and replace the legacy greeting card experience hidden within the photo printing feature.
user experience goal
This greeting card initiative was initially focused around the power of AI, not users or their needs. My goal was to build an experience strategy and UI that exceeded business goals through a deep understanding of both the greeting card creation process and user sentiments and needs around AI tools, resulting in a successful feature with user needs at the center.
design process
01/ discovery and alignment
As part of a broader AI experience initiative, I developed a comprehensive AI experience strategy that included defining principles and advocating for a user-centered AI experience that countered initial business expectations, focusing on enabling user goals over highlighting AI features. I then developed a strategy for card creation that integrated business goals with user insights around card creation and AI sentiment, securing product partner buy-in to shift the product strategy toward a more user-centered approach that pulled the experience out of the photo flow and into a stand-alone feature.
02/ definition and exploration
To support a user-centered experience, I led our design team in conducting extensive audits of card experiences, from digital creation tools to traditional greeting card aisles. I built a detailed user journey that incorporated these learnings, and helped the team create wireframes, reviewing with partners and stakeholders throughout the iterative process. We then began prototyping and creating visual designs, leveraging HP’s design system while introducing new AI-specific patterns to the system.
03/ validation and iteration
Through multiple rounds of user testing and user surveys, we refined the AI card creation experience, improving usability and in combination with development constraints, ultimately leading to a pivot in the UI approach in order to make the overall process more intuitive and accessible for users unfamiliar with AI. I worked closely with UX research, engineering and product teams to balance user needs with development constraints, ensuring an optimal experience for users and the business.
04/ delivery and implementation
Partnering closely with engineering, I created detailed specs and flows alongside my design team. Our agile process required frequent design shifts, relying on close collaboration with developers to rapidly iterate and adapt while staying focused on a user-driven experience. The final product enables users to generate, personalize, and print greeting cards effortlessly, working within technical constraints and exceeding business expectations.
