Diffui.ai
diffui.aiDiffui.ai, an AI startup launched by an ex-Figma employee, hired me as a design consultant to provide a second opinion on the main interface for their “diffusion-based UI design” product. I delivered rebrand explorations, a new sitemap, and the core user flow.
The current flow opens on a marketing page; “Launch Diffui” sits in the top right. Tapping through Projects, Prompt Input, and Canvas means four full screens before a user sees a result.
The process
From explanation to immediate experimentation
The redesign focused on removing the distance between curiosity and a first result. Each iteration simplified the journey while preserving the structure needed for deeper work.
Audit
Finding the distance to value
I mapped the existing experience from arrival to first generated result. The audit revealed that users had to move through a marketing page, project setup, prompt input, and canvas before they could understand what diffusion-based UI design actually did.
For an unfamiliar AI product, explanation was delaying the moment that could explain the product best: trying it.
Reframe
Making experimentation the first job
I reframed the homepage around a single job to be done: help me turn an idea into a visible interface as quickly as possible. That shifted the product from a marketing-first funnel to a tool-first experience where the prompt became the main entry point.
The shortest route to comprehension was also the shortest route to creation.
Structure
Collapsing the path into one flow
I redesigned the sitemap and core flow so users could begin with a prompt, learn from examples, and reach the canvas without creating a project first. Projects remained useful for returning work, but stopped acting as a gate for first-time exploration.
Project organization should support continued use, not stand between a new user and the first result.
Prototype
Designing for a blank-page moment
I iterated on prompt hierarchy, example cards, suggested starting points, and the handoff into the editor. The interface needed enough guidance to make the new interaction understandable without adding another layer of onboarding.
Examples could teach the product while also giving users a concrete place to begin.
Unify
Bringing product and brand together
The final exploration connected the simplified flow to a clearer visual direction. Rebrand concepts, interface hierarchy, and the editor entry state were developed as one system so the product felt credible without becoming heavier or more promotional.
The finished direction made the product feel more immediate: open the app, describe an idea, and start designing.
My recommendation, shown below, was to skip the marketing page entirely and land users straight on the prompt input screen. Users could test out the concept of diffusion-based UI design as soon as they opened the app.
The above proposal was shared with the founding CEO of Diffui, with its core tenets helping to shape future direction of the app’s home page and editor solutions.