Choosing.ai
Choosing.ai is a role-specific AI discovery dashboard that helps professionals confidently find and adopt the right tools. By combining trustworthy sources like LinkedIn with curated tool rankings, industry news, and leadership insights, the platform guides users through the AI landscape based on their profession — from software engineers to architects. Each user can explore, validate, and save relevant tools, with AI-powered summaries and direct access to official resources.
My role
As product designer and UX researcher, Willa led the end-to-end design process — from research synthesis and information architecture to UI design and interaction flow. She also handled no-code prototyping and crafted intuitive “vibe-driven” experiences through lightweight front-end logic, combining usability testing with iterative content modelling to define the dashboard’s scalable structure.
Problem
AI promised empowerment, but gave us fatigue. In a survey of 107 users, over 80% say they don’t enjoy exploring or comparing tools. It’s either endless trial-and-error, or draining hours of validation.
Information fatigue
“I look for tools in a massive, constantly growing ocean of recommendations.”
Discovery friction
Preference of a gentle nudge
Curiosity with no clear path
Desire for structure
Need for validation
“I kinda don’t need more of that. I am tired of daily revolutions.”
“Remind me from time to time about new things in the industry.”
“Tell me what’s out there. There’s more than I know.”
“A database would be useful.
Or a dictionary.”
“I don’t know how to find the tool, actually.”
Opportunities
As AI tools flood the market, professionals aren’t struggling to find more — they’re struggling to find what’s trustworthy.
There’s a growing demand for discovery that filters out unproven options and highlights tools with credible signals: expert endorsements, conference mentions, or adoption by respected practitioners.
This opens the door for a platform that:
Goal
To make AI tool discovery feel as easy and credible as asking a trusted expert, backed by signal not hype.
By curating with intention, Choosing.ai helps users make informed, confident decisions without wasting tim - turning a chaotic landscape into a clear, calm, and actionable experience.
Filters out noise
focusing only on tools with professional relevance or meaningful adoption signals.
Surfaces tools that have real-world validation
whether cited at a summit, shared by a domain expert, or adopted by leading firms.
Offers multiple ways to explore
from structured search to serendipitous discovery.
Feature 1
Position the user to a professional area
Feature 2
Review the most popular ai tools, news and leadership speak at any time.
Feature 3
Review quality information of tools & save for later usage.
Feature 4
Open saved tool dashboard and continue trying on desktop