Project 01 // case study
CustomPath: AI Powered Business Strategy Platform.
Every entrepreneur begins with ambition, but many struggle to determine the right direction. The internet offers endless advice, AI tools provide generic recommendations, and traditional consulting can be expensive and inaccessible. As a result, users often feel overwhelmed, uncertain, and unsure of which strategy truly fits their unique situation.
CustomPath was created to solve this challenge by replacing one-size-fits-all advice with a personalized strategic experience. Rather than asking users to interpret broad recommendations, the platform collects detailed information about their goals, experience, resources, challenges, and decision-making preferences through a structured assessment. Using these insights, it generates a customized strategy document designed specifically for each individual.
Understanding users through research, insights, and real-world challenges.
Many aspiring entrepreneurs struggle to turn their ideas into clear business strategies due to expensive consulting and generic advice. The research focused on understanding users' goals, challenges, motivations, and the guidance they need to make confident business decisions.
CustomPath is designed for aspiring entrepreneurs and business professionals who need structured, personalized guidance. The primary audience includes first-time entrepreneurs, startup founders, and small business owners, while business consultants, entrepreneurship students, and investors benefit from the platform as secondary users.
Users often find business planning overwhelming due to scattered information, generic advice, and the high cost of professional consulting. These challenges reduce confidence, delay decision-making, and make it difficult to build a clear, actionable business strategy.
Research showed that users value simple, guided experiences over complex documentation. Personalized recommendations, clear progress tracking, and an intuitive interface helped build trust, improve engagement, and keep users motivated throughout the planning process.
Many aspiring entrepreneurs struggle to turn their ideas into clear business strategies due to expensive consulting and generic advice. The research focused on understanding users' goals, challenges, motivations, and the guidance they need to make confident business decisions.
CustomPath is designed for aspiring entrepreneurs and business professionals who need structured, personalized guidance. The primary audience includes first-time entrepreneurs, startup founders, and small business owners, while business consultants, entrepreneurship students, and investors benefit from the platform as secondary users.
Users often find business planning overwhelming due to scattered information, generic advice, and the high cost of professional consulting. These challenges reduce confidence, delay decision-making, and make it difficult to build a clear, actionable business strategy.
Research showed that users value simple, guided experiences over complex documentation. Personalized recommendations, clear progress tracking, and an intuitive interface helped build trust, improve engagement, and keep users motivated throughout the planning process.
Entrepreneurs need a simple and personalized way to turn business ideas into actionable strategies without relying on costly consultants or complex business knowledge.
PAIN POINTS: Managing multiple clients and deadlines • Building credibility and trust • Maintaining long-term client relationships • Lack of business insights
GOALS & NEEDS: Increase revenue, Get paid faster, Time-saving tools
Shacube solutions - Etisalat (UAE)
PAIN POINTS: Missed follow-ups • Time-consuming manual tasks • Limited sales insights
GOALS & NEEDS: Generate quality leads, Increase sales conversions, Automated follow-ups, Simple dashboard
PAIN POINTS: Data entry errors • Time-consuming reporting • Compliance challenges
GOALS & NEEDS: Make informed decisions, Secure data
Exploring, refining, and prioritizing ideas to transform user research into a seamless and personalized business planning experience, while defining the platform structure and user journey that guide users from onboarding to strategy creation.
Several concepts were explored before finalizing the experience.
A guided questionnaire collects user inputs and preferences to generate tailored business strategies with minimal effort.
A centralized dashboard provides users with quick access to their progress, recommendations, & saved business plans.
A structured roadmap breaks down complex business planning into clear, actionable steps for users to follow.
Visual progress indicators keep users motivated by showing completed tasks and the next recommended actions.
Intelligent recommendations provide personalized insights and strategic suggestions based on each user's goals and responses.
A curated collection of learning materials and business resources helps users expand their knowledge and make informed decisions.
A strategic MoSCoW framework designed around delivering core value efficiently at every phase.
A step-by-step journey illustrating how users interact with the platform from discovery to business strategy creation.
Designed to provide a seamless experience by guiding users through onboarding, AI-powered planning, and personalized recommendations.
Exploring, refining, and prioritizing ideas to transform user research into a seamless and personalized business planning experience, while defining the platform structure and user journey that guide users from onboarding to strategy creation.
The Prototype phase focused on transforming research insights and ideas into intuitive, interactive experiences through iterative design. Starting with low-fidelity wireframes, multiple layouts were explored to define the hero section, AI workflow, dashboard structure, and navigation. These concepts were then refined into mid-fidelity digital wireframes with an emphasis on clear content hierarchy, simplified navigation, consistent spacing, strategic CTA placement, and responsive layouts. The final high-fidelity interface combined modern visuals, strong typography, professional illustrations, and an accessible colour palette to create a polished user experience. A consistent design system—including reusable components, buttons, forms, icons, progress indicators, and responsive layouts—ensured a seamless experience across desktop, tablet, and mobile devices.
Gathering user feedback to validate the design and drive meaningful improvements.
Evaluated overall platform performance through structured, unmoderated task scenarios with 5 target user profiles, pinpointing interaction friction and optimizing completion efficiency.