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Lions | AI Tool

I led the product design for Lions AI, creating a unified workspace that bridges the Informa creative platforms. We moved from a simple chat interface to a robust, agentic workflow that empowers deeper strategic work.

AI Strategy, Product Design, Rapid Prototyping, Commercial Strategy, UX/UI

Lions AI is a transformative tool designed to unify content across Informa’s subscription powerhouses—WARC, Cannes Lions, Love The Work, Contagious, and The Effies. The project aimed to break down content silos for creative directors, strategists, and marketers, offering a single source of truth. By shifting from simple retrieval to deep research and refinement, the tool not only improved user workflows but became a critical lever for the business’s commercial strategy.

🚩 The Problem
The primary challenge was bridging the gap between a disjointed user experience and an aggressive commercial goal. Users had to navigate multiple siloed subscriptions to find insights, while the business needed a compelling reason to upsell customers to an expensive “All-Access” bundle. Initial stakeholder ideas focused on a basic chat interface, which lacked the necessary value to justify the premium price point or support complex creative workflows.

Summary

🎯 The Objective
The goal was to design a professional-grade AI workspace that would convert single-product users into full ecosystem subscribers. Key objectives included moving beyond a “chatbot” to a “workspace” model where users could refine and interrogate data. We aimed to validate the concept quickly through a “Lite” version launched at Cannes Lions 2025, using the insights gathered to develop the robust “Pro” version capable of handling deep research, inspiration, and validation tasks.

👤 Involvement
As the Product Design Lead, I pivoted the project from a standard chat interface to a structured agentic workflow. I introduced a 3-step interaction pattern—Diagnostics, Workspace, and Output—tailored to specific user needs via specialist agents (Research, Inspiration, Validation, and Briefing).

To ensure these complex interactions felt natural, I use “Vibe Coding” (leveraging AI to write code) to translate my Figma designs into a functioning web prototype populated with realistic dummy content. This allowed us to test the “feel” of the agents and the workspace logic with real users effectively, ensuring the product was validated before handing over to the engineering team.

Conclusion

🚀 Results
Although currently in Beta with a mass release targeted for Feb 2026, Lions AI Pro has already achieved significant commercial success. The tool is successfully converting existing users to the “All-Access” bundle pre-launch, with the commercial team attributing a smoother sales process to the product’s high perceived value. User testing has been widely positive, with strategists and creatives reporting excitement about a tool that actively aids their work rather than just retrieving links.

🏁 Conclusion
Lions AI represents a successful alignment of user needs and business strategy. By designing a tool that offers genuine utility through specialised agents and a refinement workspace, we created a product that justifies a premium investment. The move from a simple “Lite” validator to the fully-featured “Pro” version has established a new central infrastructure for Informa, proving that AI tools can be both commercially potent and deeply useful for creative professionals.

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