ASOS
Size, Fit & Confidence to Buy
A research-led discovery into how customers choose a size online, where confidence breaks down, and where ASOS could help.
A great idea.
No journey yet.
SeedLegals' Investor team had built an AI feature that could read a pitch deck and pull out the details investors would otherwise type in by hand. The trouble was, it worked like a black box. Investors uploaded a deck and waited with no idea what was happening. When the results arrived, there was nothing to do with them.
My job was to design the journey around it. Investors needed to know something was happening while they waited, and somewhere to act on the results: a Deal Flow where they could talk to founders and send investment proposals in one place.
- Company
- SeedLegals
- Platform
- Web app
- Focus
- Journey design around existing AI extraction
- When
- Q1 2025
At a glance
The problem
Investors couldn't tell if the AI was working, and had nowhere to act on the results once it finished.
My approach
Show progress at every step, then land the results in Deal Flow, ready to act on.
The result
One place to go from pitch deck to founder conversation to investment proposal.
The opportunity
“What if investors could see the AI working, and be ready to talk to the founder by the time it finished?”
01: Hypothesis
What we set out to prove
Due to
AI extraction that saved investors manual data entry, but ran silently and left them with results they couldn't act on
We believe
Showing progress at every step, then landing the results in Deal Flow, will turn a hidden process into one investors trust and use
Will result in
Fewer investors giving up while extraction runs, and more decks turning into founder conversations and investment proposals
We'll know we're successful when
Investors stay with the extraction while it runs, then use Deal Flow to contact founders and send proposals without leaving SeedLegals
Success signals
01
Confidence while waiting
Fewer investors abandoning the upload while extraction runs
02
Time to a deal
Less effort to get from an incoming deck to a deal in Deal Flow
03
Deals moving forward
More founder conversations and investment proposals started in Deal Flow
02: The experience
Upload. Watch it work. Review. Create.
01
Upload
Investors start with what they already have: the founder's pitch deck.
02
Watch it work
Banners and per-field loading states show data arriving, so the wait reads as progress.
03
Review
Investors can check, amend or complete what's been extracted, even when a deck is missing fields.
04
Create
The reviewed deck becomes a deal in Deal Flow, where investors can message founders and send investment proposals in one place.
03: Reflections
Looking back
Next
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