Case Study


The primary goal of Chat Ninja is to offer users a seamless and personalized experience when seeking information, assistance, or engaging in conversations. It is designed to be intuitive, user-friendly, and adaptable to a wide range of user needs and preferences.
Chat Ninja boasts an extensive knowledge base, incorporating a vast amount of information and expertise across various domains. Users can engage in real-time conversations, ask questions, seek recommendations, or discuss specific topics. The app leverages the power of AI to provide accurate and relevant responses, creating an engaging and informative dialogue.

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Compound Annual Growth
Expected Sales
Transaction Increase​


Netro Pay is a mobile payment application aiming for significant growth and market penetration. With a compound annual growth rate (CAGR) of 30%, expected sales growth of 30%, and a projected transaction increase of 70%, Netro Pay is positioned for success. Its user-friendly interface, innovative features, and commitment to security make it an attractive choice for users. As Netro Pay expands its user base and gains market share, it is poised to become a leading player in the mobile payment industry.


Problem Statement

Chat Ninja addresses the challenge of information overload and user frustration when searching for accurate and relevant information. It offers personalized and contextual responses, leverages natural language understanding, provides an interactive and engaging experience, democratizes access to knowledge, and delivers personalized assistance.


The goals for Chat Ninja include enhancing user experience, providing accurate responses, fostering natural language understanding, personalizing interactions, increasing efficiency, fostering engagement, continuous learning and improvement, adapting to user needs, promoting accessibility, and establishing trust and reliability.


Research: We conduct user research to understand the needs and pain points of our target audience.

Ideation: Based on the insights gathered from research, we brainstorm and ideate different features and functionalities that would meet the needs of our users.

Prototyping: We create low-fidelity prototypes to test our ideas and gather feedback from users.

Iteration: Based on user feedback, we refine our prototypes and iterate until we arrive at a high-fidelity design that meets our users\’ needs.

User testing: We conduct user testing to validate the design and ensure that it provides a seamless user experience.



User Research

User Interview
Competitive Analysis


User Personas

Empathy Map
User Journey


User Flow

Information Architecture



Hi-Fi Designs



Future Concept


The primary target audience for Chat Ninja includes individuals seeking quick and accurate information, personalized recommendations, and interactive conversational experiences. They value convenience, efficiency, and a user-friendly interface. Our target audience includes:
1. Knowledge Seekers: These users actively search for information across various domains. They value the convenience of a virtual assistant that provides reliable and relevant answers.
2. Busy Professionals: These professionals require quick access to information while on the go. They appreciate time-saving solutions that offer accurate insights and recommendations for decision-making.
3. Tech-Savvy Users: These users are comfortable with technology and have experience with AI-powered applications. They enjoy exploring advanced features and functionalities offered by Chat Ninja.
4. Lifelong Learners: These individuals have a thirst for knowledge and enjoy discovering new ideas. They view Chat Ninja as a valuable resource for expanding their understanding across various topics.

5. Casual Conversation Enthusiasts: These users enjoy engaging in casual conversations and seek companionship. They appreciate Chat Ninja\’s interactive and conversational nature, which simulates human-like interactions.

6. Individuals with Accessibility Needs: Chat Ninja is designed to be accessible to users with varying technical expertise or physical impairments. It accommodates those who may find traditional search engines or interfaces challenging to navigate.

Further research and user feedback are crucial to validate and refine the target audience. This process ensures that the app\’s features, design, and communication are tailored to best serve the needs of the users.


We conducted a thorough competitive analysis to understand the AI assistant market. This involved identifying competitors, comparing features, evaluating user experience, and identifying differentiation opportunities. The analysis informed our decisions regarding Chat Ninja\’s design, features, and positioning in the market.



  1. Competitive exchange rates: Netro Pay offers highly competitive exchange rates for international transactions, making it an attractive option for users who frequently make international payments.
  2. Low transaction fees: Unlike some of its competitors, Netro Pay charges low transaction fees for both domestic and international payments, making it a cost-effective solution for users.
  3. Fast transfer times: Netro Pay processes transactions quickly, with most transfers being completed within minutes, providing users with a fast and convenient payment solution.
  4. Multi-currency support: Netro Pay supports multiple currencies, allowing users to easily send and receive payments in different currencies, without the need for multiple accounts.
  5. Secure transactions: Netro Pay employs robust security measures, including two-factor authentication and encryption, to ensure that all transactions are secure and user information is protected.
  6. Exceptional customer support: Netro Pay offers 24/7 customer support, with a dedicated team of professionals ready to assist users with any issues or concerns they may have.
  • Overall, Netro Pay\’s combination of competitive exchange rates, low transaction fees, fast transfer times, multi-currency support, secure transactions, and exceptional customer support make it a unique and attractive payment solution for users.



Pain Point 1

Users experience frustration and overwhelm when they are bombarded with an excessive amount of information from search results or recommendations. They struggle to sift through the noise and find accurate and relevant information efficiently.

Pain Point 2

Users face disappointment and loss of trust when AI assistants provide inaccurate or unreliable answers to their queries. They rely on these assistants to provide accurate information, and when they receive incorrect responses, it hinders their ability to make informed decisions.

Pain Point 3

Users feel a lack of personalization when AI assistants fail to understand their unique preferences and context. They desire tailored recommendations and interactions that cater to their specific interests and needs, rather than receiving generic responses that do not align with their individual preferences.



Emily Thompson

Business owner

  • University of Calgary
  • 32 years
  • Calgary, Alberta


Emily Thompson, a tech-savvy marketing manager, represents a typical user of Chat Ninja. She seeks a reliable and efficient AI assistant app that can provide accurate information, personalized recommendations, and assist her in managing her busy schedule

Pain points

  • Struggles with information overload when searching for industry-related news and updates.
  • Frustrated by AI assistants providing irrelevant or inaccurate recommendations.
  • Feels overwhelmed when juggling multiple tasks and lacking a tool to help manage schedules effectively.
  • Finds it challenging to keep up with emerging technology trends and needs assistance in understanding complex concepts.
  • Behaviors

  • Relies heavily on technology for work and personal tasks.
  • Uses AI assistant apps for quick access to information and recommendations.
  • Prefers user-friendly interfaces and intuitive interactions.
  • Values time efficiency and accuracy in information retrieval.
  • Actively seeks opportunities to expand knowledge and stay informed.
  • Goals

  • Obtain accurate and up-to-date industry information quickly.
  • Discover new recipes and receive personalized cooking recommendations.
  • Effectively manage work and personal schedules with reminders and task organization.
  • Enhance knowledge in emerging technologies and stay informed on the latest trends.
  • User
    Journey Map

    Persona: Emily Thompson

    Goal: Emily\’s goal is to find accurate and up-to-date industry information quickly and efficiently.









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