IAMAI — Everyday tasks through conversation

IAMAI explored how people could access services and complete everyday tasks through natural conversation, bringing cinema bookings, ride hailing, shopping, groceries, flights, and hotels into one experience.

The challenge

With more than 12 domains inside one app, from grocery and cinema to travel, food, and email, the experience had grown fragmented. Voice, swipe, gesture, and tap behaved differently from feature to feature, learning curves were steep, and each team built its own components, making the product hard to scale.

My role

As part of the squad leadership team, I helped shape the concept, focusing on conversational journeys and agentic flows — how users express a need, receive guidance, review options, and move from a request to a confirmed action.

The strategy

Rather than fix everything at once, the team focused on the two most-used services first, Carrefour grocery and VOX cinema, which accounted for around 76% of all interactions. Getting those journeys right created a repeatable framework the remaining domains could follow.

Three design principles guided the work: effortless, reducing cognitive load; memorable, using familiar mental models; and magical, AI-powered yet intuitive.

Interaction and navigation framework

A three-tiered interaction model let people engage the way they preferred: tap and hold for voice, type and interact for a keyboard-based alternative, and tap for direct, familiar navigation.

A unified navigation framework then made movement between home and each domain predictable, with a consistent back pattern and transitions that mirrored entering and leaving a physical room.

The experience

A simple voice request such as "Book two movie tickets for tonight" could start a guided journey through choosing a show, selecting seats, and confirming payment, followed by an optional ride to the cinema.

The same approach extended to finding products, building grocery baskets, comparing flights, and booking hotels. The assistant would clarify missing details and prepare actions, while users stayed in control through explicit confirmations.

Key design focus

Natural voice interactions with relevant follow-up questions.

Visual support for comparing options and reviewing details.

Context carried across connected tasks to reduce repetition.

Clear confirmations, corrections, and booking status.

IAMAI — Conversational journeys across entertainment, shopping, rides, and travel

A scalable design system

Built on atomic principles and design tokens so themes could change without rework, the system became the largest component library in the group and was later reused across other apps, cutting duplicated design, development, and QA effort and speeding new features to market.

Validation in private beta

Tested with a focus group of more than 300 private beta users on the Carrefour domain: tasks were completed around 2.2x faster with fewer steps, roughly 80% of users preferred the hybrid interaction model over voice-only or tap-only, and task completion time dropped by about 30%.

Outcome

IAMAI defined a direction for making a complex service ecosystem feel intuitive through conversation. Although the super app did not launch publicly, the work positioned the group as a leader in AI-driven digital experiences and influenced features that shipped in Carrefour and SHARE.