Building a Futuristic, Immersive AI-Driven Digital Assistant for DSM
A next-gen AI assistant designed to help DSM employees streamline work, boost productivity and minimise errors — all in a seamless, personalised experience.
Overview
DSM is a multinational specialising in nutrition, health and beauty. They were exploring how to integrate AI into employee workflows to maximise productivity and reduce human error.
The brief: design a futuristic digital assistant that helps DSM's employees work smarter and more efficiently — not yet another chatbot bolted onto a dashboard.
Understanding
the problem
Online interviews with DSM employees surfaced where AI could realistically take pressure off their day-to-day work, before any pixel was drawn.
And many more...
From the research we distilled four primary personas — Procurement Manager, Plant Manager, Account Manager and New Employee — each with their own end-to-end journey through the assistant.
Objectives
Objective
A truly next-gen assistant
Not a mindless chatbot — a dynamic, intuitive presence that learns from history and preferences to feel genuinely personal.
Objective
Map where AI actually helps
Covered as many real workflow scenarios as possible before any wireframing — so the design solved the right problems.
Objective
Consistent yet adaptive dashboard
Flexible enough for different tasks, but consistent enough to feel reliable across every employee role.
Solution
Once user journeys and wireframes were confirmed, the work shifted into high-fidelity design — advanced prototypes, micro-animations and realistic voice command integration.
Advanced Prototypes of 5 Key Flows
Realistic high-fidelity prototypes for the five core scenarios — pushing visual detail hard to sell the futuristic feel.
Smooth Interactions & Micro-Animations
Dynamic, adaptive layouts with transitions that feel polished and intentional, without overwhelming the user during their flow.
Avatars & Voice Command Integration
Voice interactions wired up in Protopie alongside AI-driven avatars — adding a layer of realism that pushes the assistant beyond a typical dashboard.
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