quiller.ai

Quiller

Behind the Work

Overview

How we helped Quiller build value in their AI content creation platform

About the client

Quiller is an AI-powered writing assistant built to help progressive organizations generate clear, impactful content (think emails, petitions, and campaign messaging) with speed and confidence. Their platform empowers users, even those who are not tech-savvy writers, to engage their communities by making it easy to draft, refine, and personalize communications at scale.

The challenge

When Quiller approached us, they were facing a critical challenge: users struggled with a steep learning curve, high cognitive load, and unclear value when trying to generate campaign content with AI. Many new or less tech-experienced users felt intimidated, abandoning the product before seeing its potential. The Quiller team needed a more intuitive onboarding and chatbot experience that could surface value immediately, build user trust, and accelerate adoption.

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Approach & solution

We delivered a streamlined onboarding and chat experience that made it instantly clear how Quiller drives value. From guided brand voice setup to easy access templates and feedback-powered chat, our redesign removed friction and helped users confidently create high-impact content, boosting both adoption and engagement from day one.

Why it matters

The new platform we designed for Quiller directly contributed to its acquisition by Grassroots Analytics, unlocking their next chapter as leaders in progressive technology.

Process

Turning user insights into business wins

From the start, we worked as extensions of Quiller’s own product team, running collaborative workshops to understand unique workflows and constraints. Our research-driven approach helped us empathize with users who weren’t “power users,” mapping out critical first-time experiences and points where users typically dropped off.

Working closely with Quiller’s engineering and product leads, we tested flows in real-life scenarios—rapidly implementing feedback and prioritizing changes that promoted direct value and minimized friction. We helped synthesize user insights into an actionable product roadmap, guiding the team to prioritize what mattered most for impact while still designing for delightful experiences.

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Craft

Designing for trust and empowerment

Our approach for Quiller was built specifically for experts who felt uncertain about AI in their workspace, prioritizing supportive messaging, approachable visuals, and clear feedback that instilled confidence, reassuring users this tool was built to empower, not replace, their professional expertise. We prioritized clear guidance, actionable feedback, and thoughtful microinteractions—like real-time prompt suggestions and inline template options—that demystify AI while accelerating productivity.

Examples include the cinematic, step-by-step onboarding that collects user goals and context up front, feedback loops for prompts that teach users better ways to phrase content requests, and a unified design style that keeps everything approachable for non-technical audiences. These choices made it easy for anyone to get started and see results, cementing Quiller’s value as a truly accessible AI writing partner.