Ai Search

An AI-powered self-service solution for instant topic access on ubs.com/help

Role

UX Designer

Team

ubs.com/ch

Timeline

04-09/25

Project
overview

Business goal

UBS needed a faster, more intuitive way for users to reach self-service content on ubs.com - reducing friction and getting people to the right answers without extra clicks or dead ends.

Project problem

The solution had to leverage AI responsibly. That meant designing an experience that felt trustworthy, transparent, and genuinely useful, not just technically capable.

Approach

Scoping & Research

The first phase covered scoping the problem space, benchmarking competitor and industry solutions, and running a workshop with an external consultancy. Early wireframes helped align the team on direction.

Ideation, Design

Two distinct high-fidelity concepts were designed and put in front of real users. User testing at this stage gave us concrete signal on what was working and what wasn't, before committing to a direction.

Ideation, Design

Finalization

The stronger concept was selected based on testing outcomes. Final refinements were made and the design was handed off ready for implementation.

Finalization

The stronger concept was selected based on testing outcomes. Final refinements were made and the design was handed off ready for implementation.

Concept chosen for the initial implementation:

Building Trust

AI indicators and cited sources keeps the experience transparent, giving users confidence to act on results and a way to verify answers.

Search and Action

Deep links within AI responses takes users directly to the relevant banking feature, turning an answer into an action.

Impact

Overwhelming Adoption

98% of users relied on AI search results over traditional results, a clear sign the experience earned their trust from the first interaction.

Overwhelming Adoption

98% of users relied on AI search results over traditional results, a clear sign the experience earned their trust from the first interaction.

Door for further Development

The project's success helped clear the way and secure internal funding for similar AI solutions within the UBS mobile app and e-banking.

Validated by Users

Positive feedback during testing confirmed the design struck the right balance between capability and approachability.

Validated by Users

Positive feedback during testing confirmed the design struck the right balance between capability and approachability.

Reflections

Working on this feature pushed me to think carefully about how user trust in the product matters, especially in the age of Ai. It was rewarding to see something I worked on go on to influence future Ai related projects at UBS.