AI Creator Match
0-1 PRODUCT DESIGN
AI/UX
GRIN Connect: From Creator Matching to Platform-Wide Agentic AI
Company: GRIN | Role: Sole designer within a dedicated AI pod on AI Creator Match, then working alongside another designer and two PMs to define GRIN's broader AI UX direction | Timeline: Oct 2023 – Jul 2025
Impact summary
Designed AI Creator Match, an AI-powered recommendation tool that cut the time for brands to find matching creators by 300%. As GRIN's AI ambitions expanded, I helped lead the platform-wide shift toward agentic workflows, extending AI-driven design across Affiliate Management, Outreach, and a conversational AI assistant.
The problem
Manually searching and filtering for creators was slow, and even when brands found results, recommendations often included duplicates or creators that were a poor fit, costing brands time and eroding trust in the tool itself. Leadership prioritized AI as a strategic direction, both to solve this specific problem and to explore what a broader agentic future for GRIN could look like.
My role & the constraint that made it hard
I started as sole designer on AI Creator Match, part of a dedicated pod with a PM, an EM, and a small engineering team. As GRIN's AI strategy expanded beyond creator discovery, my role expanded with it: I worked alongside another designer and two PMs to define the future of AI UX across the platform. The challenge shifted from designing one good feature to establishing interaction patterns trustworthy and consistent enough to scale across genuinely different workflows.
Process
Discovery: Solving speed alone wasn't enough. Brands needed to trust that what the AI surfaced was actually right, which meant duplicate and poor-fit recommendations had to be solved alongside the raw speed problem, not after it.
Key decision: Rather than designing AI patterns separately for each new workflow, I helped establish shared conventions for how AI shows up across GRIN, transparency into recommendations, consistent controls, a repeatable interaction model, so trust and usability carried across Affiliate Management, Outreach, and a conversational AI assistant, not just the original matching feature.
Trade-off: Scaling from one feature to platform-wide AI direction meant balancing continued depth on Creator Match with the new responsibility of setting shared design direction for a small, growing team working across multiple workflows simultaneously.
The solution
AI Creator Match continuously surfaced new, relevant creators for brands, solving speed, duplication, and fit together. That foundation extended into agentic workflows across Affiliate Management, Outreach, and an AI chat assistant capable of completing simple tasks directly for users.
Outcome
Reduced the time for brands to find matching creators by 300%.
Helped extend AI-driven design patterns across three additional GRIN workflows beyond the original feature.
The team was let go shortly after this work was completed, so longer-term platform-wide adoption data isn't available.
