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Solving the blank page problem with an AI Ideation Hub
Solving the blank page problem with an AI Ideation Hub
Solving the blank page problem with an AI Ideation Hub
COMPANY
YEAR
2024-2026
2024-2026
ROLE
UX/UI Designer
UX/UI Designer
focus
Product Design · AI-assisted UX · SaaS UX · Content Ideation · User Testing
Product Design · AI-assisted UX · SaaS UX · Content Ideation · User Testing
Project Overview
Project Overview
VirtusNova is an AI-powered social media marketing platform designed to help small and mid-sized businesses create, organise, schedule, and analyse content more efficiently.
The Ideation Hub started from a problem I had seen repeatedly in my own experience helping small businesses organise their social media content in Santiago, Chile: many business owners know they need to publish consistently, but they often struggle with what to post, how to turn ideas into content, and how to keep the process organised.
Instead of treating ideation as something that happens outside the platform, I drove the exploration of an Ideation Hub that could help users generate, save, and organise content ideas directly inside VirtusNova.
VirtusNova is an AI-powered social media marketing platform designed to help small and mid-sized businesses create, organise, schedule, and analyse content more efficiently.
The Ideation Hub started from a problem I had seen repeatedly in my own experience helping small businesses organise their social media content in Santiago, Chile: many business owners know they need to publish consistently, but they often struggle with what to post, how to turn ideas into content, and how to keep the process organised.
Instead of treating ideation as something that happens outside the platform, I drove the exploration of an Ideation Hub that could help users generate, save, and organise content ideas directly inside VirtusNova.
My Approach
I explored how VirtusNova could support users before they enter the post creation flow, helping them move from creative uncertainty to structured content direction.
I explored how VirtusNova could support users before they enter the post creation flow, helping them move from creative uncertainty to structured content direction.
BUSINESS PROBLEM
Users needed support before content creation started
Users needed support before content creation started
For small and mid-sized businesses, the challenge is not only creating a post. A major friction point appears before the design or writing process even begins: users often do not know what to say.
When users face a creative block, they may leave the platform to search for inspiration elsewhere, delay the task, or abandon the content creation flow entirely. This creates a business risk for VirtusNova because the platform’s value depends on helping users move from idea to published content.
For small and mid-sized businesses, the challenge is not only creating a post. A major friction point appears before the design or writing process even begins: users often do not know what to say.
When users face a creative block, they may leave the platform to search for inspiration elsewhere, delay the task, or abandon the content creation flow entirely. This creates a business risk for VirtusNova because the platform’s value depends on helping users move from idea to published content.
From feature idea to product initiative
From feature idea to product initiative
The Ideation Hub started as an idea within the Inspiration section, but the opportunity was bigger than adding another feature to the platform.
The real product gap was the moment before users start creating a post: when they know they need content, but do not know what to say, where to find inspiration, or how to turn ideas into something usable.
This initiative focused on bringing ideation inside VirtusNova, connecting inspiration discovery, AI-supported idea generation, and idea management into one workflow.
The Ideation Hub started as an idea within the Inspiration section, but the opportunity was bigger than adding another feature to the platform.
The real product gap was the moment before users start creating a post: when they know they need content, but do not know what to say, where to find inspiration, or how to turn ideas into something usable.
This initiative focused on bringing ideation inside VirtusNova, connecting inspiration discovery, AI-supported idea generation, and idea management into one workflow.
Initiative scope
Defined the product opportunity around creative blocks and content ideation.
Connected the feature to real small-business content planning needs.
Designed the Inspiration / Ideation Hub prototype flow.
Tested whether users understood the value of the 1-min quiz entry point.
Iterated the design to make the feature clearer and faster to understand.
Defined the product opportunity around creative blocks and content ideation.
Connected the feature to real small-business content planning needs.
Designed the Inspiration / Ideation Hub prototype flow.
Tested whether users understood the value of the 1-min quiz entry point.
Iterated the design to make the feature clearer and faster to understand.
RESEARCH
Understanding how small businesses create content ideas
Understanding how small businesses create content ideas
The research focused on how small and mid-sized businesses currently generate ideas, organise inspiration, and decide what to publish.
The research focused on how small and mid-sized businesses currently generate ideas, organise inspiration, and decide what to publish.
Research inputs
Desk research
Research note · 2h · Public
Reviewed common pain points around SMB content marketing, creative blocks, content consistency, and AI-assisted workflows.
42 reactions · 6 comments
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Competitor analysis
Analysis · 5h · Public
Have researched whether other similar platforms make it easier to find inspiration, competitor-based ideas, suggestions, idea libraries, and AI-assisted content generation.
67 reactions · 62 comments
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Recruitment Context
Research note · 2h · Public
We recruited people through social media and personal contacts who were interested in using our product to plan their content. All participants fit our target user profile of small and medium-sized businesses (SMEs).
56 reactions · 18 comments
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User Interviews
Research · 5h · Public
The interviews helped identify how small businesses and independent professionals approach social media planning, where they feel blocked, and what kind of support they expect from a marketing platform.
108 reactions · 98 comments
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Maze Prototype Testing
Research · 4h · Public
I used Maze to test whether users could understand the Ideation Hub task, identify where to find inspiration, and interpret the purpose of the 1-min quiz inside the Inspiration section.
15 reactions · 18 comments
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Behavioral archetypes
Instead of creating a traditional persona, I translated the research into behavioral archetypes that better represented how users behave during content planning.
Instead of creating a traditional persona, I translated the research into behavioral archetypes that better represented how users behave during content planning.
The Time-Poor Business Owner
Behavioral Archetype 01 · 1h · 🌐
This user needs content ideas quickly because marketing is only one of many responsibilities. They want practical suggestions and clear next steps without spending too much time learning a complex tool.
Needs:
Fast inspiration, simple language, clear entry points, and actionable ideas.
👍 126 reactions · 18 comments
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The Growth-Oriented Social Media Team
Behavioral Archetype 03 · 5h · 🌐
This user wants to improve content quality and consistency but needs a workflow that can scale beyond one-off post creation.
Needs:
Idea management, competitor inspiration, content planning, and a repeatable workflow inside the platform.
👏 178 reactions · 24 comments
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The Independent Content Manager
Behavioral Archetype 02 · 3h · 🌐
This user manages social media alone or with limited support. They need help organising ideas, turning inspiration into posts, and maintaining consistency over time.
Needs:
Saved ideas, structured inspiration, reusable prompts, and a clear path from idea to post.
❤️ 204 reactions · 31 comments
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The Time-Poor Business Owner
Behavioral Archetype 01 · 1h · 🌐
This user needs content ideas quickly because marketing is only one of many responsibilities. They want practical suggestions and clear next steps without spending too much time learning a complex tool.
Needs:
Fast inspiration, simple language, clear entry points, and actionable ideas.
👍 126 reactions · 18 comments
Like Comment Repost Send
The Growth-Oriented Social Media Team
Behavioral Archetype 03 · 5h · 🌐
This user wants to improve content quality and consistency but needs a workflow that can scale beyond one-off post creation.
Needs:
Idea management, competitor inspiration, content planning, and a repeatable workflow inside the platform.
👏 178 reactions · 24 comments
Like Comment Repost Send
The Independent Content Manager
Behavioral Archetype 02 · 3h · 🌐
This user manages social media alone or with limited support. They need help organising ideas, turning inspiration into posts, and maintaining consistency over time.
Needs:
Saved ideas, structured inspiration, reusable prompts, and a clear path from idea to post.
❤️ 204 reactions · 31 comments
Like Comment Repost Send
The Time-Poor Business Owner
Behavioral Archetype 01 · 1h · 🌐
This user needs content ideas quickly because marketing is only one of many responsibilities. They want practical suggestions and clear next steps without spending too much time learning a complex tool.
Needs:
Fast inspiration, simple language, clear entry points, and actionable ideas.
👍 126 reactions · 18 comments
Like Comment Repost Send
The Independent Content Manager
Behavioral Archetype 02 · 3h · 🌐
This user manages social media alone or with limited support. They need help organising ideas, turning inspiration into posts, and maintaining consistency over time.
Needs:
Saved ideas, structured inspiration, reusable prompts, and a clear path from idea to post.
❤️ 204 reactions · 31 comments
Like Comment Repost Send
The Growth-Oriented Social Media Team
Behavioral Archetype 03 · 5h · 🌐
This user wants to improve content quality and consistency but needs a workflow that can scale beyond one-off post creation.
Needs:
Idea management, competitor inspiration, content planning, and a repeatable workflow inside the platform.
👏 178 reactions · 24 comments
Like Comment Repost Send
KEY INSIGHTS
The creative block happens before post creation
The creative block happens before post creation
Users do not always arrive with a clear idea. Many need help deciding what to publish before they can use the post creation flow.
Design implication
VirtusNova needed a dedicated ideation space that helps users start, not only execute.
Users do not always arrive with a clear idea. Many need help deciding what to publish before they can use the post creation flow.
Design implication
VirtusNova needed a dedicated ideation space that helps users start, not only execute.
Inspiration is often scattered outside the platform
Inspiration is often scattered outside the platform
Users often look for ideas across competitors, social media, notes, or previous posts. This breaks the workflow and increases the chance of abandonment.
Design implication
Bring inspiration discovery into VirtusNova so users can stay inside the platform while exploring ideas.
Users often look for ideas across competitors, social media, notes, or previous posts. This breaks the workflow and increases the chance of abandonment.
Design implication
Bring inspiration discovery into VirtusNova so users can stay inside the platform while exploring ideas.
Ideas need to become actionable
Ideas need to become actionable
Generating ideas is not enough. Users need to save, organise, and eventually turn those ideas into content.
Design implication
The Ideation Hub should connect inspiration, idea management, and post creation.
Generating ideas is not enough. Users need to save, organise, and eventually turn those ideas into content.
Design implication
The Ideation Hub should connect inspiration, idea management, and post creation.
Microcopy affects feature comprehension
Microcopy affects feature comprehension
Maze testing showed that the way the 1-min quiz was introduced mattered. A clearer and more direct secondary text helped users understand why the quiz existed and how it could help them.
Design implication
The 1-min quiz needed more explicit copy explaining its purpose: helping users quickly generate content ideas for their business.
Maze testing showed that the way the 1-min quiz was introduced mattered. A clearer and more direct secondary text helped users understand why the quiz existed and how it could help them.
Design implication
The 1-min quiz needed more explicit copy explaining its purpose: helping users quickly generate content ideas for their business.
DESIGN HYPOTHESIS
Keeping ideation inside VirtusNova
Keeping ideation inside VirtusNova
If users can generate, save, and organise content ideas inside VirtusNova, they will be less likely to abandon the workflow when they face creative blocks and more likely to continue into post creation.
This hypothesis led to designing an Ideation Hub focused on inspiration discovery, AI-supported idea generation, and idea management.
If users can generate, save, and organise content ideas inside VirtusNova, they will be less likely to abandon the workflow when they face creative blocks and more likely to continue into post creation.
This hypothesis led to designing an Ideation Hub focused on inspiration discovery, AI-supported idea generation, and idea management.
SOLUTION
Designing an AI Ideation Hub for content direction
Designing an AI Ideation Hub for content direction
The solution focused on helping users move from uncertainty to actionable content ideas without leaving VirtusNova.
Hero intervention: Ideation Hub
Users need help to know what to post when they feel blocked or do not know where to start. As a response we designed an Inspiration section where users could access idea-generation tools, competitor inspiration, an ideation library, and AI-supported content support.
UX value
Reduces the blank-page problem and gives users a clearer starting point for content creation.
Business value
Encourages users to stay inside VirtusNova and continue toward post creation instead of leaving the platform to search for ideas elsewhere.
Key feature areas
The solution focused on helping users move from uncertainty to actionable content ideas without leaving VirtusNova.
Hero intervention: Ideation Hub
Users need help to know what to post when they feel blocked or do not know where to start. As a response we designed an Inspiration section where users could access idea-generation tools, competitor inspiration, an ideation library, and AI-supported content support.
UX value
Reduces the blank-page problem and gives users a clearer starting point for content creation.
Business value
Encourages users to stay inside VirtusNova and continue toward post creation instead of leaving the platform to search for ideas elsewhere.
Key feature areas
1-min quiz
User need: Get quickly content ideas based on their business. Design response Created a weekly quiz entry point designed to guide users toward content ideas in a lightweight way. UX value Provides a low-effort starting point for users who do not know what to post. * Iteration from testing Maze testing showed that the secondary text needed to be clearer and more direct so users could understand the logic of the quiz faster.
Top 10 trending posts
Ideation library
Competitors inspiration
Chat with VirtusNova AI
1-min quiz
User need: Get quickly content ideas based on their business. Design response Created a weekly quiz entry point designed to guide users toward content ideas in a lightweight way. UX value Provides a low-effort starting point for users who do not know what to post. * Iteration from testing Maze testing showed that the secondary text needed to be clearer and more direct so users could understand the logic of the quiz faster.
Top 10 trending posts
Ideation library
Competitors inspiration
Chat with VirtusNova AI
TESTING AND VALIDATION
Testing whether users understood the Ideation Hub
Testing whether users understood the Ideation Hub
I used Maze to validate whether users could understand the purpose of the Inspiration section and complete an ideation-related task through the prototype.
I used Maze to validate whether users could understand the purpose of the Inspiration section and complete an ideation-related task through the prototype.
Test task
Users were asked to look for inspiration for their social media posts and see whether they could find something that could help them.
Users were asked to look for inspiration for their social media posts and see whether they could find something that could help them.
What was tested
Whether users understood the purpose of the Ideation Hub.
Whether users could identify the 1-min quiz as a way to get content ideas.
Whether the UX Writting explained the value of the quiz clearly enough.
Whether users could navigate through the Inspiration section.
Whether the feature felt useful as a starting point for content creation.
Whether users understood the purpose of the Ideation Hub.
Whether users could identify the 1-min quiz as a way to get content ideas.
Whether the UX Writting explained the value of the quiz clearly enough.
Whether users could navigate through the Inspiration section.
Whether the feature felt useful as a starting point for content creation.
Key validation signal
The Maze test helped reveal that clear secondary text could reduce identification time and improve users’ understanding of the 1-min quiz. Users needed to quickly understand not only what the quiz was, but why it was available and how it could help them create better content.
The Maze test helped reveal that clear secondary text could reduce identification time and improve users’ understanding of the 1-min quiz. Users needed to quickly understand not only what the quiz was, but why it was available and how it could help them create better content.
Design iteration
The quiz card copy was adjusted to communicate the benefit more directly: helping users get content ideas made for their business.
The quiz card copy was adjusted to communicate the benefit more directly: helping users get content ideas made for their business.
EXPECTED IMPACT
From creative block to product engagement
From creative block to product engagement
The Ideation Hub was designed to support engagement by helping users start the content creation process more easily and more often.
Expected product impact
Higher engagement
Users have a reason to return when they need inspiration.More content creation starts
Generated ideas can help users move into the post creation flow.Better activation
New users can experience product value earlier by receiving guided ideas instead of starting from a blank page.Increased existing business
The feature supports repeat usage by solving a recurring marketing problem.Stronger workflow continuity
Users can move from inspiration to post creation without leaving VirtusNova.
The Ideation Hub was designed to support engagement by helping users start the content creation process more easily and more often.
Expected product impact
Higher engagement
Users have a reason to return when they need inspiration.More content creation starts
Generated ideas can help users move into the post creation flow.Better activation
New users can experience product value earlier by receiving guided ideas instead of starting from a blank page.Increased existing business
The feature supports repeat usage by solving a recurring marketing problem.Stronger workflow continuity
Users can move from inspiration to post creation without leaving VirtusNova.
The Ideation Hub was designed to support engagement by helping users start the content creation process more easily and more often.
Expected product impact
Higher engagement
Users have a reason to return when they need inspiration.More content creation starts
Generated ideas can help users move into the post creation flow.Better activation
New users can experience product value earlier by receiving guided ideas instead of starting from a blank page.Increased existing business
The feature supports repeat usage by solving a recurring marketing problem.Stronger workflow continuity
Users can move from inspiration to post creation without leaving VirtusNova.
Key learnings
Key learnings
This project reinforced that content creation does not start with a design canvas. It starts with knowing what to say.
For small and mid-sized businesses, the blank-page problem can block the entire marketing workflow. By bringing ideation into VirtusNova, the product can support users earlier in the journey and create a stronger bridge between inspiration, planning, and post creation.
The Maze test also showed how small UX writing decisions can affect product comprehension. A clearer secondary text helped users understand the value of the 1-min quiz faster, proving that microcopy can play a critical role in feature adoption.
This project reinforced that content creation does not start with a design canvas. It starts with knowing what to say.
For small and mid-sized businesses, the blank-page problem can block the entire marketing workflow. By bringing ideation into VirtusNova, the product can support users earlier in the journey and create a stronger bridge between inspiration, planning, and post creation.
The Maze test also showed how small UX writing decisions can affect product comprehension. A clearer secondary text helped users understand the value of the 1-min quiz faster, proving that microcopy can play a critical role in feature adoption.
Let’s connect! Whether you have a new project in mind or just want to chat about design, creativity, or anything in between, you can reach me at errazuriz.francisca@gmail.com.
I'm also on LinkedIn, always happy to meet new people!
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