Amelia Chieng
Hi! I’m a hands-on designer based in Oakland, CA with a decade of experience across brand, digital, and growth, taking work from concept to launch.Get in touch ↗
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I led the marketing and visual design for Culture Amp's AI Coach, translating a product built using people science insights from more than one million people into an experience that felt approachable, human and trustworthy.
Working across product, engineering and marketing, I developed the visual language for the launch and rollout, creating campaigns, web experiences, product storytelling and sales enablement that helped people quickly understand and trust the product.
The work supported a period of strong adoption, with AI Coach growing from 0.6% to 4.63% of monthly active platform users. During one standout week, more than 4,000 people sent messages to AI Coach, with 73% engaging for the first time.
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Interactive prototyping
Project management
UI / UX design
QA
Canva templates
Deliverables
Branding identity
Product Screen Animations
Sizzle reel 15s 30s, 60s videos
Paid Ads
Website assets: Homepage Takeover, Product pages
Rollout assets: PR, Customer Advocacy, Sales
Team Digital Producer
Copywriters
Front End EngineersLead Brand Designer Web Developer
Product Marketing Managers
Product Designers
Animator (Contractor)
21% more effective at moving users from homepage to the AI Coach page
15% paid social CTR lift from value-led messaging
49% paid social CTR lift in the Perform stream specifically
The homepage takeover tested two headlines on the same design. The simpler, more direct opener won.
Paid social told a different story. There, "Meet AI Coach" underperformed against the value focused language. This helped reconfirm that a message needs to change based on context and how much attention and intent the user brings.
Challenge People already had ChatGPT or Claude open in another tab. AI Coach’s differentiator was it’s data lake of over a million people science insights shaping real, contextual reasoning that no generic tool could match. That doesn’t always land just by stating it and product screens showing an AI conversation can begin to look interchangeable after a few prompts.
Solution AI Coach's power wasn't just a what you could achieve, it was the depth of the conversation. We opened with a very simple way but engaging way to get started, "Hi, what's on your mind today." Photography was layered in where possible, in ads and on the homepage, reinforcing the same point: this was about navigating a person’s challenges, not the technology behind it.
I took the gradient system and icon the product teams had already established and elevated them for marketing: refining and adapting the gradients and bringing the icon to life through motion, subtle glows in borders and fills, and micro-animations that gave the shared visual language more presence in campaign work.
ReflectionWhat actually resonated was seeing people's own challenges visualised, building awareness that something they'd normally either react to in the moment, or require setting aside real time for, could now be navigated with speed and intention at once.
The icon work became a small proof point for what more motion could do here, and led to workshops between marketing and product design exploring the next evolution of AI Coach's own visual identity, beyond a shared system into something distinct enough to be recognized on sight.