# Alfie Martin > NYC-based, business-minded designer and technologist. AI UX designer and AI data governance professional with 8+ years in design, 6 of them designing for AI systems. This is the portfolio site of Alfie Martin (she/her), an AI UX designer based in New York who works on-site in New York or remote. ## Key facts - A generalist: product and UX design, AI and conversational design, content strategy, research, marketing and brand positioning. Comes from an art background and is also an artist. - Has launched AI products from the ground up in med tech, enterprise CRM, finance and HR, at early-stage startups and global enterprises. - Has worked with Microsoft, Grammarly, Deloitte, McKinsey & Company, Polaroid and Brain Centers, and in finance with Rockefeller Capital, Principal Financial and Morgan Stanley. - Has built design systems and scaled them globally across languages, alphabets and regions. - Skills: AI UX design, Conversational design, Model evaluation, Voice user interfaces, Multimodal design, Content strategy, UX research, Experiment design, Design systems, AI data governance, Intent mapping, Chatbot personas, AI-driven prototyping, Brand positioning. - Contact: alfie@imalfie.com, or LinkedIn https://www.linkedin.com/in/alfieisbored/ ## Case studies - [Case Studies](https://www.imalfie.com/portfolio/): Case studies in AI product design by Alfie Martin: parametric insurance, AI med tech, enterprise CRM chatbots, voice UI, AI confidence design and design systems. - [Arbol AI](https://www.imalfie.com/ArbolCaseStudy/): Designing trust into automated climate risk at Arbol: AI underwriting and smart contract UX for parametric insurance that pays out when the weather turns. - [Breakthrough 6](https://www.imalfie.com/b6/): Breakthrough 6: designing an AI-driven, empathetic patient experience for a nationwide network of BRAIN Centers. - [Chatbot Design for Enterprise CRM](https://www.imalfie.com/project-1/): How Alfie Martin fixed a Salesforce CRM chatbot that kept giving the wrong client address: clearer data labels, separate intents and a clarifying question. - [Designing Trust into Conversational Systems](https://www.imalfie.com/ConversationCraft/): Editorial UI patterns for AI agents that show model confidence instead of hiding it, with a human escalation path when confidence drops, for clinical triage. - [FluidUI](https://www.imalfie.com/FluidUI/): Designing the voice layer for a clinical TMS platform: multimodal interaction, confidence thresholds, graceful degradation and error handling for hands-free use. - [Design System Playground](https://www.imalfie.com/DesignSystemPlayground/): A live design system playground: edit design tokens, preview components, switch to dark mode and drag blocks into your own page templates. - [Developer Handoff](https://www.imalfie.com/DeveloperHandoff/): How to do a developer handoff properly, with a checklist and the full handoff spec for Alfie Martin's design system. - [Activation at Grammarly](https://www.imalfie.com/ActivationGrammarly/): Growth product design and content strategy at Grammarly: onboarding, feature discovery and retention experiments that improved activation and time-to-value. ## Content strategy - [Content](https://www.imalfie.com/blank/): Content strategy work by Alfie Martin: Glossier market and content strategy, enterprise content strategy at TCS, and activation at Grammarly. - [Glossier](https://www.imalfie.com/GlossierStrategy/): Market and content strategy for Glossier, the direct-to-consumer beauty brand built on personal narrative and community insight. - [Enterprise Content Strategy](https://www.imalfie.com/EnterpriseContentStrategy/): A UX content strategy case study for the Enterprise Learning Management System at Tata Consultancy Services. ## UX research - [Research](https://www.imalfie.com/blank-1/): UX research by Alfie Martin: a Buy Now, Pay Later study for Exelon, ethnographic research for Rockefeller Capital Management and a billing usability study. - [Exelon](https://www.imalfie.com/ExelonUXR/): UX research for Exelon on Buy Now, Pay Later for energy bills: 78% of surveyed customers with late payments said installment options would help. - [Rockefeller Capital Management](https://www.imalfie.com/RCMUXR/): Redesigning Rockefeller Capital Management's member mobile app through proxy-facilitated ethnographic interviews run with the firm's analytics team. - [Billing Usability Study](https://www.imalfie.com/BillingUsabilityStudy/): A usability study of a billing and payments email and page: seven scenario tasks testing discoverability and how clear and useful the bill information is. - [Rockefeller Capital Management Design System](https://www.imalfie.com/project-3/): Design system and rebrand work for Rockefeller Capital Management, a wealth management firm. ## Articles - [Articles](https://www.imalfie.com/blank-2/): Articles by Alfie Martin on conversational design, multimodal AI experiences and creative design prompts. - [A Brief Understanding of Conversational Design](https://www.imalfie.com/a-brief-understanding-of-conversational-design/): Why a chatbot’s best response to “I had a rough week” is restraint: a brief acknowledgment, an open door, and the user in charge of what happens next. - [Designing Multimodal AI Experiences](https://www.imalfie.com/blank-4/): Conversational design is similar to choreography: designing a dance between a human and a machine, where neither one fully controls the music. - [Understanding Conversational Design](https://www.imalfie.com/blank-3/): What belongs in the conversation and what belongs in the visual: conversational design, multimodal interfaces and the Gricean maxims. - [Subtle Language](https://www.imalfie.com/blank-2-1/): In conversational design for AI chatbots, subtle language makes a difference, shown through two versions of the same conversation. - [Silly design prompts I wrote for bored people](https://www.imalfie.com/silly-design-prompts/): Ten silly design prompts to spark creativity over the holidays, from a brand for Tyler, the Creator’s lacrosse team to rebranding Y Combinator for finance bros. ## Brand and visual design - [Brand & Visuals](https://www.imalfie.com/brand-visuals/): Brand and visual design by Alfie Martin, including the After Hours brand system and the upcoming Ego brand identity. - [After Hours](https://www.imalfie.com/after-hours/): After Hours: a brand system for high-end clothing, beauty and inclusive events, designed by Alfie Martin. ## Optional - [Full text of every page](https://www.imalfie.com/llms-full.txt): the site's case studies and articles as plain text. - [Sitemap](https://www.imalfie.com/sitemap.xml)