Case Study
Baidu Emotional Design — New Feature Directions for Du Xiaoxiao AI Assistant
UX Strategy / Product Exploration / Team Facilitation
The project was not about redesigning a set of screens. It used team alignment, user research and structured evaluation to identify new feature directions that could give Du Xiaoxiao trust, continuity and practical value.
- Year
- 2022
- Role
- UX Designer / Team Lead
- Team
- 5 UX members + 1 Baidu stakeholder
- Duration
- 9 weeks
01/ 05
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Du Xiaoxiao ProjectAI Assistant Character
01
The starting point was not a screen, but a product identity problem.
Du Xiaoxiao already sat between virtual idol, AI assistant and search interface. The first question was not how it should look, but why users would choose to use this character at all.
Core Opportunity
Shift from having a character to defining why users would need the character.
Assistant / Dialogue
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