A buyer-first experience.
User research, founder expertise, and monetization potential helped us focus on buyers rather than building for both sides of the marketplace at once.
Insigmind is an AI-powered supplier sourcing platform
THE BIG PICTURE
Designing for the
next stage of growth.
As a product and web lead, I helped Intellink evolve from an early-stage startup into a venture-backed AI company, aligning product decisions with fundraising, market validation, and revenue growth.
Who are we building for?Which problem comes first?How do we pivot to AI?How do we differentiate?How do we enter new markets?How do we ship faster?
BACKGROUND
Finding product-market fit before burning runway
Validate the customer, narrow the MVP, and establish a focused product strategy.
One clear path to a supplier.
I quickly prototyped the core journey for buyers searching the global supplier market, then brought that happy path to user tests for early feedback.
THE PRODUCT STRATEGY
Focus on one customer segment.
Solve one painful problem exceptionally well.
ANGEL ROUND
Rethinking sourcing
through AI.
I recognized that our next step was to evolve beyond supplier search. I helped shape the shift toward an AI product by connecting an unmet buyer need with a new opportunity for the company.
Buyers needed help defining the brief.
Research showed that buyers often struggled to articulate exactly what they needed. A search tool assumed they already had a clear brief; the opportunity was to help them form one.
AI can offer great support to this problem space.
As interest in AI accelerated, we saw supplier sourcing as an underexplored application. Its potential to interpret intent and ask clarifying questions made it a promising fit for the ambiguity buyers faced.
FROM
Buyer interprets manually
- Buyer defines the requirement
- Tool returns supplier results
- Buyer makes sense of the options
TO
AI does the heavy lifting
- Buyer describes the goal
- AI helps clarify missing requirements
- Product guides supplier discovery
From search tool
to AI sourcing agent.
Positioning Intellink as an AI-native product that delivers meaningful business value at scale.
Click to InteractHow we conduct user
testings and AI training
We test AI intent accuracy and the interactive experience separately. For the AI evaluation, 16 procurement experts scored responses from 1 to 10 across five dimensions, giving each response five scores.
Test AI intent accuracy through expert review.
We evaluate how well the agent understands and responds to sourcing requirements, starting with 50 cases across five industries. Each case has an expected result reviewed by our panel of 16 procurement experts. We asked the experts to score each response from 1 to 10 across the following five dimensions. Average scores help identify where the agent needs further training.
| Dimension | What we test | Average score |
|---|---|---|
| Requirement Understanding | Did the AI correctly understand what the buyer actually needs? | 8.5 / 10 |
| Response Quality | Is the answer clear, structured, useful, and appropriately detailed? | 7.8 / 10 |
| Recommendation Accuracy | Are the recommended suppliers genuinely capable of fulfilling the requirement? | 7.2 / 10 |
| Evidence & Reasoning | Can the AI explain each supplier recommendation using reliable information? | 8.7 / 10 |
| Decision Support | Does the response help the buyer decide what to do next? | 7.7 / 10 |
SEED ROUND
Going overseas.
Building faster.
Expanding overseas called for websites tailored to international and Chinese buyers—and faster delivery. I adapted the messaging, information density, and visual hierarchy for each market, then used the support of AI to turn those designs into working pages and help the team deliver both websites.
INTERNATIONAL WEBSITEIntellink: a new front door
Read the full case study
Intellink: a new front door
for overseas buyers.
A clearer product story for a new audience. Explore the design decisions behind the international homepage in its dedicated case study.
INTELLINK / INTERNATIONAL HOMEPAGE
CHINESE WEBSITEInsigmind: designed for
Insigmind: designed for
the local market.
A localized experience shaped around Chinese buyers’ expectations, with messaging, trust signals, and information density adapted to the market.
INSIGMIND / CHINESE HOMEPAGE
MY DEVELOPMENT PROCESS
AI helped me build faster.
It still needed a designer at the wheel.
Vibe coding accelerated implementation, but getting to a finished product took hands-on guidance. I used my HTML/CSS knowledge to direct the structure, refine layouts and interactions, and clean up generated code. Throughout each iteration, I kept the buyer’s experience and our product strategy in view.
REACHING BUYERS WORLDWIDE
International business.
Broader buyer reach.
SERIES A — NOW
Sourcing was only
the beginning.
By this point, we were working consistently with a few major clients. Those ongoing collaborations revealed a broader need: after finding the right suppliers, buyers still needed help managing supplier relationships, handling contracts, and analyzing documents. They needed a tool that could support more of the procurement cycle.
PREVIOUS PRODUCT FOCUSTHE OPPORTUNITY AHEAD
- 1
Define requirements
- 2
Discover suppliers
- 3
Verify backgrounds
- 4
Compare & negotiate
- 5
Contract & onboard
- 6
Order & coordinate
- 7
Receive & inspect
- 8
Reconcile & pay
- 9
Review & renew
Across every stage: documents to analyze, relationships to maintain, and everyday procurement tasks to keep moving. Much of this work remained outside our earlier products.
INTRODUCING PURCLAW
A buyer’s expertise.
Distilled into an AI assistant.
The procurement AI assistant for the work beyond sourcing.
We framed Purclaw around a simple idea: distill a buyer’s knowledge, judgment, and everyday workflows into an AI assistant. Building on sourcing, it brings supplier management, contracts, document analysis, and recurring procurement tasks into one workspace—helping buyers carry the work forward throughout the procurement cycle.
Create & share AI skills
Build reusable AI skills for supplier qualification, document analysis, and other everyday procurement tasks. Share them across the organization or publish them to the Skills Marketplace.
Automate procurement workflows
Describe a task in plain language and turn it into a reusable automation. Review RFQs, validate documents, and monitor supplier updates from a centralized automation hub.
A unified supplier workspace
Manage suppliers, conversations, contracts, and sourcing in one place, with AI supporting the full procurement lifecycle beyond supplier discovery.
Bringing the product
to the public.
I presented at roadshows and product launches to introduce our work to global procurement audiences.
