MAI Visual Unification
The Copilot brand's expansion across Bing, MSN, Edge, mobile, and more has resulted in fragmented experiences due to individual product focuses. To address this, the team consolidated key experiences—New Tab Page, Search, MSN news, and Windows feed—under a unified brand, aiming for a more cohesive and simplified user experience. My focus was on analyzing the high-level architecture of the current experience, exploring frameworks to shape future web experiences, and investigating a range of visual design systems to establish a coherent and centralized visual identity.
Detailed information about the project available upon request.
Problem
Our customers find that our products are functionally connected, but visually disjointed. Multiple brands, visual languages, and decentralized architecture often makes the products seem disconnected.
Design System
Currently, three distinct design systems are evolving: Copilot, Kumo, and the Windows visual system. While each brings its unique flavor, this diversity can confuse users and dilute brand recognition.
Current Product Architecture
As, we have three distinct design systems — Copilot, Kumo, and Fluent — along with sooo many landing pages for each product. This has resulted in a fragmented and disjointed user experience, compounded by misalignments in the visual systems.
Visual Design System Exploration
I conducted a quick visual study to evaluate how our current design system compares with the Kumo and Copilot visual languages across key screens like Bing, MSN NTP, Weather, and Sports. The goal was to identify opportunities to bring these two evolving systems closer together and explore a more aligned and unified direction.
KUMO
Copilot
What if we unified our key experiences — New Tab Page, Search, MSN News, and the Windows Feed — under a single brand to deliver a more cohesive and streamlined experience for our customers?
Concept 1
Concept 2