GoSource

The challenge

‍Our product design team set out to rethink the user experience for GoSource's AI-powered sourcing assistant. The challenge was to combine familiar conversational AI patterns with proven e-commerce principles, creating an intelligent, intuitive workflow for discovering and sourcing construction materials for trade professionals and homeowners alike.Drawing on our experience in AI and e-commerce, we created a more intuitive experience that streamlines the sourcing workflow, helping GoSource's pros and homeowners move from browsing to purchasing with more confidence.In addition to the AI chat, we redesigned the GoSource homepage to shift the focus toward AI search engine, making it easier for visitors to discover the catalog and engage with the platform from their very first visit.

Key deliverables

• Web design: Discovery, UX/UI audit, and product strategy
• Product design
• Design system

Product discovery and strategy

‍We started by working closely with the GoSource team to understand the vision behind introducing AI to their platform. Through workshops, user journey mapping, and competitive research, we identified opportunities to improve how visitors discover products, ask questions, and engage with the platform — with particular attention to the trade professionals who make up the core of GoSource's business. The objective was to create an AI assistant that could deliver instant value from the first interaction. This research established the foundation for a conversational experience that was both intelligent and aligned with GoSource's straight-talking, trade-first brand.

Product design

‍Designing the AI assistant meant thinking beyond a traditional chat interface. We mapped conversation flows that could guide users naturally through product discovery, answer common questions, and surface relevant content from GoSource's catalog. Beyond text-based conversations, we introduced AI-powered visual experiences that let users upload inspiration images and instantly identify matching materials available within the GoSource catalog. We also designed an AI visualization workflow that lets customers preview different countertop materials directly in photos of their own kitchens — helping them make purchasing decisions with greater confidence, whether they're a homeowner planning a remodel or a pro sourcing on a client's behalf.

‍Design system

‍As the conversational experience expanded, we developed a library of chat components, interaction patterns, and AI-specific UI elements. This ensured consistency across the product while enabling rapid iteration and future enhancements. By extending GoSource's existing design system rather than starting from scratch, the team was able to ship new features faster while maintaining a cohesive experience across the platform.