Fleek is a social-AI platform that allows users to create and publish AI characters or digital “twins”, chat with them, and even let others interact with those creations.
It’s positioned as a “fantasy social app” that blends AI interaction, creativity, and monetization — where creators can earn from their characters through tips, tokens, remixes, and brand collaborations.
It’s positioned as a “fantasy social app” that blends AI interaction, creativity, and monetization — where creators can earn from their characters through tips, tokens, remixes, and brand collaborations.
Designing for AI Characters, Digital Twins, and Social Creation
Jira, Notion
Pixelmator
Spline
Adobe (Illustrator, Photoshop, ME, AE)
Aug 2025 - Sep 2024 (2 months)
Duration
Figma
Tools
3D design
Motion Design
Prototyping
System Design
User research
My role
A complete redesign of Fleek’s website and onboarding flow, helping users create, publish, and monetize AI characters and digital twins.
Objective
We analyzed more than 20 references, including Character.ai, Replika, Venice, Polybuzz, and several early Fleek prototypes. Key takeaways included:
These findings helped define Fleek’s positioning — a human-centered AI platform where design bridges technology and personality.
- Clear value communication and emotional design increase user trust and engagement.
- Social-AI products often fail to explain what users can actually do with their creations.
- Many AI-chat platforms focus heavily on chat mechanics, but lack visual storytelling and emotional connection.
Before starting the design process, we conducted competitive and pattern analysis across several AI and social-interaction platforms.
The goal was to understand how users explore, create, and communicate with AI characters — and what helps these experiences feel personal rather than technical.
The goal was to understand how users explore, create, and communicate with AI characters — and what helps these experiences feel personal rather than technical.
Research & Competitive Analysis
The project was completed as part of an agency collaboration, so there were no access to product analytics or performance metrics. The design process was based on competitive analysis and open research of similar AI and social platforms.
The main goal was to clearly communicate the product’s concept and showcase how users can bring their AI characters to life, build emotional connections, and share them publicly within the Fleek ecosystem.
The project focused on designing a marketing website and product experience for Fleek.xyz — a platform that allows users to create AI characters or digital twins, chat with them through a personal interface, and publish their creations for others to interact with.
Constraints & Inputs
Design Process
The purpose of the project
2. UI Design & Components
Developed a consistent UI library for the entire website — including hero sections, feature blocks, onboarding previews, and chat interface examples.
All pages followed a modular grid system, making it easy to scale and reuse components across Fleek’s ecosystem.
All pages followed a modular grid system, making it easy to scale and reuse components across Fleek’s ecosystem.
3. Prototyping & Interaction
Interactive prototypes were used to validate flow logic and refine micro-interactions.
Smooth transitions and subtle animations brought the AI characters to life, creating a dynamic and engaging user experience.
Smooth transitions and subtle animations brought the AI characters to life, creating a dynamic and engaging user experience.
1. Visual direction & brand language
The visual concept was built around Fleek’s futuristic identity — combining AI aesthetics with a human touch.
Soft gradients, glassmorphism, and glowing highlights conveyed the connection between technology and emotion, while maintaining clarity and visual balance.
Soft gradients, glassmorphism, and glowing highlights conveyed the connection between technology and emotion, while maintaining clarity and visual balance.
The results
