At FORA, I reimagined the insight creation flow, transforming it from a static, form-heavy process into a streamlined, conversational experience powered by AI. The new design reduces friction, improves consistency, and makes it easier for teams to turn raw thoughts into structured, shareable insights.

Challenge

Film Forum showcases classic films, but newcomers often struggle with where to begin exploring.

Approach

Design a platform that introduces users to key film movements and landmark works, offering a clear and engaging path into film history.

Principles

Make film history more accessible, structured, and engaging through intuitive navigation and curated content.

Creating a new insight used to feel like filling out a survey. The form was long, static, and required users to manually recall and structure everything — from topics and rationale to filters and collaborators. This led to friction, hesitation, and inconsistent output across the team.

Instead of dropping users into a blank form, we start with a conversation.
Users describe what’s happening in natural language, and Flora AI guides them with prompts—helping them clarify the topic, goals, and priority areas without overthinking the format.

Once the conversation is underway, Flora turns that input into a structured insight.Users get a real-time preview of what’s been generated—complete with title, tags, context, and rationale. Everything is editable, but the heavy lifting is already done.

With the insight drafted and reviewed, users can choose who to share it with.The final step includes collaborator settings, privacy controls, and a clean confirmation screen—turning insight creation into a lightweight, repeatable ritual.

Full case study available upon inquiry