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Case Study · 2024–Present

Reveal AI

Helping a services company
become a product company.

Role Product Lead
+ Designer / Developer
Scope Strategy, design,
front-end, AI features
Stack React, LLM orchestration
Engagement Fractional,
direct to CEO

Reveal AI was a services company running qualitative research with hand-built chatbots. To become a product company, they needed customers to design, run, and analyze studies on their own — without anyone at Reveal in the loop.

I joined as the fractional product lead, working directly with the CEO. I set product direction, maintain the roadmap, lead design end-to-end, and ship front-end code alongside the engineering team.

My first initiative was the Interview Designer — the surface that lets a customer compose a chatbot interview from scratch, preview it, and publish it. It's the feature that unlocked the shift from manual delivery to self-serve. Since then I've shipped two AI-powered features in production: a screener that flags likely AI-generated responses, and an analyst surface that turns a study's transcripts into themed insights and quotes.

Interview Designer with question cards and an Assistant panel
01 The Interview Designer is the heart of the product. Researchers compose an interview as an ordered list of question cards, screen out AI-generated participants up top, and lean on the Assistant — a chat sidekick wired to the study itself — to add questions, modify settings, or test the chatbot without leaving the page.
Collect dashboard showing transcripts table and AI detection summary
02 Once a study is live, Collect is where it gets monitored. A row of headline metrics — interviews started, included in analysis, median duration, AI detection summary — sits above a sortable transcript table so a researcher can spot drop-offs, terminations, and suspicious responses at a glance.
Discover analysis report with executive summary and key insights
03 Discover is where the AI analyst earns its keep. The Report view assembles an executive summary and key insights from the full corpus of transcripts — the same artifact a Reveal analyst used to deliver by hand, now generated, editable, and exportable from inside the product.
Discover themes view with response distributions and quotes panel
04 Drilling into a single question surfaces themes and subthemes ranked by frequency, filterable by any other question's responses. A quotes panel pulls representative verbatims with one click through to context — the move from "we have a thousand transcripts" to "here's what they said and why."
Chat With Your Data panel open over the Discover themes view
05 Chat With Your Data is the open-ended layer on top — ask the corpus a question in plain English and get an answer grounded in the transcripts, with citations. It turns the analyst's report from a deliverable into a conversation the customer can keep having.
"

From hand-delivered studies to a self-serve product — designed, scoped, and partly built one feature at a time.

— The arc of the engagement

Case study

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Turning services
into a product?

I'm open to fractional engagements and select project work. Tell me what you're trying to ship.

Start a conversation noah@oomfactory.com