Microsoft Brand Agent

0→1 Product Design

0→1 Product Design

GenUI Design System

GenUI Design System

Agentic Framework

Agentic Framework

Microsoft Brand Agent reimagines online shopping through an AI agent that understands shopper intent and dynamically guides discovery, comparison, and decision-making through conversational and generative experiences.

About this project

Company

Microsoft AI Monetization

Role

Lead Product Designer & Design System

Year

2025

UX strategy: Defining the agent experience

  • 0→1 PRODUCT STRATEGY
    Led the experience from concept to launch, shaping the product vision, core interaction model, and strategy for how an AI agent could transform product discovery and decision-making.

  • RESEARCH-LED FRAMEWORK
    Led 45+ user research sessions to uncover shopping behaviors and intent, translating insights into distinct Agent Modes—a UX framework defining how the agent should reason, respond, and guide users across different shopping scenarios.

GenUI design system: Scaling the experience

  • FROM AGENT BEHAVIOR TO GENERATIVE UI
    Translated each Agent Mode into reusable GenUI patterns, connecting user intent and agent behavior to the interface best suited to communicate the response.

  • A SYSTEM BUILT FOR VARIABILITY
    Established a scalable GenUI library and design principles that allow experiences to dynamically compose across different intents, content, and brand partners—while maintaining consistency and quality.

🔗 Official product page ↗

UX strategy: Defining the agent experience

  • 0→1 PRODUCT STRATEGY
    Led the experience from concept to launch, shaping the product vision, core interaction model, and strategy for how an AI agent could transform product discovery and decision-making.

  • RESEARCH-LED FRAMEWORK
    Led 45+ user research sessions to uncover shopping behaviors and intent, translating insights into distinct Agent Modes—a UX framework defining how the agent should reason, respond, and guide users across different shopping scenarios.

GenUI design system: Scaling the experience

  • FROM AGENT BEHAVIOR TO GENERATIVE UI
    Translated each Agent Mode into reusable GenUI patterns, connecting user intent and agent behavior to the interface best suited to communicate the response.

  • A SYSTEM BUILT FOR VARIABILITY
    Established a scalable GenUI library and design principles that allow experiences to dynamically compose across different intents, content, and brand partners—while maintaining consistency and quality.

🔗 Official product page ↗

2x

Conversion lift

10,000+

Active agents

Microsoft Copilot Sales Agent ›