Peggy

The Challenge

Peggy is an AI assistant that automatically scans parents' emails from schools and extracurricular organizations, filtering and organizing them into actionable items like events, forms, and deadlines for each child.

When I joined Peggy, the product felt more like enterprise software than a family app. Parents were overwhelmed by dense interfaces, unclear functionality amongst others. The challenge was to evolve it into a simple, trustworthy AI assistant that genuinely reduced the mental load for busy families.

What we worked on

Core UX Redesign & Information Architecture

1. Redesigned the entire navigation from dual-list (inbox/priority) to a unified "Today" screen approach, making the family calendar the central landing experience

2. Created a streamlined "catch-up" feature with simple swipe interactions (left to archive, right to keep) that trained the AI while reducing cognitive load

3. Simplified item cards by removing overwhelming text and focusing on key actions: calendar integration, reminders, and task assignment

   
   

Onboarding & Trust-Building

1. Completely rebuilt the first-time user experience, adding emotional storytelling elements and concrete value propositions (time savings, peace of mind)

2. Designed privacy-focused email scanning screens with clear explanations of "approved senders" concept to address user privacy concerns

3. Created interactive tutorials using sample cards to teach core gestures before users encountered their real data

   
   

Calendar & Family Management

1. Built family calendar integration with Google Calendar, including color-coding for each family member and automatic school calendar imports

2. Designed caregiver access controls with different permission levels for delegation

3. Created daily digest functionality for morning/evening family updates

   
   

Business Impact

All the work we did was measured by active user feedback:

1. Reduced cognitive load through 25% text reduction and improved visual hierarchy across item cards

2. Achieved streamlined onboarding flow that moved users from email connection to AI processing in under 5 minutes, compared to the previous lengthy information-heavy approach

3. User feedback showed strong positive reactions to AI-powered relevancy filtering, with "wow moments" when parents understood how Peggy filtered content specifically for their children's needs

4. Beta testing revealed the core value proposition of "mental load reduction" resonated strongly with target users (affluent millennial parents)