PROJECT OVERVIEW
PROJECT OVERVIEW
Platform for new entrepreneurs
Designed for public admin services
Simplifies business setup and processes
Platform for new entrepreneurs
Designed for public admin services
Simplifies business setup and processes
MY CONTRIBUTION
MY CONTRIBUTION
UX research
Interaction & product design
UI design & design system development
UX research
Interaction & product design
UI design & design system development
Designing a system to help first-time entrepreneurs navigate Italian bureaucracy without relying on intermediates
Designing a system to help
first-time entrepreneurs navigate Italian bureaucracy without relying on intermediates
Starting a business in Italy means navigating multiple disconnected systems, offices, and regulations. Because the bureaucracy itself couldn’t be simplified, I focused on reducing confusion, adding structure, and rebuilding trust.
Starting a business in Italy means navigating multiple disconnected systems, offices, and regulations. Because the bureaucracy itself couldn’t be simplified, I focused on reducing confusion, adding structure, and rebuilding trust.
USER PROBLEMS
USER PROBLEMS
1
1
The process is time-consuming and unclear, especially for
first-time entrepreneurs
The process is time-consuming
and unclear, especially for
first-time entrepreneurs
2
2
Navigating the system feels fragmented and contradictory, users get different answers from different offices
Navigating the system feels fragmented and contradictory,
users get different answers from different offices
SYSTEM CONSTRAINTS
SYSTEM CONSTRAINTS
1
1
Legal processes themselves cannot be simplified, only how they are accessed and understood
Legal processes themselves cannot be simplified, only how they are accessed and understood
2
2
Artificial intelligence was required as part of the project brief
Artificial intelligence was required as part of the project brief
The artificial intelligence models used in the system.
The artificial intelligence models used in the system.
We thought a roadmap of steps could reduce friction, but research exposed decisions that required rethinking
We thought a roadmap of steps could reduce friction, but research exposed decisions that required rethinking
Reframing AI from assistant to decision-support system
Reframing AI from assistant to decision-support system
We were required to integrate AI, and early directions leaned toward assistant-like interactions. I suggested that replacing PA officers with AI wouldn’t solve poor structure and could make the system feel more less credible. So instead, we ended up using AI at specific decision points to support users in moving forward independently while keeping the process transparent.
We were required to integrate AI, and early directions leaned toward assistant-like interactions. I suggested that replacing PA officers with AI wouldn’t solve poor structure and could make the system feel more less credible. So instead, we ended up using AI at specific decision points to support users in moving forward independently while keeping the process transparent.
Balancing trust vs. approachability in the system tone
Balancing trust vs. approachability in the system tone
The team initially pushed for a more approachable and informal interface to reduce stress. I was concerned that being overly friendly would erode professionalism and, in turn, trust. I proposed A/B testing both directions, which showed users trusted the more professional design more, while still responding positively to friendly elements. We moved forward with a more professional system, but kept subtle moments of warmth to balance clarity with accessibility.
The team initially pushed for a more approachable and informal interface to reduce stress. I was concerned that being overly friendly would erode professionalism and, in turn, trust. I proposed A/B testing both directions, which showed users trusted the more professional design more, while still responding positively to friendly elements. We moved forward with a more professional system, but kept subtle moments of warmth to balance clarity with accessibility.
AI-SUPPORTED ONBOARDING
AI-SUPPORTED ONBOARDING
A guided questionnaire that collects basic business information such as activity type, goals, and constraints. We used AI at the end of this flow to map user inputs to legal requirements and suggest the most suitable business structure. This ensures users make an informed early decision without needing to interpret complex legal categories themselves.
A guided questionnaire that collects basic business information such as activity type, goals, and constraints. We used AI at the end of this flow to map user inputs to legal requirements and suggest the most suitable business structure. This ensures users make an informed early decision without needing to interpret complex legal categories themselves.
CUSTOM ROADMAP & GUIDED STEPS
CUSTOM ROADMAP & GUIDED STEPS
A generated roadmap that translates the legal process into clear, sequential actions. Users can switch between a step-by-step tracker or a full overview depending on how much context they need. Each step includes a short explanation of purpose, prerequisites, and required inputs, with dynamic form fields that adapt to user context. Once completed, users can pay and directly submit documents to public administration through the system.
A generated roadmap that translates the legal process into clear, sequential actions. Users can switch between a step-by-step tracker or a full overview depending on how much context they need. Each step includes a short explanation of purpose, prerequisites, and required inputs, with dynamic form fields that adapt to user context. Once completed, users can pay and directly submit documents to public administration through the system.
Final rounds of user testing (5) showed the following:
Final rounds of user testing (5) showed the following:
4/5 users accurately performed next steps (up from 1/5)
All users described the system as more trustworthy
Users reported the system felt manageable
4/5 users accurately performed next steps (up from 1/5)
All users described the system as more trustworthy
Users reported the system felt manageable
1
1
My team consisted of 5 designers.
My team consisted of 5 designers.
2
2
If any changes could be made in the future, I would design a dual-facing system to allow public administration officers to work directly within the system. This could help the process to become even more efficient.
If any changes could be made in the future, I would design a dual-facing system to allow public administration officers to work directly within the system. This could help the process to become even more efficient.
createdbylib@gmail.com
© 2026 Libby Wilken
createdbylib@gmail.com
© 2026 Libby Wilken
createdbylib@gmail.com
© 2026 Libby Wilken