AI-powered caption creation inside a social media management SaaS
Writing captions was the slowest part of every post.
Social teams rewrite the same idea for every channel, every day. Generic AI text sounded off-brand, so people didn't trust it.
- Product strategy, AI interaction design, UI, UX research
- 2026 Q1 to Q2
- Social media management SaaS
- 85% usability success
- FigmaClaudeCursorUserTesting
AI-powered caption creation inside a social media management SaaS, tested with 85% usability success on usertesting.com.
Social teams publish across several channels every day. Each channel wants a different length, tone and set of hashtags, so the same idea gets rewritten again and again.
Caption writing was the slowest step in creating a post, and quality depended on who happened to be writing that day.
In interviews, social managers told us generic AI text sounded off-brand. They trusted suggestions they could tweak, compare and undo, and they did not want to leave the post to chat with a bot.
- Help had to live inside the composer, next to the post.
- Quick actions like rephrase and a friendlier tone beat open prompts.
- Every suggestion needed to be editable and reversible.
Owly Assistant suggests the best time to post, images, calls to action and emojis, and rewrites selected text in one click with grammar check, rephrase and tone controls.
Because it sits beside the post, people stay in their flow and keep full control of the final words.
We ran moderated usability sessions on usertesting.com with people who manage brand accounts every day, and iterated between rounds.
Participants completed the core caption tasks with 85% usability success. The biggest wins came from keeping every suggestion editable and reversible.
- 85%
- usability success on usertesting.com
- XX%
- faster time to publish (placeholder)
- XX%
- weekly team adoption (placeholder)