Fuel iX revamp
Fuel iX is TELUS Digital's enterprise GenAI platform, powering multiple AI products such as Copilots, Screener, Coach, and Agent Trainer. As the platform expanded, the need for a unified, scalable design system became critical to maintain consistency, speed, and user trust.
Building a unified AI product platform for enterprise teams.
- Timeframe
2024 - 2026
- Tools
Figma, Unicorn Studio, Cursor, Claude Code
- Context
Fuel iX is TELUS Digital's enterprise GenAI platform, powering multiple AI products such as Copilots, Screener, Coach, and Agent Trainer. As the platform expanded, teams needed a unified, scalable product experience that could keep pace with new AI capabilities while preserving consistency, trust, and speed.
The challenge was to make a complex ecosystem feel coherent for enterprise users, product teams, and internal builders without slowing down experimentation.
- Problem
Inconsistent design across products
As teams shipped quickly, UI patterns diverged across products. Navigation, layouts, and components behaved differently, increasing cognitive load for users and slowing teams through repeated design and engineering effort.
- Solution
We improved the platform across three connected areas: clarifying how users move through AI workflows, creating reusable patterns for fast product delivery, and strengthening the design system so new capabilities could ship with a consistent level of craft.
The work treated Fuel iX as a platform, not a collection of separate tools, focusing on shared interaction patterns, clearer information architecture, and product surfaces that could scale across teams.
- Thanks to
Product, engineering, research, and leadership partners who helped shape the work and bring it into production.
Visual direction
The Fuel iX visual system was shaped around four material cues that could make AI feel stable, transparent, adaptive, and human.
Subtle texture, soft granular patterns, foundation, stability, ephemeral.
Glassmorphism, light refraction, layered UI, transparency, depth, modernism.
Smooth gradients, abstract waves, liquid-like transitions, adaptability, movement.
Organic shapes, nature-inspired details, growth, humanity, and creativity.
