How an AI chatbot can enrich the customer journey of a sustainable sneaker brand.
This was one of my first step into UX. A time when AI chatbots started trending and generative image AI had just landed. That’s how MoMo was born: a helpful, playful chatbot designed to improve the user journey – by using the strengths of AI to show personality, act proactively, extend brand touchpoints, and strengthen the brand image.
Product
AI Chatbot
Timeline
July 2023
Skills
Chatbot Strategy
Chatbot Development (the bot was live for testing)
Conversation Design
Storytelling
UX Writing
UX/UI Design
User Testing
Challenge
How an AI chatbot can enrich the customer journey of a substainable sneaker brand.
MoEa is a young, playful brand for vegan sneakers. As part of a concept project, I analyzed the current customer journey and created a new digital touchpoint to improve clarity and experience: an empathetic AI chatbot that reflects brand values and helps users where it matters.
Brand Analysis
Brand Attributes: Juicy • Sustainable • Transparent
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MoEa stands out with its playful tone, transparent communication, and bold visual identity. What made it especially compelling: MoEa’s vibrant brand identity was perfect for extending into a AI chatbot. The idea of "Living Brands" — brands that evolve and become experienceable through digital presence — became a key reference.

Target Audience: Digital creatives • Gen Z • value-driven

Gen Z, in particular, responds strongly to authentic and interactive communication. That’s why I intentionally designed Mo not just as a functional tool, but as a character. AI made it possible — for the first time — to technically and emotionally bring this personality to life.
Persona
Tiny 2025 disclaimer:‍ I don’t really work with personas anymore – for good reasons. But for the sake of this story, let’s roll with it.
Lea, 23 years old
The persona is based on lifestyle typologies developed by the Zukunftsinstitut. Lea combines traits from the Digital Creative and Urban Matcha archetypes — both representing a young, value-driven, tech-savvy audience. I didn’t want a fictional user, but a credible persona that reflects realistic behavior and decisions.

Lea is a UX design student living in Berlin and a true digital native. She loves new technologies, is constantly online, and cares deeply about sustainability — both in daily life and when shopping. Her favorite sneakers: the GEN1 Grapes by MoEa.
Customer Journey
Her user journey reveals several pain points — and that’s exactly where the solution comes in.
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‍• Is MoEa truly sustainable?
• What does pineapple leather feel like?
• How do returns work?
Goals
I. Solve pain points
Fix all problems, that I found in Leas customer journey.
II. Expand Touchpoints
AI creates a new brand interaction: Transfer MoEas brand values to a chatbot in spirit of a “Living Brand.”
III. Connect
A chatbot with character builds emotional bonds – especially for Gen Z, key to trust and engagement.
Designing MoMo
An earlier iteration of Mo I kind of regret not choosing.
MoMo’s character isn’t just helpful – he’s rooted in brand values.
‍I shaped his personality based on MoEa’s core traits: juicy, transparent, and sustainably minded. To make that tangible, I created several iterations of character design sets. The result is a chatbot that feels emotionally aligned and instantly familiar.

To bring MoMo to life, I designed a classic flow-based dialogue that quickly guides users to the most relevant answers – while still allowing MoMo to respond flexibly to unexpected questions. This combination creates a user experience that feels both efficient and alive.
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AI Mode: Open, dynamic, personalized
Flow Mode: Fast, goal-oriented, reliable fallback

Both modes share the same tone of voice: casual, approachable, and helpful.
Solution
Background and shoe image by MoEa
What – What is MoMo?
MoMo is MoEa’s digital brand companion. He knows the products, understands user needs, and responds in the brand’s voice – often a bit too enthusiastically. But that’s part of his charm: bold, passionate, and always on-brand.

Why – Why give a bot personality?
I didn’t want a neutral assistant. I wanted a character with values. Gen Z connects with authenticity and emotion. Through AI, Mo became more than a tool — he became a living, playful expression of MoEa.

How – How was his personality built?
In 2023, users often tested chatbots for originality. I saw that as the perfect moment to let MoMo’s personality shine. So I asked an expert — ChatGPT — what questions people use to challenge bots. Then I wrote MoMo-style answers and built them into his prompt

— not to simulate intelligence, but to express identity. A Living Brand in conversation.
Solving pain points
I. Is MoEa truly
sustainable?
MoMo addresses Lea’s concern through a clear, structured flow highlighting MoEa’s sustainability. Instead of vague claims, the bot offers trust through transparency.
II. How does the return work?
MoMo explains the return process clearly and offers to start right away by scanning the item or entering an order number. He proudly mentions MoEa’s recycling program for worn-out shoes.
III. What does pineapple leather feel like?
MoMo doesn’t just answer – he goes the extra mile. With enthusiasm and eco-spirit, he recommends trying the product in-store, offering both transparency and value.
Conclusion
MoMo doesn’t just solve — he strengthens: brand, trust, connection. He feels like a natural grown extension of the MoEa brand — and a potential anchor for creating new digital touchpoints.

In addition, MoMo meets Lea’s needs with quick responses, sustainable facts, and plenty of charm.
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Say hallo.
hallo@timwittke.de
Availability
Available for freelance work.
Open for job offers.
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