LG Ontolo
This case study describes experience gained by team members across prior roles and engagements.
03/05 All projects
The project
Ontolo is an AI-powered enterprise web application developed as part of an LG innovation initiative. The platform helps organisations maximise the value of their software investments by simplifying how new tools are selected, implemented, adopted, and replaced across complex enterprise ecosystems.
The project focused on web app UX & UI design for enterprise innovation, transforming highly manual, human-driven software decision processes into a structured, AI-supported experience. The goal was to reduce time-to-value, improve adoption, and support internal funding through a compelling proof of concept.
What we did
UX strategy, discovery facilitation, IA, interaction design, UI design, prototyping, illustration, design system foundations
Impact
Faster time-to-value
AI-supported analysis reduced delays in software selection and rollout.
- Clearer decisions
- Complex enterprise software choices were broken into step-by-step, outcome-driven flows.
- Reduced manual effort
- Previously human-heavy processes were streamlined through structured AI guidance.
- Improved adoption focus
- User feedback and desired outcomes were embedded directly into decision-making.
- Enterprise-ready UX
- Designed for executives, architects, and operational teams.
- Investor-ready POC
- An interactive prototype supported internal funding and innovation reviews.
- Scalable foundation
- The experience was built to support future expansion and deeper AI capability.
- Clear value narrative
- The platform clearly communicated how enterprises could maximise software ROI.
In use
The product as it was shipped, captured as it renders.
Mission
The mission was to design an AI-driven web app that helps enterprises make smarter software decisions faster. By combining user feedback, desired outcomes, and automated analysis, the experience aimed to remove friction from software assessment, planning, and rollout.
Key challenges
- Enterprise complexity
- Managing interconnected systems, tools, and stakeholders.
- Manual decision-making
- Replacing slow, human-driven processes with AI support.
- Abstract AI value
- Making AI outputs understandable and trustworthy.
- Multiple audiences
- Designing for technical and non-technical decision-makers.
- Early-stage uncertainty
- Designing while the product vision was still forming.
Objectives
- Demonstrate clear enterprise value through a POC
- Reduce time-to-value for software onboarding
- Support internal funding and innovation approval
- Create intuitive enterprise-grade workflows
- Lay foundations for a scalable AI platform
Process
The project began with a deep discovery phase typical of innovation and enterprise web app design. Workshops were facilitated to define ways of working, map stakeholders, clarify customer segments, and align on the business proposition before moving into solution design.
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01
Research & insights
Discovery activities included kick-off sessions, stakeholder mapping, persona creation, user flow definition, and interviews. These insights shaped both the AI model assumptions and the UX direction.
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02
Ideation & wireframes
Low-fidelity wireframes were produced for the POC web app and the marketing website, enabling rapid iteration and early alignment.
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03
Hi-fi designs & prototyping
High-fidelity designs were created for both the application and marketing site, supported by custom illustrations and an interactive prototype used for internal demos and validation.
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04
Testing
Interactive prototypes were tested with stakeholders to refine clarity, flows, and perceived value before development investment.
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05
Accessibility
Accessibility considerations focused on readability, contrast, and reducing cognitive load for enterprise decision-makers.
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06
Design system
A modular design system ensured consistency across dashboards, analysis steps, and decision workflows.
What we learned
For AI-powered enterprise software to succeed, insight alone isn’t enough. The experience must guide users step by step, turning analysis into confident action and measurable business value.
