Beyond demographics
Demographic targeting cannot predict what people respond to emotionally.
ZEROin AIPRODUCT DESIGN · 2023
PSYCHOLOGY, TURNED INTO A BUTTON YOU CAN PRESS.
ZEROin reads how an audience thinks, then builds the campaign around it. S2DO led product design: the research, the UX framework, the design system and every screen that shipped.
01 · The challenge
Marketers were handed intelligence, not instructions.
Before the spend
Budget went out before anyone knew what worked. Launch, hope, read the damage later.
Creative fatigue
Creative wore out quickly, and teams had no resources to keep replacing it.
One product, different depths
The same interface had to work for a solo founder and an enterprise team.
02 · The framework
Six modules. One audience at the centre.
Rather than stack the intelligence into disconnected tabs, the model was drawn as an orbit around one audience profile. Performance data returns to the core and re-tunes every module.
The coreAudience
profile
profile
Personality intelligence
Traits and behavioural patterns
Decision psychology
Motivations and objections
Market opportunity
Audience size and reach
Creative execution
Videos, visuals and hooks
Execution & optimization
Automation and refinement
AI-driven strategy
Positioning and messaging
03 · Structure
The skeleton under every screen.
A modular grid that scales with expertise. Depth is always one layer down, never in the way.
Overview
The highlighted band answers one question before anything else: what should I do today?
Guided prompt builder
Nobody meets an empty box. The interface asks what a strategist would ask, then assembles the brief.
Scores & forecasts
Each score explains its reasoning. Forecasts remain ranges, so trust is earned rather than assumed.
04 · The system
A visual language for uncertainty.
Three teams shipped in parallel. Confidence had to read consistently everywhere, without shouting. These are semantic roles from the case study, not a replacement for the product’s own palette.
HighAct on it now
DirectionalTest before spending
Needs dataNot enough signal yet
- surface/base
- Page canvas
- surface/raised
- Cards
- signal/insight
- AI output
- action/primary
- One per view
- text/primary
- Headings
Example recommendation · high confidence
Shift 30% of spend to the achievement-driven segment
What shipped4 supporting views
The result
AI capability that reaches the person who has to act on it. Insight arrives as a next step, and one interface carries a founder’s first session and an enterprise team’s daily work.
- Modules, one framework
- 6
- Ad channels, one strategy
- 3
- System across three teams
- 1
ZEROin AI is the client. Product names and interface imagery belong to their respective owners.