Generative Search with AI @ G2
Leveraging AI to deliver personalized search results for a B2b software marketplace
I joined G2's Buyer Experience Team as a Product Design Intern where I led the redesign of the search experience.
As the sole designer on this initiative, I owned user research, design, prototyping, and usability testing, partnering with engineers to ship the first MVP of G2’s AI-supported search.
This work performed well in testing and with real users after the MVP launch, establishing AI design patterns across the site and advancing G2’s shift to an AI-first company strategy.
Tools & Skills:
Figma, Usertesting.com Research, Design Systems
Timeline:
Summer 2025
Timeline:
Sole Product Designer
With
Buyer Experience team
Mentored by:
Allison Beck
Aryn Silverberg
My Impact at a glance
Full search page redesign
Defined contextual AI interaction patterns added to the design system and used site-wide
Shipped MVP 3 features during internship
+78% engagement with G2.ai
+8.5% buyer conversion on search pages
The Challenge
Software buyers struggle to find relevant products searching on G2.com, leading to low engagement and lost potential buyer intent data for software sellers on G2.
Research & Discovery Findings
Heuristic Evaluation: An outdated search results page optimized for SEO
Understanding buyer behavior through usability testing & site analytics
Software buyers want search results that match their exact known needs
Users rarely use current filters on search result pages
Amplitude
Search results pages have the highest % user engagement with G2 AI Chat
Brainstorm & Explorations
I presented my findings, led a team brainstorm, and explored different design approaches.
Brainstorming with engineers on the BX team helped surface new possibilities with G2 AI and we voted on 3 main directions to explore. Bringing my designs to design team critiques helped me further narrow my solutions.
I created low fidelity explorations of personalizing search results, adding filters within the search bar, and creating more freeform views of the search results page.
Initial Design
How far can we personalize the search result experience?
G2 has rich data on software features and buyer insights that traditional search and static filters fail to leverage. AI-powered generative search results allow users to surface relevant filters based on inputted needs.
Dynamic Product Card information
Prompt to filter
Contextual AI entry points
Prototype & Testing
Robust prototyping with Figma Make
I created prototype to validate text input AI prompting behavior with users.
I shared my workflow to the design team, inspiring others to use Figma Make for prototyping.
Testing with 5 recent software buyers revealed…
Buyers easily understood the AI powered prompt to filter interaction
Buyers loved seeing personalized information in top search results.
Testers showed conversion intent for top search results that fit their needs.
Changes after testing
Refining UX copy on AI filtering & reintroducing traditional filters…
One tester expressed a desire for traditional filtering so I replaced the actions panel (which testers did not really engage with) with a filter panel. I also reframed the filter panel as a search assistant to clarify its role as a non-conversational AI tool.
Final Design
Search page simple Figma prototype
Full search page redesign
Shipping 3 MVP feature designs with engineers and seeing real impact in the first 2-weeks of launch.
I created 3 MVP handoff files with specs for engineers on my team to implement during my internship (huge shoutout to my team for getting these out so fast), and conducted my first design QAs!
Reflections & Thanks :)
Hearing from end users, engineers, and taking ownership at a tech unicorn
Value of User Insight:
Hearing from end users was essential, especially for a product I’m not the target audience for. Their input shaped my most relevant and impactful design decisions.
Keeping the team involved:
Involving engineers early in the process ensured that design ideas were technically feasible and gave me a clearer understanding of what was possible early on.
Learning in a High-Growth Environment:
At G2, I enjoyed the greater ownership, exposure to real customer data, and the energy of startup culture. I'm especially grateful to my team for trusting and engaging with my work as if I was a full time designer!
Thank you to the PXD team!
I’m so grateful to the G2 product designers for their mentorship and thoughtful feedback throughout my summer. They created a space where I not only grew as a designer and also as a person and a creative beyond PXD work.
Thank you to my fellow G2 interns!
I learned so much from the other G2 interns' drive, energy, and kindness, and I'm excited to see everything they accomplish in the future :)
