Quora + Poe / AI content + monetization

Adapting a knowledge platform to AI while rebuilding its growth engine.

A connected product story spanning AI-assisted publishing, creator value, advertiser tooling, ad formats, and Poe growth loops. The throughline is not novelty. It is turning new capabilities into trustworthy systems that people, creators, and businesses can understand.

Quora and Poe case study hero shown on a laptop screen

Role Product design lead

Focus AI content + monetization

Surfaces Quora Ads, Messaging, Poe

Contribution Product vision, growth systems

AI product set System map

AI product bets

AI-assisted formats, creator tools, ad surfaces, revenue systems, and growth loops.

KPI Revenue

20%

Revenue via Q&A

Partner revenue lift mapped to creator value, ads context, and answer intent.

Poe Engagement

12%

Conversion lift

Conversation starters made exploration feel more immediate and actionable.

AI supply / trust

AI changed the supply and trust model.

Quora had to adapt to a world where AI could generate, summarize, and route knowledge at a new pace. The work explored AI Journalist, insight generation, question generation, LLM summaries, creator research, and dynamic topic browsing as one connected content system rather than a pile of disconnected features.

AI Journalist flow screens exported from the Figma case study — Quora explored AI-assisted content workflows across email, bot interactions, question framing, editing, summary generation, and story output.

AI content surfaces gallery with LLM summaries and dynamic UI examples — LLM summaries and dynamic browsing surfaces reframed existing product inventory around answer intent and reader trust.

Ads Manager

Ads Manager made revenue workflows legible.

The Ads Manager work moved the revenue model from abstract placement to a practical workflow. It connected advertiser goals, campaign structure, ad-set targeting, creative setup, review, and reporting into a system that could support both self-serve and managed advertisers.

Quora Ads Manager dashboard exported from Figma — Ads Manager reframed revenue work as a visible operating system: objective, audience, spend, creative, review, and reporting in one workflow.

Campaign creation system screens from Quora Ads Manager — Campaign setup, ad-set structure, and creative authoring became reusable workflow building blocks rather than isolated forms.

Ad format system

Ad formats became a reusable system.

Static, display, text, video, and carousel formats had to feel consistent enough to manage while staying flexible to advertiser behavior. The product work treated format design as a reusable system of structure, preview, and placement.

Quora ad format gallery with format consolidation and carousel examples — Ad formats extended the business model into repeatable patterns that could be compared, previewed, and reasoned about.

Poe growth

Growth asks worked best after value discovery.

Poe work moved across login, onboarding, subscriptions, sharing, and conversation starters. The important pattern was timing: the strongest prompts appeared after a person had experienced enough value to understand why returning or sharing mattered.

Poe onboarding, sharing, and growth mechanic screenshots — Poe growth mechanics connected onboarding, sharing, conversation starters, and return loops after users had discovered value.

Reflection

The durable pattern is not "add AI." It is connect value, trust, and growth.

Across Quora and Poe, the work becomes strongest when the interface clarifies why a system is acting, where the value is going, and what the user can do next. That is the product-design lesson: new technology only matters when it creates a meaningful path people can understand.

20% Revenue signal from Q&A

12% Poe conversion lift

2% Audience return learning

All case studies Next: DroneDeploy