Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

MARS — Home of Intelligence — case study

Reimagined enterprise AI as a personalized command center—transforming data into actionable insight for every MARS employee.

The Challenge

Mars needed to introduce Home of Intelligence—an enterprise AI dashboard designed to deliver real-time data, insights, and decision-making support across the organization. But for employees across roles and levels, AI-powered tools risked feeling complex, impersonal, and difficult to adopt.

How do you transform a powerful, data-heavy AI platform into a personalized, intuitive experience that employees at every level can understand, trust, and use?

Overview

Client: Mars, Inc. Company: Confiz Role: Creative Director (Product Design, UX Writing & Content Strategy) Project: Home of Intelligence (AI-powered enterprise dashboard) Platform: Desktop, Mobile

Insight

Data is only valuable if it’s usable.

For AI to drive real impact, it needs to adapt to the user—delivering the right information, in the right way, at the right time.

Approach

We designed the platform as a personalized intelligence layer—tailored to each user’s role, behavior, and needs.

  • UX & UI Design: Clean, modular, and adaptable across devices
  • Personalization: Content and insights driven by role, usage, and preferences
  • Voice & Tone: Clear, intelligent, and human—never overly technical
  • User Journeys: Built around real employee types and behaviors

The goal: make AI feel less like a system—and more like a strategic partner.

MARS Home of Intelligence title card on dark navy: “MARS / Home of Intelligence” with the sub “Customized, enterprise-grade AI dashboard for MARS employees.”, wrapped in a soft blue glow.
Three tall dark AI-chatbot use-case cards side by side — Treats Product Innovation Manager, Snacking Marketing Director, and CX/Consumer Insights Analyst — the center card raised proud of the others.
Light Home of Intelligence dashboard: a “Good Morning Amy…” greeting above Channel Metrics, a $19.3K Sales Breakdown donut, and a Q2–Q3 Revenue line chart.

The Idea

Turn enterprise AI into a personalized command center.

A dashboard that doesn’t just deliver data—but surfaces insights, answers questions, and helps employees make smarter decisions in real time.

Execution

Product Design: End-to-End Experience

Led the design and content of the full platform across desktop and mobile:

  • Created a flexible, modular UI system
  • Designed for clarity, speed, and usability
  • Ensured consistency across devices and use cases

Personalization: Designed for Every User

Developed three core user journeys to reflect different roles and behaviors:

  • Andrew Clarke (Global President, Snacking)
    • Infrequent, executive-level user
    • Needs high-level insights, summaries, and quick decision support
  • Hannah Olson (Brand Manager, Mars Petcare)
    • Daily user
    • Requires regular access to performance data and actionable insights
  • Haley Kiernan (Consumer Insights Manager)
    • Power user
    • Deep dives into data, trends, and analysis

Each journey shaped how information was prioritized, presented, and interacted with.

AI Voice & UX Writing: Humanizing Intelligence

Defined the voice of the AI and wrote the full UX experience:

  • Translated complex data into clear, actionable language
  • Designed responses to feel conversational and helpful
  • Balanced intelligence with clarity and usability

Sales Enablement: Bringing the Product to Life

Created three concepts and storyboards for a 2-minute sales video:

  • Demonstrated real-world use cases across different roles
  • Showcased personalization and real-time problem solving
  • Positioned the platform as both powerful and approachable
Light browser window with a blue radial glow: an avatar circle and pill above “Haley Kiernan / Sr. Manager Chocolate Product Development at Mars.”
Dark laptop showing a “Good Morning Andrew” Home of Intelligence dashboard, with a phone leaning on its right edge, on a black backdrop.
Five dark phone screens fanned across a black backdrop, the center screen showing the “Good Morning Andrew” Home of Intelligence mobile dashboard.
One tall white card holding both sales-video storyboard pages: Page 1 “How can I help you? The New HOI, from the AI” (six blue frames including FUTURE Home of Intelligence) and Page 2 (six frames including NEXT GEN TECH Next Level Possibilities).

Why It Worked

  • Made a complex AI platform feel intuitive and accessible
  • Personalized the experience across roles, increasing relevance and usability
  • Balanced data depth with clarity and speed
  • Humanized AI through thoughtful voice and interaction design
  • Created a cohesive system across product, narrative, and sales enablement

How It Performed

  • Increased user engagement across roles, driven by personalized, relevant content
  • Improved speed to insight, enabling faster, more informed decision-making
  • Higher adoption among non-technical users, particularly at executive levels
  • Increased frequency of use among daily and power users
  • Reduced reliance on manual data gathering, streamlining workflows
  • Established a scalable foundation for AI-driven experiences across the organization

Platform Engagement

+35%

increased through clearer, more intuitive flows

Weekly Active Users

+15%

increase in traffic to program pages from editorial content

Time to Insight

+13%

enabling faster decision-making

Task Efficiency

+60%

with interactive event materials

Engagement

+20%

indicating stronger audience interest and consideration

Self Service Data Access

+25%

reducing internal data requests

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.