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MoFlo Cloud

MoFlo Cloud

Actively Shipping

MoSocial is the first live product inside MoFlo Cloud. This case study intentionally blends platform context with a deep dive into MoSocial to reflect how the product is being built in real time.

Role

Lead Product Designer

Timeline

June – October 2025

Team

CTO (PM)
3 Engineers
1 Designer (me)

Skills

UX/UI Design, Frontend Development, Product Strategy, Systems Thinking

How might small business owners manage content like a team of marketers, without actually having one?

How might small business owners manage content like a team of marketers, without actually having one?

Start with an idea

Simply type an idea of what content you'd like to make and upload any supporting files.

Start with an idea

Simply type an idea of what content you'd like to make and upload any supporting files.

Start with an idea

Simply type an idea of what content you'd like to make and upload any supporting files.

Most SMBs struggle to stay consistent online. Between scheduling posts, tracking analytics, and writing captions, social media often falls to the bottom of the to-do list.

Most SMBs struggle to stay consistent online. Between scheduling posts, tracking analytics, and writing captions, social media often falls to the bottom of the to-do list.


MoSocial, a core module of the MoFlo Cloud ecosystem, was designed to change that, giving users a single workspace to plan, write, and automate social media with the help of AI and persona-driven context.

Early interviews with independent creators, real estate agents, and boutique store owners revealed a pattern of burnout and inconsistency.

Early interviews with independent creators, real estate agents, and boutique store owners revealed a pattern of burnout and inconsistency.

Small businesses don’t need more tools, they need one that thinks like them.

Small businesses don’t need more tools, they need one that thinks like them.

01.

“I run out of things to post.”

Users lacked creative prompts and guidance.

01.

“I run out of things to post.”

Users lacked creative prompts and guidance.

02.

“I don’t have a social media person.”

Most SMBs couldn’t afford marketing teams.

02.

“I don’t have a social media person.”

Most SMBs couldn’t afford marketing teams.

02.

“I don’t have a social media person.”

Most SMBs couldn’t afford marketing teams.

03.

“It’s hard to keep a consistent brand voice.”

Every post felt different depending on mood or time constraints.

03.

“It’s hard to keep a consistent brand voice.”

Every post felt different depending on mood or time constraints.

03.

“It’s hard to keep a consistent brand voice.”

Every post felt different depending on mood or time constraints.

Existing tools like Buffer, Later, and Metricool offer scheduling and analytics, but they lack contextual AI understanding. They focus on when to post, not what or how to communicate a brand’s personality.


Meanwhile, ChatGPT-based generators produce generic content, often misaligned with the tone or audience of a small local business.

Existing tools like Buffer, Later, and Metricool offer scheduling and analytics, but they lack contextual AI understanding. They focus on when to post, not what or how to communicate a brand’s personality.


Meanwhile, ChatGPT-based generators produce generic content, often misaligned with the tone or audience of a small local business.

I ran a two-week behavioral study with five participants, all solo entrepreneurs or small business managers.

I ran a two-week behavioral study with five participants, all solo entrepreneurs or small business managers.

To uncover why small business owners struggle with social media consistency

Each was asked to post at least three times per week on any social platform and document their experience.

Findings

  1. By the end of week one, four of five had already fallen behind.

  1. Top reasons included “running out of ideas,” “not knowing what to post next,” and “it takes too long to sound right.”

  1. Even when they tried AI tools like ChatGPT, the content often felt off-brand or repetitive.

  1. Most described the process as “mentally draining,” “a background chore,” or “too inconsistent to be worth it.”

MoSocial

Designed as a single workspace that removes ideation friction and keeps content aligned from idea to publish.

Designed as a single workspace that removes ideation friction and keeps content aligned from idea to publish.

Generate and Post in 3 simple steps

  1. Start with an idea
    Enter a post concept or campaign goal and attach any supporting assets.


  1. Generate content with AI
    AI drafts captions and visual suggestions based on the idea and context.


  1. Review, edit, and schedule
    Refine the output, make quick edits, and schedule directly from the planner.


Planning Without Context Switching

Once a post is created, it lives directly inside a shared content calendar. Users can switch between day, week, and month views to see what’s scheduled, what’s posted, and what still needs work.

This reduces the need to jump between drafting tools and schedulers, helping users maintain consistency without extra planning overhead.

Easily Create Your Personas to Set you Voice and Tone

Creating a persona in MoSocial focuses on defining voice and tone, not just content topics.


Users set style guidelines, add brand keywords, and specify do’s and don’ts to give the AI consistent context.


This helps generated posts stay on-brand, repeatable, and aligned with how the business wants to sound.

Personas are at the heart of MoSocial. Representing the user’s tone, style, and values.

Personas are at the heart of MoSocial. Representing the user’s tone, style, and values.

Example Persona Types

Example Persona Types

Each persona stores: Voice and tone descriptors, Preferred post formats, Brand keywords and emojis, Content do’s and don’ts

Each persona stores: Voice and tone descriptors, Preferred post formats, Brand keywords and emojis, Content do’s and don’ts

The final interface merges clarity with personality

The final interface merges clarity with personality

Persona Toggle:

faster content creation compared to using separate AI tools

AI Composer:

Generates captions and image suggestions based on selected persona.

Post Planner:

Clean, scrollable timeline with platform badges and performance insights.

MoSocial’s internal testing with small business owners showed:

MoSocial’s internal testing with small business owners showed:

67%

faster content creation compared to using separate AI tools

Higher satisfaction with brand voice consistency

Reduced “blank page anxiety” — users felt more confident starting posts