Pupok: A Case Study in AI-Native Production

Role: Product Design, UX/UI, Creative Direction, AI Pipeline Design
Tools: Google AI Studio (Gemini), Generative Image Models, AI Logic & Orchestration
Type: Experimental Game / AI Product

Play Pupok

Pupok is a "delightfully weird" interactive experience centered around the surreal world of belly buttons. While the premise is playful, the production was a serious exploration into the future of product design. As a Senior Product Designer and AI Artist, I used this project to test the boundaries of "Vibe Coding"—building a complete, functional product without writing a single line of manual code.

The Challenge:

Zero-Code Sovereignty. At Doozy - Creative Lab, my co-founder Yoash Foldesh and I wanted to see if a designer could move beyond the "prototype" phase and into "shipping" independently. The goal was to build the entire product—logic, UI, backend, and image pipeline—using AI as the primary engine.

Game logic & flow

Entirely architected through natural language prompts. Built as a conversational system inside Gemini AI Studio

Content system

Daily drops, rotating themes, and dynamic game states

The Workflow:

Vibe Coding with Gemini Using Google AI Studio, we bypassed the traditional developer hand-off.

UI & Interaction

Designed and implemented iteratively within the AI environment. Generated through iterative AI prompting

Product iteration

Designed, tested, broken, fixed, and shipped in real time — entirely inside AI Studio

Image pipeline

AI-generated characters and belly buttons, curated into themed daily batches

Post

We bypassed the MVP stage, moving straight from ideation to a high-fidelity, live product.

The Dictator batch

The Nobel Prize Winner Batch

The Olympic Swimmer Batch

The Singer Batch

The Results

Pupok serves as a proof-of-concept for the next era of design: one where AI isn't just an ideation tool, but a production partner. It proves that designers can now own the full end-to-end stack, allowing for faster shipping, lower barriers to entry, and the freedom to pursue unconventional ideas—like a belly button game—with professional-grade execution.

Key Takeaways:

Production over Ideation: AI is shifting the designer's role from "visualizer" to "full-stack creator." Designers can now build full products end-to-end.
Playful UX: Proving that humor and "weirdness" are valid strategies for engagement.
Technical Agility: Building complex backends through AI-guided "Vibe Coding."
Products can be shipped at the speed of thought.
Most importantly, it shows that AI tools are becoming true creative partners - not just assistants.

Play Pupok