Rootflo website redesign

Rootflo website redesign

Rootflo website redesign

From concept to live experience

From concept to live experience

From concept to live experience

Overview

Overview

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

My role

My role

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Problem statement

Problem statement

White-boarding

White-boarding

Storyboarding

Storyboarding

Design

Design

Problem statement

Problem statement

Problem statement

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The branding was not consistent

The branding was not consistent

The branding was not consistent

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

White-boarding

White-boarding

White-boarding

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.

Storyboarding

Storyboarding

Storyboarding

Scene 1

Showing why we stand out in one powerful line

Simple layouting + animation to not take attention away from the main heading

Scene 2

Explaining the Middleware concept

Simple easy-to-follow text with illustration to clearly explain our key concept

Scene 3

Showing the credibility of the concept through numbers

Scene 4

Moving on to explaining our products and what we offer

Illustrations explaining the product

Scene 5

Showing our highlight features

The differentiators that make us stand out

Scene 6

Testimonial section to show success stories

Design

Design

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.