Repositioning an AI startup through its website
ROOTFLO · WEBSITE REDESIGN · SHIPPED 2025
Overview
How do you explain a complex AI product without overwhelming people?
Rootflo's website had grown alongside the company. As we shifted toward AI middleware, the website no longer reflected what we were building - or where the company was headed. My goal was to rethink the website from the ground up: clarify the story, simplify the product, and create a visual language that felt as innovative as the product itself.
Product Strategy
Working with the founders and sales team to understand what Rootflo needed the website to communicate.
Information Architecture
Restructuring the website around a clearer story connecting Rootflo, its products, and its value.
Design & Development
Designing and building a modular, responsive website in Webflow.
Problem
Rootflo had evolved. The website hadn't.
The company had moved into AI, but the website still felt like it belonged to an earlier version of Rootflo.
Problem one
The existing Rootflo website did not fully reflect the company’s current objectives
The website felt off brand - since the colours used were not on brand
Problem two
Fragmented messaging, limited visuals, and no clear storytelling
Complicated illustrations that is time consuming which leads to high chances of users abandoning the site after few scrolls
Problem three
Usage of stock images feels outdated, which is the opposite of what the company is doing - innovation
Opportunity
Tell a complex AI story through simplicity.
Rather than redesigning individual pages, I saw an opportunity to rethink the entire narrative. The website needed to answer three questions quickly:
What is Rootflo?
A clear introduction to the company and its AI infrastructure.
What does it do?
Simple explanations of the products and use cases.
Why should I care?
A clear articulation of the value and differentiation.
Before designing the website, I had to understand the story.
I worked with the founders to understand where Rootflo was going, what made the company different, and what the website needed to accomplish.
Storyboard
Turning the strategy into a journey.
I mapped the homepage as a sequence rather than a collection of sections.
Introduce → Explain → Prove → Explore → Convert
Introduce
Showcased how Rootflo stands out with a bold headline, clean layout, and subtle animations
Explain
The middleware concept is broken down into a simple visual story.
Prove
Numbers and customer stories establish credibility.
Explore
Products and use cases give visitors a quick understanding of what Rootflo can do.
Differentiator
The standout features that define Rootflo’s edge.
Testimonials
To build confidence and authenticity.
Design decisions
How should an AI company feel?
The visual direction needed to feel intelligent, enterprise-grade, and human. I explored how to balance technical credibility with enough personality to avoid looking like another generic B2B SaaS website.
Typography
A clean, geometric typeface gives the website a modern feel while keeping technical information highly legible.
Brand colour
Deep grey
Colours
The primary brand colour brings energy and trust to the interface. Combined with deep grey and white, it creates a restrained visual system that lets the product take focus.
Visual direction
Clean layouts, modular components, subtle motion, and product-led visuals replace generic stock imagery.
Prototyping & Iteration
The first idea isn't always the clearest one.
Some of the biggest improvements came from simplifying ideas that initially felt visually impressive.
Example 01: Explaining middleware
v1
v2
I reduced the explanation to a simple visual sequence that communicates the same idea in two scrolls. Less interaction. More understanding.
Example 02: Showing use cases
v1
v2
I replaced it with a modular bento grid showing Rootflo's agents at a glance. This made the breadth of the product easier to understand while creating a stronger visual identity.
View the published site @
The final website was designed around a clean, modular interface, a consistent brand language, simplified information hierarchy, responsive layouts, and a scalable system built to evolve with Rootflo.
result
From explaining the product to telling the story.
The new experience moved away from long explanations and complicated interactions toward a more intuitive narrative.
Visitors can now understand: What Rootflo is → How it works → What it can do → Why it matters
The website also became more than a marketing page - it became a shared reference point for sales, product communication, and investor conversations.
Reduction in sales explanation time
Higher engagement
reflection
Strategy comes before screens.
Talking to the founders and understanding the company's direction made the design decisions much clearer.
Simplify, don't hide.
Complex products don't need complex explanations. Familiar patterns and clear visual storytelling can make technical ideas easier to understand.
Design with the team.
Working closely with sales and engineering helped align the story with both business needs and product reality.
Small details matter.
Motion, interactions, microcopy, and transitions may seem small individually, but together they significantly changed how the website felt.
