Brand concept + UX&UI // AiDoptify
I interned for 10 weeks in a newly ideated Danish AI start-up – AiDoptify. Without any brand concept, they couldn’t move on to the next growth stages. I came to change it.
UX/UI design
ux research
concept design
Challenge
Design brand concept from scratch.
About AiDoptify
AiDoptify is a Danish tech start-up building a generative AI SaaS platform for small and medium-sized businesses (SME).
The company recognizes struggles SMEs such as various issues with complexity, security, compliance, and unclear business values when trying to adopt AI. Their mission is to enable AI integration into SMEs daily operations, easily and securely.
Research
As I was following the Design Thinking approach throughout this project, I started the first phase – empathize – with desk research on competitors.
netnography
quantitative data
desk research
design thinking
Target audience
Researching the target audience and their problems was essential – I did a deep dive into what they talk about online themselves and what the research papers prove.
netnography
quantitative data
desk research
design thinking
Building a brand
After defining problems based on gathered research and brainstorming ideas, I formed the foundation of the brand with a simple brand concept guide.
graphic design
concept design
concept development
design thinking
Hero section
The hero section is all about curiosity of the unknown – AI. Thus, the usage of cosmic imagery. I wanted to use one of the most common AI correlations made by people (outer space) and the effect of awe that is evoked while seeing imagery of the universe.
As described by James Doty, Standford scholar, in De Witte’s article (2022) “Awe is sort of this ineffable sense of transcendence” (transcendence meaning “experience that goes past normal limits, or the ability to achieve this”). In the future, I wanted customers to associate AiDoptify with going above normal limits and expectations and achieving greater success.
UX&UI Design
figma
concept design
Home page
The home page is the representative page, so there needs to be a sprinkle of everything – problems they solve, solutions they offer, CTAs, etc. But, of course, I didn’t want users to feel overwhelmed, hence, everything was presented in the condensed way.
UX&UI Design
figma
concept design
Solution
On the solution page, I focused on all that AiDoptify can offer – listing benefits, showing differences.
I used light and contrast to enhance the persuasiveness of the design. For example, while comparing AiDoptify and public AI agents, I used gentle strokes of infused purple light to guide the user’s eye to key elements (AiDoptify’s version). Oftentimes, I used the same concept for oval-shaped brand elements placed in the background.
UX&UI Design
figma
concept design
About
The about section presents the company’s values, a plan for the future, and the team introduction.
Here it the example could be noticed of how I tried to appeal to user’s old brain by making users feel safe and out of danger by, for example, repetition of words “easily and securely” – which was always written in the same cursive and purple colour, so even without reading it letter by letter, they could recognise the pattern of it – “no previous knowledge needed” and soothing videos of space.
UX&UI Design
figma
concept design
Join waitlist
The join waitlist page is nothing but simple – contact information with clear signs whether everything is correct and done, as well as the confirmation page with congratulations.
UX&UI Design
figma
concept design
Contact
Naturally, there needed to be a contact page. It follows the same form design as seen on the join waitlist page to ensure the design stays cohesive.
UX&UI Design
figma
concept design
See also
concept development
agf campaign
A team project in collaboration with AGF
UX&UI
mobile app
The AP thesis project in collaboration with PriceShape