A company website for ai.io – an AI-powered platform that analyzes athletic performance to unlock hidden talent.
Role
UX Designer
Team
2 UX, 2 UI, 1 Copywriter, 1 Creative Director, 1 Project Manager
Timeline
6 weeks, January - February 2023
ai.io’s mission is to help clubs and sports teams find and unlock hidden talent. We built ai.io – a company website for athletes, clubs, and investors to understand ai.io’s products, services, and brand. From an ambiguous brief, we teased out requirements and built a site ai.io could be proud of, telling their story in the simplest way.
I worked on the discovery phase, defining the brief, understanding ai.io’s products and business structure, and built the sitemap.
Awarded Gold in the digital category of the 2024 CreativePool Awards and featured on AKQA.com.
Let people know who we are.
Overview
Show our product suite
ai.io’s product suite was expanding and needed to be organized in a way that users could understand. We needed to showcase a holistic suite under one umbrella instead of fragmented products.
Business goals
Attract investors and athletes
As a company in its growth phase, ai.io needed a well-designed site that was visually appealing and simple, so more athletes would use their products, and more investors would understand the company.
Be a succinct destination
ai.io wanted a company site where visitors from various entry points could land and learn about the company, instead of being funneled to a singular landing page for one product.
The brief
Initially, it seemed like we were building a website for a holding company focused on investors, financials, and less on products or the company’s story. We started with three routes for a holding company website.
Teasing out the brief.
Through feedback on these 3 routes, we learned that we needed to build a simple company website – a destination to show what products ai.io offered and who they were. First, I gained clarity on their products, understood how their products are categorized, and tested a sitemap following this structure.
Clarifying the requirements.
Through testing different routes and iterations, we got to an IA that allowed users to easily navigate, understand the product suite, and ai.io as a company.
Validating ideas.
A key business objective for ai.io was to clearly showcase its product suite in a way that’s easy to understand and navigate. Users also needed to quickly access product information with minimal friction. We selected Option 2 because it kept the sitemap simple, supporting clear user flows and intuitive journeys.
As a final refinement, we moved About, Contact, Careers, Privacy, and Terms to the footer. This content primarily serves investors and partners, so we kept it accessible while maintaining a strong focus on product discovery for players and clubs.
A new IA gave ai.io’s site focus and flow, helping every audience — from investors to players — easily navigate, discover products, and connect with the company’s mission.
A smarter structure for a sharper story.
Impact