A UX Design case study
Website Design and Product Experience for ekai
COMPANY
ekai
ekai
EXPERTISE
Interaction Design
ROLE
Product Designer
YEAR
2025
Introduction
Introduction
Introduction
Ekai builds an AI twin inside Slack that answers your team’s questions using your existing context, so work keeps moving even when you are not online.
The team had built a strong product and an early website to support it. As the product grew, the site needed a clearer story and a more trustworthy presence. I partnered with the founders to redesign the full experience and shaped the UX and UI from research to final visuals.
Ekai builds an AI twin inside Slack that answers your team’s questions using your existing context, so work keeps moving even when you are not online.
The team had built a strong product and an early website to support it. As the product grew, the site needed a clearer story and a more trustworthy presence. I partnered with the founders to redesign the full experience and shaped the UX and UI from research to final visuals.
Timeline
From explorations to High Fidelity designs in 4 weeks while working with multiple projects at the same time
From explorations to High Fidelity designs in 4 weeks while working with multiple projects at the same time
Goal
Turn the website into a clear, trustworthy first touch point that helps teams understand Ekai and feel safe to start a demo or install.
Turn the website into a clear, trustworthy first touch point that helps teams understand Ekai and feel safe to start a demo or install.
Users came to the site curious about what Ekai could do for them, but the website did not answer their questions. It left people confused, unsure and a little skeptical of trusting an AI with their work.
In AI SaaS the website is often the first sales call.
ekai had a working product but the site did not reflect it.
Users came to the site curious about what Ekai could do for them, but the website did not answer their questions. It left people confused, unsure and a little skeptical of trusting an AI with their work.
In AI SaaS the website is often the first
sales call.
Ekai had a working product but the site did not reflect it.
The main line spoke about saving time for the repetitive work,
but did not say what the product actually is
The main line spoke about saving time for the repetitive work,
but did not say what the product actually is
The structure hid key information like security and real use cases
The structure hid key information like security and real use cases
Analytics showed a heavy mobile bounce of around 63%
and weak demo click-through on small screens
Analytics showed a heavy mobile bounce of around 63%
and weak demo click-through on small screens
What we Needed to Fix
What we Needed to Fix
What we Needed to Fix
From this starting point I defined three clear objectives for the redesign
From this starting point I defined three clear objectives for the redesign
Explain ekai to users in one glance
and utilse better methods
to covey its impact
Explain ekai to users in one glance
and utilse better methods
to covey its impact
Explain ekai to users in one glance
and utilse better methods
to covey its impact
Build trust for security
minded buyers without drowning them in buzzwords
Build trust for security
minded buyers without drowning them in buzzwords
Build trust for security
minded buyers without drowning them in buzzwords
Fix the mobile experience so that people can understand the product and act from any device
Fix the mobile experience so that people can understand the product and act from any device
Fix the mobile experience so that people can understand the product and act from any device
Understanding the Real Story
Understanding the Real Story
Talking to users and the team
Talking to users and the team
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
Team leads
and Members
Team leads
and Members
Team leads
and Members
These are people who run daily standups, track progress and deal with repeated questions from their teams.
Their main emotion was frustration mixed with hope.
These are people who run daily standups, track progress and deal with repeated questions from their teams.
Their main emotion was frustration mixed with hope.
These are people who run daily standups, track progress and deal with repeated questions from their teams.
Their main emotion was frustration mixed with hope.
Tech and
security owners
Tech and
security owners
Tech and
security owners
These were the more cautious voices in the room.
Their emotion was concern and skepticism.
These were the more cautious voices
in the room.
Their emotion was concern and skepticism.
These were the more cautious voices in the room.
Their emotion was
concern and skepticism.
Product, Numbers and Market Patterns
Product, Numbers and Market Patterns
I reviewed the live product, the old site and the analytics to see where users were dropping off. Mobile visitors left the quickest, and most people did not stay long enough to understand what Ekai actually did.
Alongside this, the team and I audited leading AI tools to see how they explained value and trust. Competitors were clearer, more direct and surfaced security much earlier.
Putting both views together confirmed the core gap.
People were curious, but the website did not give them the clarity or confidence they needed.
I reviewed the live product, the old site and the analytics to see where users were dropping off. Mobile visitors left the quickest, and most people did not stay long enough to understand what Ekai actually did.
Alongside this, the team and I audited leading AI tools to see how they explained value and trust. Competitors were clearer, more direct and surfaced security much earlier.
Putting both views together confirmed the core gap.
People were curious, but the website did not give them the clarity or confidence they needed.
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
Understanding buyer fears
Understanding buyer fears
I then looked at reports on AI SaaS adoption that listed common blockers and found the following insight on the reason for sales to not follow through:
I then looked at reports on AI SaaS adoption that listed common blockers and found the following insight on the reason for sales to not follow through:
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
Value is unclear
Value is unclear
Value
is unclear
Effort of setup is unknown
Effort of setup is unknown
Effort of
setup is unknown
Data safety feels vague
Data safety feels vague
Data safety
feels vague
These themes guided every later decision.
These themes guided every later decision.
These themes guided every later decision.
A buyer journey driven page
A buyer journey driven page
I designed a structure that cleanly follows how people evaluate a new AI tool:
Clear explanation
Real examples
Integrations
Proof
Security
Call to action
I designed a structure that cleanly follows how people evaluate a new AI tool:
Clear explanation
Real examples
Integrations
Proof
Security
Call to action
I designed a structure that cleanly follows how people evaluate a new AI tool:
Clear explanation
Real examples
Integrations
Proof
Security
Call to action
Exploring Directions
Exploring Directions
I created three concept directions.
I created three concept directions.
I created three concept directions.
A
B
C
Evaluation
Concept B scored highest overall, but lacked an emotional opener.
We therefore created a Hybrid: Concept B’s modular backbone plus Concept A’s narrative hero.
Concept B scored highest overall, but lacked an emotional opener.
We therefore created a Hybrid: Concept B’s modular backbone plus Concept A’s narrative hero.
Concept B scored highest overall, but lacked an emotional opener.
We therefore created a Hybrid: Concept B’s modular backbone plus Concept A’s narrative hero.
The Visual Language
The Visual Language
The legacy showcased a strong look, but what we needed was not strength, it was Trust, Security and compassion.
So we then refined ekai’s identity into a clean and modern system.
The legacy showcased a strong look, but what we needed was not strength, it was Trust, Security and compassion.
So we then refined ekai’s identity into a clean and modern system.
The legacy showcased a strong look, but what we needed was not strength, it was Trust, Security and compassion.
So we then refined ekai’s identity into a clean and modern system.
Alive Sections
Alive Sections
Micro Interactions and Animations
Micro Interactions and Animations
The product has many moments where users need clarity. I added micro interactions that remove hesitation and help people feel more in control. Hover states make targets obvious. Smooth transitions make movement feel natural. Light pulses draw attention to key actions. Along with these, the short feature animations explain how each part of Ekai works in day to day use, so users understand the value without reading long explanations.
The product has many moments where users need clarity. I added micro interactions that remove hesitation and help people feel more in control. Hover states make targets obvious. Smooth transitions make movement feel natural. Light pulses draw attention to key actions. Along with these, the short feature animations explain how each part of Ekai works in day to day use, so users understand the value without reading long explanations.
To understand the gap between the product and the website, I began with simple conversations. These revealed more than data ever could. People were not just unclear about what Ekai did. They were unsure about whether they could trust an AI to step into their daily workflow.
Two core personas emerged, and both carried very different emotions and expectations.
A hero that feels alive
A hero that feels alive
A simple Slack like conversation shows what the AI twin actually does.
It replaces confusion with instant understanding.
A simple Slack like conversation shows what the AI twin actually does.
It replaces confusion with instant understanding.
Micro interactions that build confidence
Micro interactions that
build confidence
Small motion cues that
guide attention
Hover lifts, Soft pulses
Respect for reduced
motion settings
Small motion cues that guide attention
Hover lifts, Soft pulses, Respect for reduced
motion settings
Honest and clear security
Honest and clear security
I created a security section that explains data flow in plain language.
No jargon. No overclaiming.
I created a security section that explains data flow in plain language.
No jargon. No overclaiming.
Feature list Animations
Feature list Animations
Alongside I created 3 demo clips
to help user understand the product
Alongside I created 3 demo clips
to help user understand the product
Final Screens
Final Screens
Note
Note
Note
A large part of my work for Ekai includes the actual product experience, platform flows and the full Chrome extension. Due to NDA, I cannot display those screens publicly, but I would be happy to walk through the thinking and decisions in a conversation.
A large part of my work for Ekai includes the actual product experience, platform flows and the full Chrome extension. Due to NDA, I cannot display those screens publicly, but I would be happy to walk through the thinking and decisions in a conversation.
Conclusion
Conclusion
Conclusion
This project taught me how much clarity, honesty and simplicity matter in AI products. Ekai already had strong technology. My goal was to translate that strength into an experience that feels understandable, trustworthy and easy to act on. Through research, story driven structure, clean design and thoughtful motion, we were able to create a website that reflects what the product truly offers.
Working closely with the team helped me grow not only as a designer but also as a communicator. This project shaped how I now think about product storytelling, trust building and the role of design in early stage AI companies.
If you want to discuss any part of this project in depth or explore the NDA protected sections, I would be glad to share more.