Aidetic

UX Research | UI Design on Webflow | Pitch Decks | Graphic Design (Digital & Print)

About Aidetic

Aidetic is an AI Consulting and Solutions company, founded in 2018 to accelerate AI adoption for startups, SMEs, and enterprises. With over 100 AI/ML experts, Aidetic has delivered 300+ production-grade solutions across industries. They specialize in Generative AI, Computer Vision, NLP, Machine Learning, and Business Intelligence. Focused on real-world deployment, Aidetic turns AI initiatives into scalable, revenue-driving applications.

My Role in Aidetic

As the only (fullstack) designer at Aidetic, I led all the design initiatives from ideation to implementation. I designed and built Aidetic’s main website end-to-end on Webflow in 2 weeks, shaping both the user experience and the visual creative direction to better align with the company’s evolving brand. I also led a complete rebrand of Aidetic’s identity, developing a more modern, scalable design system. I redesigned the company’s most critical marketing asset - their master pitch deck - ensuring it clearly communicated Aidetic’s expertise and value proposition to clients and investors. I also created several other design collateral for their digital and physical fronts (social media designs, ads and print media).

Creating Aidetic's new Website

Problem

The original Aidetic website had several user experience and visual language weaknesses, that hindered lead generation efforts from maximizing its potential:

Unclear and overwhelming content: Dense text blocks with little visual hierarchy made it hard for users to quickly scan and understand offerings.
Outdated visual identity: Generic visuals. A fully dark theme reduces readability and is less inviting to the average user, than a balance of light and dark colors.
Confusing user journey: Complex navigation pathways and lack of multiple, guided CTAs
Limited scalability: The site structure wasn’t built to accommodate expanding services, case studies, or industry-specific solutions. Lack of flexible CMS.

Solution

The new Aidetic website was redesigned to address these gaps:

Improved content hierarchy: Clear headings, scannable sections, and visual storytelling to quickly convey Aidetic's value proposition.
Modern, cohesive visual identity: A complete rebrand with a clean, minimal design language and more balanced, inviting colors.
Streamlined user journey: Minimal navigation and structured flows to guide users toward action. Repeated CTAs.
Future-ready scalability: A modular Webflow setup, with integrated CMS.

Before

After

Phase 1: User Research and Website Audit

Goal identification:

The primary goal was to clearly position Aidetic as a leading AI consulting company, while creating a more visually professional, easy-to-navigate, and conversion-driven website that better reflected their expertise.

Aligning with Stakeholders:

I directly collaborated with key stakeholders, including the CMO and VP of Growth, to align on the higher-level strategy for the website redesign.

We discussed the channels that fed into the lead generation funnel, of which the website was one of the most vital.
I was made aware of our competitors to ensure our redesign met the benchmarks set by them, but also outdid them.
Our target demographic was discussed. The primary targets would be CXO's, and tech/product leads. And the broader target would be small to medium businesses/enterprises.

The ultimate objective was obvious: drive lead generation and optimize for conversion. Every design decision - from information hierarchy to visual direction and user flow - was made with this goal in mind. By maintaining constant alignment with leadership throughout the project including one of our CEOs who led the business vertical, I was able to gain clarity on the choices I needed to make to rigorously align us towards growth.

User Personas:

Audience research identified two key personas: CxOs and founders at startups seeking fast, credible AI execution, and mid-sized enterprises needing strategic AI consulting. Both groups prioritized clear proof of success, straightforward communication, and results-driven messaging.
This meant easy access to proof points like case studies and client success stories that demonstrated real technical expertise.

These insights shaped the overall UX flow architecture, the content strategy and the design choices, ensuring the site resonated with real user needs and decision-making behaviors.

User Needs:

Understand Aidetic's expertise quickly: Users need a clear, immediate overview of Aidetic’s services and strengths.
Build trust in expertise: Users look for proof points like case studies, client success stories and previous client logos to validate Aidetic’s credibility.
Easily request consultation: Users want simple, obvious CTAs to quickly get in touch or book a consultation.

Phase 2: UX Flows

Information Architecture:

Old website:

Overwhelming complexity: Too many categories (Industries, Solutions, Company, Resources) created cognitive overload, making it harder for users to find key information quickly.
Redundant and maze-like navigation: Separate sections like "Finance", "Insurance", "Retail" under Industries and highly specific AI topics under Solutions added unnecessary layers, confusing users instead of leading them to clear actions or proof points.

New website:

Streamlined, user first navigation: Prioritizes what users care about most - success proof (case studies), credibility (About Us), and easy engagement (Contact CTAs) - without overwhelming them with technical details upfront.
Conversion-focused: "Book a Call" and "Contact Us" are now immediately visible, aligning with the primary business goal of lead generation.
Efficient CMS integration: "Success Stories" and "Blog" link directly to Medium, allowing the marketing team to easily publish and update content without managing a complex backend, keeping the site lightweight and maintenance-free.

Wireframing:

Due to tight timelines (the entire website needed to be redesigned, with finalized content and imagery, within just two weeks), the wireframing phase was skipped. With a clearly defined site architecture already in place, each page was directly conceptualized and built in Webflow for maximum efficiency.

Phase 3: Visual Design Language and Webflow Implementation

Visual Language Snippet:

The new Aidetic visual language embraces modern, minimal and accessible - to appeal to decision-makers in tech and enterprise environments. The color palette uses deep charcoal, and off- whites accented with electric blues, to create a sense of futurism, professionalism, and clarity. Minimalistic layouts with generous white space ensure the content feels digestible and user journeys remain frictionless.

Typography emphasizes hierarchy and aids quick scanning - critical for busy founders and executives.

Minimal, but playful illustrations supports storytelling around Aidetic’s AI expertise, while maintaining a sleek, no-fluff aesthetic.

Carefully curated Gen-AI imagery echoes an artificially intelligent, digital ecosystem. Using interwoven grids and nodes as visual metaphors for intelligent connections and data flow. This networked visual language weaves the entire brand identity together, making Aidetic feel like an architect of intelligence.

Technical and Creative Buildout on Webflow:

I implemented the entire website end-to-end in Webflow - from initial ideation to defining the visual branding and content layout strategy.

This included:

building the navigation bar from scratch with dropdown interactivity and turning it into a reusable component.
Correctly linking all pages, according to the new site map
Implementing all the interactive elements throughout the site pages such as hover states, on-scroll animations, looped marquee animations
Implemented a pop-up modal-based form for more effective lead capture
optimizing the entire website for multiple screens (mobile, tablet, desktop)

Beyond design, I had fun expanding my technical and marketing skillsets a bit:

Integrating Google Analytics to track website traffic metrics
Tweaking search engine optimization (SEO) settings through Webflow’s built-in tools to update Aidetic's search engine result titles and meta-descriptions.
I also experimented with DNS configurations to redirect our old domain to the new one, eventually collaborating with more technically specialized teammates to finalize the setup.

Breaking down my Design Choices:

Screenshot_6-3-2025_142956_www.aidetic.in.jpeg

Streamlined the navigation bar with a minimalist design and smoother hover/dropdown transitions through adjusted curves.

Emphasized the CTA with a vibrant blue button, featured across the site multiple times.

Incorporated a motion background of networks flowing like waves to align with our core visual language and enhance immediate appeal and engagement.

Implemented a looping marquee banner of Aidetic's top clients to immediately initiate trust and credibility for first-time visitors.

Created a section that immediately encourages you to explore Aidetic's most impactful work with previous clients with CTAs being highlighted in each card.

Used minimal illustrations for storytelling.

Added a section for blogs to showcase Aidetic's technical expertise and leadership in AI.

Curated very specific blog banners to support the content while echoing the motifs of interconnected nodes and systems.

Created a simple, section that highlights the range of solutions offered by Aidetic with minimal icons that hover upon mouse interaction.

Implemented a sliding carousel for customer testimonials.

Created a section to engage quality talent that may be browsing Aidetic's website for potential career opportunities.

Phase 4: Analyzing Impact

Project Impact:

Based on Google Analytics for Aidetic's website traffic, here's a quantified breakdown of the performance before and after the new site launch:

Key Periods Analyzed:

Before Redesign (Jan 11 – Jan 30)
After Redesign (Feb 28 – Mar 30)

Total Sessions Growth:

Before (Jan 11–30): 548 sessions
After (Mar 28–30): 1,242 sessions
Increase: 126.7% growth

Direct Traffic:

Before: 191 sessions
After: 761 sessions
Increase: 298.4% growth

Summary of Impact:

Following the launch of the redesigned website, Aidetic’s site saw:

More than double the overall session volume
Nearly 3x increase in direct traffic, suggesting improved brand recognition
or offline/word-of-mouth traction
Organic search traffic up by 34%, indicating better SEO or content clarity
Notable growth in referral and social channels as well

The impact was a result of the efforts of multiple people in the sales and marketing pipeline.

Aidetic

UX Research | UI Design on Webflow | Pitch Decks | Graphic Design (Digital & Print)

About Aidetic

My Role in Aidetic

Creating Aidetic's new Website

Problem

The original Aidetic website had several user experience and visual language weaknesses, that hindered lead generation efforts from maximizing its potential:

Unclear and overwhelming content: Dense text blocks with little visual hierarchy made it hard for users to quickly scan and understand offerings.

Outdated visual identity: Generic visuals. A fully dark theme reduces readability and is less inviting to the average user, than a balance of light and dark colors.

Confusing user journey: Complex navigation pathways and lack of multiple, guided CTAs

Limited scalability: The site structure wasn’t built to accommodate expanding services, case studies, or industry-specific solutions. Lack of flexible CMS.

Solution

The new Aidetic website was redesigned to address these gaps:

Improved content hierarchy: Clear headings, scannable sections, and visual storytelling to quickly convey Aidetic's value proposition.

Modern, cohesive visual identity: A complete rebrand with a clean, minimal design language and more balanced, inviting colors.

Streamlined user journey: Minimal navigation and structured flows to guide users toward action. Repeated CTAs.

Future-ready scalability: A modular Webflow setup, with integrated CMS.

Before

After

Phase 1: User Research and Website Audit

Goal identification:

The primary goal was to clearly position Aidetic as a leading AI consulting company, while creating a more visually professional, easy-to-navigate, and conversion-driven website that better reflected their expertise.

Aligning with Stakeholders:

I directly collaborated with key stakeholders, including the CMO and VP of Growth, to align on the higher-level strategy for the website redesign.

We discussed the channels that fed into the lead generation funnel, of which the website was one of the most vital.

I was made aware of our competitors to ensure our redesign met the benchmarks set by them, but also outdid them.

Our target demographic was discussed. The primary targets would be CXO's, and tech/product leads. And the broader target would be small to medium businesses/enterprises.

User Personas:

User Needs:

Understand Aidetic's expertise quickly: Users need a clear, immediate overview of Aidetic’s services and strengths.

Build trust in expertise: Users look for proof points like case studies, client success stories and previous client logos to validate Aidetic’s credibility.

Easily request consultation: Users want simple, obvious CTAs to quickly get in touch or book a consultation.

Phase 2: UX Flows

Information Architecture:

Old website:

Overwhelming complexity: Too many categories (Industries, Solutions, Company, Resources) created cognitive overload, making it harder for users to find key information quickly.

Redundant and maze-like navigation: Separate sections like "Finance", "Insurance", "Retail" under Industries and highly specific AI topics under Solutions added unnecessary layers, confusing users instead of leading them to clear actions or proof points.

New website:

Streamlined, user first navigation: Prioritizes what users care about most - success proof (case studies), credibility (About Us), and easy engagement (Contact CTAs) - without overwhelming them with technical details upfront.

Conversion-focused: "Book a Call" and "Contact Us" are now immediately visible, aligning with the primary business goal of lead generation.

Efficient CMS integration: "Success Stories" and "Blog" link directly to Medium, allowing the marketing team to easily publish and update content without managing a complex backend, keeping the site lightweight and maintenance-free.

Wireframing:

Phase 3: Visual Design Language and Webflow Implementation

Visual Language Snippet:

Technical and Creative Buildout on Webflow:

I implemented the entire website end-to-end in Webflow - from initial ideation to defining the visual branding and content layout strategy. This included:

building the navigation bar from scratch with dropdown interactivity and turning it into a reusable component.

Correctly linking all pages, according to the new site map

Implementing all the interactive elements throughout the site pages such as hover states, on-scroll animations, looped marquee animations

Implemented a pop-up modal-based form for more effective lead capture

optimizing the entire website for multiple screens (mobile, tablet, desktop)

Beyond design, I had fun expanding my technical and marketing skillsets a bit:

Integrating Google Analytics to track website traffic metrics

Tweaking search engine optimization (SEO) settings through Webflow’s built-in tools to update Aidetic's search engine result titles and meta-descriptions.

I also experimented with DNS configurations to redirect our old domain to the new one, eventually collaborating with more technically specialized teammates to finalize the setup.

Breaking down my Design Choices:

Streamlined the navigation bar with a minimalist design and smoother hover/dropdown transitions through adjusted curves. Emphasized the CTA with a vibrant blue button, featured across the site multiple times.

Incorporated a motion background of networks flowing like waves to align with our core visual language and enhance immediate appeal and engagement.

Implemented a looping marquee banner of Aidetic's top clients to immediately initiate trust and credibility for first-time visitors.

Created a section that immediately encourages you to explore Aidetic's most impactful work with previous clients with CTAs being highlighted in each card. Used minimal illustrations for storytelling.

Added a section for blogs to showcase Aidetic's technical expertise and leadership in AI. Curated very specific blog banners to support the content while echoing the motifs of interconnected nodes and systems.

Created a simple, section that highlights the range of solutions offered by Aidetic with minimal icons that hover upon mouse interaction.

Implemented a sliding carousel for customer testimonials.

Created a section to engage quality talent that may be browsing Aidetic's website for potential career opportunities.

Phase 4: Analyzing Impact

Project Impact:

Based on Google Analytics for Aidetic's website traffic, here's a quantified breakdown of the performance before and after the new site launch:

Key Periods Analyzed:

Before Redesign (Jan 11 – Jan 30)

After Redesign (Feb 28 – Mar 30)

Total Sessions Growth:

Before (Jan 11–30): 548 sessions

After (Mar 28–30): 1,242 sessions

Increase: 126.7% growth

Direct Traffic:

Before: 191 sessions

After: 761 sessions

Increase: 298.4% growth

Summary of Impact: Following the launch of the redesigned website, Aidetic’s site saw:

More than double the overall session volume

I implemented the entire website end-to-end in Webflow - from initial ideation to defining the visual branding and content layout strategy.

This included:

Streamlined the navigation bar with a minimalist design and smoother hover/dropdown transitions through adjusted curves.

Emphasized the CTA with a vibrant blue button, featured across the site multiple times.

Created a section that immediately encourages you to explore Aidetic's most impactful work with previous clients with CTAs being highlighted in each card.

Used minimal illustrations for storytelling.

Added a section for blogs to showcase Aidetic's technical expertise and leadership in AI.

Curated very specific blog banners to support the content while echoing the motifs of interconnected nodes and systems.

Summary of Impact:

Following the launch of the redesigned website, Aidetic’s site saw:

Nearly 3x increase in direct traffic, suggesting improved brand recognition
or offline/word-of-mouth traction