Location
Amsterdam
Year
2025
Sidekick—Selling solutions, not AI
Most AI companies lead with technology. We flipped the script for Sidekick—making the solution the hero, not the AI behind it.
Before sketching anything, we solved a fundamental problem: how do you sell AI without scaring people away? Our approach was simple—focus on what users actually want, not the technology behind it.
We mapped the user journey around benefits, not features, then wireframed flows that made complex AI feel like a simple, obvious choice.
Making AI feel approachable
With the strategy and structure locked in, we brought the solution-first approach to life visually. The challenge was making AI feel approachable without losing its innovative edge—we needed to build trust while maintaining technological credibility.
We chose colors and typography that felt friendly yet sophisticated, balancing accessibility with the cutting-edge nature of AI. The final result showcases a platform that's both advanced and approachable—converting skeptics by leading with benefits while still celebrating the technology that makes it possible.
Why benefits always win over features
This concept project demonstrates a fundamental truth about effective marketing: people don't buy products, they buy better outcomes. By leading with benefits instead of features, we created a design that would build trust and drive action rather than confusion.
The same principle applies to every startup website, whether you're selling AI, SaaS, or any complex solution. Your visitors don't care about your technology—they care about how you'll solve their problems.
Most startups get this backwards, leading with features and hoping benefits become obvious. We flip that script, starting with what matters most to your customers and building everything around that insight. Ready to apply this approach to your website?
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