AI Eesti

A service that is hard to explain#

AI Eesti helps companies adopt artificial intelligence - mapping the opportunities, training the team and building the solutions. The difficulty is that this description fits ten different companies and tells the reader nothing about what they will be doing on Monday.

The challenge#

Marketing for AI services tends towards two extremes: too abstract to grasp, or too technical for a decision-maker to read. The job of the design was to hold the middle - concrete, but not technical.

The solution#

The spine of the site is a three-step journey: map, build, embed. That gives the reader a model everything else attaches to, and turns an abstract service into something with a beginning and an end.

The home page opens on the reader's problem rather than the name of the service. Every page carries one clear next step - book a call - and it repeats, because the decision can form anywhere.

Design that can be handed over#

The work was handed to the client's development team, which meant the design had to be a system rather than pictures: components, states and rules to build from, including the views the designer never drew.

What changed#

• The service has a shape - three steps you can remember.
• The design outlives the designer - as a system, not a set of mockups.