AI-First UX Strategy: SaaS Marketing Website

Project Overview

The product is an AI-native, AWS-based SaaS suite that empowers enterprises to unify data pipelines and democratize analytics. I led the UX strategy, research, and design of the marketing website—the primary channel for educating prospects and driving conversions for two flagship products:

- Data Platform (for technical data teams and engineers)

- Business Insights Hub (for business analysts and non-technical users)

Goal:

1. Create a high-performing, trust-building B2B SaaS marketing website that:

2. Clearly differentiates the product in a crowded analytics space,

3. Tailors journeys to technical and business audiences, and

4. Experimentally leveraged AI to test workflows that could be applied across other parts of the organization.

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Role & Responsibilities

- Led the marketing website UX strategy from concept through handoff.

- Facilitated Value Proposition Canvas (VPC) workshops for each product vertical to clarify positioning.

- Used Perplexity AI to synthesize and extend VPC insights with market research.

- Conducted AI-accelerated competitive analysis targeting messaging, visual direction, and white space in positioning.

- Developed content strategy, sitemap, page structure, and copy with the assistance of AI tools.

- Designed visual direction, modular UI components, and interactive prototypes using Figma Make with AI-generated prompts.

- Validated designs and content with stakeholders and SMEs to ensure alignment with GTM and technical requirements.

- Positioned the AI-driven research-to-design workflow as a pilot scalable process for other teams across the organization.

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Process

1. Discovery & Research

- Conducted cross-functional workshops using the Value Proposition Canvas framework to map pains, gains, and jobs for each product vertical.

- Employed Perplexity AI to synthesize workshop outputs, augment VPCs with external industry research, and identify gaps and opportunities.

- Leveraged Perplexity to accelerate competitive analysis, examining messaging strategies and visual design trends across the market.

- Defined competitive positioning white space to establish a clear, differentiated content strategy.

2. Content & Information Architecture

- Translated VPCs and competitive research insights into a strategic content framework for the website.

- Used Perplexity AI to evolve the content strategy into a detailed sitemap and page structure optimized for distinct user journeys: a technical, demo-led path and a business user self-service trial path.

- Generated draft website copy using ChatGPT informed by the content strategy.

- Collaborated with stakeholders and SMEs to validate and refine messaging, ensuring comprehensiveness and accuracy.

3. Visual & Interaction Design

- Integrated sitemap, page structure, and AI-generated copy into Figma Make using ChatGPT-created prompts to produce initial design concepts and layouts.

- Maintained brand consistency by incorporating existing color palettes, logos, and the design system within Figma Make.

- Developed a modern visual identity featuring a distinctive deep magenta, teal, and coral palette, breaking away from typical “blue” enterprise SaaS aesthetics.

- Designed modular UI components and interaction patterns, embedding accessibility and responsiveness for desktop, tablet, and mobile users.

4. Validation

- Built interactive prototypes simulating end-to-end marketing website flows.

- Conducted validation sessions with stakeholders, SMEs, business analysts, and data engineers to test navigation, content clarity, and CTA effectiveness.

- Incorporated feedback to optimize trial sign-up and demo request journeys, reducing friction while addressing different user needs.

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Outcome & Impact

- Delivered a conversion-optimized marketing website featuring two clearly defined pathways:

1) A self-service, trial funnel for business analysts.

2) A demo-led, high-touch funnel for technical buyers.

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- Created a differentiated website consistent with existing design system components, and with transparency-driven messaging emphasizing technical depth, architecture, and compliance.

- Established an AI-assisted, end-to-end research-to-design workflow as a pilot for scaling design operations across the organizasa, demonstrating how generative AI can accelerate and standardize processes company-wide.

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Key Learnings

- Framework rigour using the Value Proposition Canvas combined with AI acceleration delivers both strategic alignment and rapid execution.

- AI tools such as Perplexity and ChatGPT effectively augment every phase of design—from research through copywriting to layout prototyping—though human leadership remains essential.

- Designing dual audience journeys requires careful UX partitioning, balancing technical rigor with approachable trial experiences.

- Transparency and founder narrative can successfully replace traditional social proof in early-stage SaaS marketing.

- AI-powered workflows hold strong potential for scaling design ops and cross-functional collaboration within organizations.

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Tools

- Perplexity AI: Competitive analysis, VPC synthesis, positioning white space discovery, sitemap development

- ChatGPT: Copy generation, design prompt creation

- Figma Make: AI-assisted design, prototyping, visual system development

- Miro: VPC workshops and collaboration

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Published website: https://relax-minus-49353180.figma.site

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Want to hear more? Connect with me on LinkedIn!