Rootflo website redesign

Rootflo website redesign

Rootflo website redesign

From concept to live experience

From concept to live experience

From concept to live experience

Overview

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

Rootflo, an AI SaaS company, needed a refreshed digital presence to clearly communicate its AI-powered solutions

My role

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Lead designer
(UI/UX, Visual Design, and Webflow Development)

Problem statement

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The existing Rootflo website did not fully reflect the company’s objectives and felt outdated

The branding was not consistent

The branding was not consistent

The branding was not consistent

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

Fragmented messaging, limited visuals, and no clear way to explain complex AI offerings

Storyboarding

Goals:

Make AI agents accessible + human-centered

Empower teams with real-time intelligence

Goals:

Make AI agents accessible + human-centered

Empower teams with real-time intelligence

Our focus is on BSFI


More focus on Middleware aspect - makes us stand out

Our focus is on BSFI


More focus on Middleware aspect - makes us stand out

Our focus is on BSFI


More focus on Middleware aspect - makes us stand out

Agentic AI is a relatively new concept to BSFI stakeholders


Need clarity + trust

Agentic AI is a relatively new concept to BSFI stakeholders


Need clarity + trust

Highlight on the solution

"AI Middleware for BSFI"

Highlight on the solution

"AI Middleware for BSFI"

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.

We began by mapping the company’s narrative — what Rootflo does, its mission, and its product ecosystem.
This also meant taking a step back to understand the market we're targeting, what we're trying to solve and how we plan to do it.

We studied the existing competitors to understand how we stand out - and how to represent that in the website.

This became the backbone for the content strategy. Using storyboarding techniques, I structured the homepage and sub-pages to lead visitors from what we do to how we do it.