Auditing the old website

• Look and feel: a very corporate website - we are an AI company. It needed to feel young, safe, smooth and lively, for people from tech.
• CTAs didn't stand out - the orange “Start free trial” looked dull and unrelated to the API.
• Too much information under one heading; all the APIs needed grouping.
• Bugs: tags that looked clickable but weren't.
• No quick help - no chatbot or FAQ on the API pages.

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What it needed to be

The old version's issues: look and feel, functionality bugs, flow, missing marketing content, and it didn't look secure. What the team and users wanted:

• Cool
• Smooth
• Secured
• Easy
• Informative

• To go global, and look lively, cool and attractive - in dark mode.
• A smooth experience with no navigation confusion, and the easiest way to try and use an API.
• To show scalability and efficiency.
• Designed around the funnel: acquisition (traffic → lead), activation (tried at least 1 API), engagement, revenue (buys credits) and retention.

Ver. 2: design decisions

My very first project at Arya.ai as a Sr. designer - as the only designer.

• Dark theme. Dark blue gradients with vibrant green and teal text, for the AI techy audience.
• Tested, not assumed. I asked 10 developers (20–30) and 6 PMs and sales people (30–40) about dark vs light: they found dark with cool gradients and smooth motion more engaging - and with huge text, not a readability problem.
• Raleway after secondary research and iterations - it suits huge headings with little text.
• Rounded, lively details: rounded cards and buttons, gradient card strokes, typing keywords, cards lifting on hover.
• Longer, but in order. Valuable content in a better order, with smooth transitions so it doesn't feel long - as 7/10 users said.
• Light where it matters. The API hub stays light - it's a text-heavy page where users make decisions.

A year later: ver. 3

Ver. 2 went quite well compared to ver. 1. A year later, marketing wanted a revamp - new structure, content and UI, keeping the dark, lively feel - and a move to Webflow for performance. Arya APPS was also being rebranded as Horizon AI (Apex, Nexus and Fusion).

• The problem: Arya.ai is used by leading financial institutions, but its unclear positioning made it look like a niche solution.
• The goal: clearer messaging, and Arya.ai as a leader in AI-powered automation.
• My part: with external designers on the visuals, I made all the design components.

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The result

• 80%Conversion rate - sign up and contact, from better CTA placement
• 60%Average scroll depth - users explore, especially tech use cases
• ~8 secsTime to first interaction

The final website