Impulse AI Website Redesign — Communicating Complex AI Simply
Overview
Impulse AI builds advanced AI-driven tools for data and research workflows. The company approached me to redesign their marketing website to better reflect their evolving product vision and appeal to enterprise customers.
Visit the live site here.
The Problem
The existing site was functional but lacked clarity, visual hierarchy, and consistency. Messaging was overly technical, making it difficult for visitors to quickly understand the product’s value. The design also didn’t reflect the innovation and sophistication of the product itself.
The Goal
Improve clarity of product value and messaging
Create a modern, scalable design that reflects brand credibility
Establish a foundation for consistency across marketing and product experiences
Optimize usability and hierarchy to support conversion and discoverability
My Role
Solo designer collaborating directly with founder
Responsible for UX/UI, visual design, and design system foundations
Delivered high-fidelity designs and responsive layouts
The Process
Discovery & Audit – Reviewed the existing site, competitor websites, and product documentation to identify gaps in clarity and hierarchy.
Wireframing – Explored layouts to simplify messaging and guide users through product storytelling.
Visual Design – Created a clean, modern interface with a bold but minimal visual identity, improving readability and flow.
Design System – Developed reusable components to unify the website and set the stage for future product design consistency.
The Outcome
A redesigned website that clearly communicates Impulse AI’s value to enterprise customers
Improved hierarchy and storytelling, reducing cognitive load for new visitors
A scalable design system to support future growth and consistency across web and product
