TabAI • December 2025
Marketing Site & Growth Surfaces
ROLE
Design Engineer &
Marketing Lead
TIMELINE
December 2025
(2 Weeks)
TOOLS
Figma
Jitter
Cursor
Claude AI
SKILLS
UI/UX Design
Animation
Content Writing
Vibe Coding
Initial Brief
Increasing conversion through high-value content that resonates with complex finance professionals.
TabAI is an AI-powered Excel agent built for FP&A teams, accounting teams, private equity analysts, commercial real estate lenders, and professionals who rely on spreadsheets for underwriting, financial modeling, and portfolio management.
The existing marketing site was designed for a broader audience, when TabAI was positioned as a general-purpose Excel AI agent. As the product evolved to serve a niche sector with specific workflows and pain points, the site no longer reflected who we were building for. As a result, the marketing site wasn't converting. Users landed, skimmed past dense feature descriptions, and left. My goal was to reimagine the information architecture, creating content that builds trust quickly and clearly communicates how TabAI fits into their existing workflows.
The Problem
How might we help users understand our value before they scroll away?
The site spoke to "finance professionals" broadly, but our ICP has specific pain points and workflows. Generic language like "AI-powered automation" didn't connect. Users needed to see themselves in the product, instantly.
Project 01 • Product UI Animations
Showing workflows instead of describing them
Previously, the features section relied on static images with broad terminology. It was information-dense but lacked context and users scrolled past without engaging. This project evolved across two sprints as our understanding of our ICP sharpened.
Sprint 1. The website needed a fast solution. We didn't yet have full clarity on our core audience, but I knew the existing section wasn't resonating. I designed static graphics depicting relatable scenarios. This was a step toward being more ICP-driven without requiring significant dev time. It was a pragmatic first move: ship something better while we continued learning.
Sprint 2. As we refined our ICP week over week, the goal shifted from awareness to retention. I worked on gathering feedback from industry experts and web analytics and ultimately decided to redesigned the section with animations demonstrating actual use cases: a rent roll extracted and populated into an underwriting model, a draw request processed and reconciled against a budget. Each animation shows the workflow in context, with familiar financial documents and outputs.
I replaced generic language with industry-specific terminology (rent rolls, draw requests, operating statements) to signal relevance to our ICP. I led with time saved as the primary metric, because that's the outcome our audience cares most about. And I used motion to make abstract capabilities tangible: instead of describing what TabAI can do, we showed it happening.
OLD SITE
SPRINT 1
SPRINT 1
Project 02 • Case Study Page Redesign
Structuring content around how decision-makers actually evaluate tools
Before, our case studies were long-form narratives. The information was valuable but buried. Key metrics and client context required reading through several paragraphs. There was no clear hierarchy for different reader types.
I restructured the page around how our target audience actually evaluates solutions. Decision-makers (think directors, VPs, partners) want to quickly assess two things: Is this relevant to my firm? And does it actually deliver results?
The new design puts client name and industry at the top for immediate relevance filtering. Impact metrics like time saved and turnaround improvements sit front and center. I added a scrollable table of contents to respect readers' time, and included an implementation FAQ at the bottom addressing common concerns around onboarding and integration.
BEFORE
AFTER
The hierarchy now serves both skimmers doing initial evaluation and deeper readers conducting due diligence.
Results
The redesigned pages contributed to 34% longer average sessions and a 400% increase in conversion rate to book a demo with us. Users were staying, reading, and engaging with the content instead of bouncing. Demo bookings increased. User testing and web analytics validated that the new information architecture was significantly easier to navigate, and feedback indicated that the product capabilities resonated more clearly. The workflows and terminology felt familiar and specific to our target audience's context.
Takeaways
I added web design to my toolkit. Coming from a marketing background with UX research skills, this project pushed me to think holistically about how content, layout, and interaction work together. I practiced writing copy tailored to a specific audience, designed the flow of landing pages with intentional layout order, and considered how scroll interactions guide attention.
Most importantly, I learned what matters to this audience and practiced the decisiveness to hide what doesn't. Not everything needs to be shown, especially on a homepage where you’re working with limited space and competing for attention.
I learned to design for B2B skepticism. Enterprise buyers are risk-averse. They're not just evaluating features, they're evaluating whether you'll create problems for their team. This project taught me what earns trust: social proof (who else is using this), specificity (do you actually understand my workflows), and friction reduction (clear answers to implementation concerns). The case study redesign was really an exercise in anticipating doubt and addressing it before it becomes a reason to leave.
I developed a deeper appreciation for motion design. Animation is a powerful tool for communicating process, especially for complex workflows that are hard to explain in static form. I want to keep building here.
I learned to vibe code. Integrating AI tools (Claude, Cursor) into my workflow shortened the iteration loop between design and implementation. It reshaped how I think about the overlap between design and development.
Reflection
Designing for an unfamiliar industry, especially one with its own technical language, workflows, and values, is harder than it seemed. I spent a lot of time feeling like I was catching up, learning what matters to this audience and why, and trying to translate that understanding into decisions that actually resonated.
But I grew a lot through this project. It asked me to be a problem solver, to have patience for small iterations, and to keep branding consistent even when moving fast. Wearing multiple hats — designer, developer, content writer — taught me to stay open to opportunities that scale and keep honest about limitations I needed to work around.
I'm proud of what we shipped, and I'm excited to keep building on what I learned here.
Huge thank you to Andrew and Iris for trusting me with their baby — letting me learn, experiment, and grow alongside TabAI as their content marketer while pushing my own career forward as a designer. Startups are a wild ride, and I'm grateful I got to be part of this one. 🚀
Designed with 🪄⋆｡ °✩ and 🍵 by Iris.