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Designing the Wellows Web App From the Ground Up

Designing the Wellows Web App From the Ground Up

Wellows, an AI marketing automation platform, partnered with Ideate Innovation to build a cutting-edge brand identity and digital experience.

Wellows, an AI marketing automation platform, partnered with Ideate Innovation to build a cutting-edge brand identity and digital experience.

  • Client

    Wellows

    Industry

    AI

  • Location

    UAE

    Budget

    $90,000

  • Services offered

    Brand Identity System Product and UX Design Competitor Audit and User Research Design Systems

  • Client

    Wellows

    Industry

    AI

  • Location

    UAE

    Budget

    $90,000

  • Services offered

    Brand Identity System Product and UX Design Competitor Audit and User Research Design Systems

The Challenge

Wellows began as a keyword research tool, then added content creation and content updates. As AI changed how people look for information, being mentioned in AI answers started to matter more than ranking for keywords, and the team pivoted again. The new product would show brands how visible they are across large language models. When we joined, there was a blueprint and nothing else. No name, no product, no interface. This was a new product and not a redesign, and it was entering a crowded AI space where competitors were already live. The product itself was also hard to explain. A single check involves a website, its competitors, a set of topics and multiple queries, run across several AI models. The app had to let a marketer follow all of that without effort, and it had to be designed from nothing.

The Challenge

Wellows began as a keyword research tool, then added content creation and content updates. As AI changed how people look for information, being mentioned in AI answers started to matter more than ranking for keywords, and the team pivoted again. The new product would show brands how visible they are across large language models. When we joined, there was a blueprint and nothing else. No name, no product, no interface. This was a new product and not a redesign, and it was entering a crowded AI space where competitors were already live. The product itself was also hard to explain. A single check involves a website, its competitors, a set of topics and multiple queries, run across several AI models. The app had to let a marketer follow all of that without effort, and it had to be designed from nothing.

The Work

Clients feedback

Ideate took Wellows from a blueprint to a clear, thoughtful product experience. They made a complex process of tracking visibility across AI models, easy to follow, while building the brand and design system alongside the app.

The Work

Clients feedback

Ideate took Wellows from a blueprint to a clear, thoughtful product experience. They made a complex process of tracking visibility across AI models, easy to follow, while building the brand and design system alongside the app.

Auditing Competitors and Speaking to Users

We started with the market. We took paid accounts on several existing tools and used them, looking at their features and at how each one approached design. This wasn’t a deep breakdown of each product. It gave us a clear picture of what was available and how it worked. We also held user research calls to understand what people in this space expected from a tool like this. The audit and the calls shaped the direction for the product first, and the brand after.

Designing the Web App From the Ground Up

Most of our work was on the app itself. We designed the experience from onboarding to results. The user starts by entering their website. The platform then finds their competitors automatically and generates topics for their industry. Each topic produces five queries, and these run across the major large language models, including ChatGPT and Perplexity. The results are collected in a dashboard.

The design job was to make that sequence easy to follow. We worked out each step of the flow, what the user needed to see and decide at that point, and how to present a lot of results without overwhelming them. We designed the screens and the components behind them, so the product could grow as new features were added.

Brand Identity and Website

Since there was no existing identity, we created the Wellows brand system alongside the product. It includes the symbol and wordmark, a blue colour palette with contrast ratios checked against WCAG standards, a three-typeface system and guidelines for imagery, layout and tone of voice. We aimed for a look that felt focused, fast and minimal, to suit a product that simplifies a complex workflow.

Once the app was built, we designed and built the Wellows website in parallel. The Wellows team wrote their own messaging and website copy.

Auditing Competitors and Speaking to Users

We started with the market. We took paid accounts on several existing tools and used them, looking at their features and at how each one approached design. This wasn’t a deep breakdown of each product. It gave us a clear picture of what was available and how it worked. We also held user research calls to understand what people in this space expected from a tool like this. The audit and the calls shaped the direction for the product first, and the brand after.

Designing the Web App From the Ground Up

Most of our work was on the app itself. We designed the experience from onboarding to results. The user starts by entering their website. The platform then finds their competitors automatically and generates topics for their industry. Each topic produces five queries, and these run across the major large language models, including ChatGPT and Perplexity. The results are collected in a dashboard.

The design job was to make that sequence easy to follow. We worked out each step of the flow, what the user needed to see and decide at that point, and how to present a lot of results without overwhelming them. We designed the screens and the components behind them, so the product could grow as new features were added.

Brand Identity and Website

Since there was no existing identity, we created the Wellows brand system alongside the product. It includes the symbol and wordmark, a blue colour palette with contrast ratios checked against WCAG standards, a three-typeface system and guidelines for imagery, layout and tone of voice. We aimed for a look that felt focused, fast and minimal, to suit a product that simplifies a complex workflow.

Once the app was built, we designed and built the Wellows website in parallel. The Wellows team wrote their own messaging and website copy.

The Outcome

The Outcome

Wellows launched with a web app that was designed from scratch, along with its brand and website. After launch, user feedback was positive, and it stayed that way as new features were added. The product is still running. The Wellows team has since refreshed the brand and changed the overall theme, but many of the core components we built are still in use in the app, with an updated look and feel.

Wellows launched with a web app that was designed from scratch, along with its brand and website. After launch, user feedback was positive, and it stayed that way as new features were added. The product is still running. The Wellows team has since refreshed the brand and changed the overall theme, but many of the core components we built are still in use in the app, with an updated look and feel.