Telling the Story of AI Through Bold Design
CLIENT
Xtalipi
COLLABORATION WITH
Wizardly
Art Director, Project Lead
ROLES
2025
YEAR
What We Were Solving
XtaliPi, an AI-driven materials discovery company, needed a website that would stand out from typical biotech industry standards. They were open to bold approaches that would reflect their innovative work in advanced materials research and modeling.
Their existing website had several key issues: it didn't effectively guide users through their journey, content felt cluttered and randomly placed, and it wasn't clearly communicating what their products actually did. They also needed a redesign that could better showcase their current offerings while creating a scalable structure for their growing product lineup. The challenge was creating a site that felt fresh and energetic while solving these fundamental usability and communication problems.
How I Approached ItWorking as part of the Wizardly team, I collaborated with the Creative Director to establish the overall visual direction for the project. We decided to pursue an editorial approach for the design, which pushed me outside my comfort zone but gave me an opportunity to experiment and grow as a designer.
Design & Animation
From there, I took the lead on web design, animation direction, and preparing assets for developer handoff. I led the creation of over 10 desktop pages plus mobile responsive designs, incorporating motion design throughout the site using Lottie Labs to prototype and deliver lightweight animations. I also designed custom interactive graphs and charts that made XtaliPi's complex work more digestible.
A key part of the design was creating a scalable system for their growing product line. To help their products stand out and be easily distinguishable, I assigned unique colors to each product. Users were introduced to this color coordination on the home page and in the mega menu, and as they navigated through the site, the colors would appear as the primary color depending on which product they were exploring.
Copy & User Flow
A major part of my role involved content strategy. The client provided initial copy that was often unfinished or not written for the layouts we were building, so I had to rework their content for clarity and align it with each page's story.
I designed intuitive user flows by ending each page with relevant call-to-actions and adding other necessary elements to guide users through their journey.
How It Turned Out
