I've had the pleasure of working with the Fluent team before, this time, they wanted to redesign their Framer website to reflect their brand as an established tech company from a very successful growth period.

So I approached the project like I would any website. An open discussion on goals, market and competitors. Applying strategy from the very beginning as we move into the design phase to ensure the end result is a website they are proud of, but that will also assist them with their growth strategy.

Fluent had gone through a few design changes since launch. Their first website was what you'd expect of any fast growing tech company, it was lean, but didn't offer much character or depth for the brand. This is particularly common in the AI sector and I didn’t want another site that was positioned as an “AI Startup” but instead something which aligns with their growth and evokes trust, established and proven.

They were already familiar with Framer, however, with the recent Framer updates around analytics, A/B testing and conversion tracking, they were keen to explore these features as part of their launch strategy. Aside from ensuring the site stayed performant with the Rive animations I had planned, there was also a need to develop of a custom Framer component to upload documents and pass them to their HubSpot CRM when customers booked a demo.

Working closely with Rob the Founder, I came up with an initial concept for the site homepage, which honestly, did not hit the mark. It fell short of Robs vision for Fluent and that's okay, because I like to work iteratively with people and it's not always easy to understand someones vision.

I reworked the concept and within a day we were back on track with a concept we both felt was ticking the boxes around the brand and user experience.

Next I developed a series of storyboards for the creation of the Rive animations. These were then dropped into the scroll effect 'How Fluent Works' section on the homepage.

The internal page designs were a mix of simple layouts based on the previous website with the introduction of new sections, all based on the updated brand design. I completed the build with a custom Framer code component that would allow users to submit decks to Fluent via an upload form that synced a booking time, date and file with HubSpot.

Certainly not the easiest of projects to get right. It was a balance to creativity and function while making sure at it's core, it would deliver a new platform to help with the future growth of this amazing company.

It shows character, warm and personality unlike many brand in this sector, but more importantly, it shows how Fluent help their customers deliver value, which will make this site a valuable asset for them.