Development of WHEN / AI Decision Tool
Fareed Kilani
WHEN / AI
The AI landscape, organized around decisions.
WHEN / AI is an independent decision product that helps people compare important AI products and models, understand when to use each one and choose the right fit for their goals, budget and workflow.
It is not a leaderboard, marketplace or affiliate directory. It is designed to answer a more useful question:
What should I use for this?
Role
Product strategy, UX, interaction design, visual system and development
Platform
Responsive web application
Project type
Independent product
Core experience
Discovery, recommendations, comparison and workflow planning
Why I built it
Finding AI products is easy. Choosing one is not.
The AI landscape changes constantly. New models launch, existing products add overlapping capabilities and the same service can be excellent for one workflow but completely wrong for another.
Most directories respond by adding more cards, categories and rankings. That makes the landscape larger without making the decision clearer.
I wanted to create something that did not ask people to understand the entire AI industry before receiving a useful answer.
From directory to decision product
The earliest version of WHEN / AI was a visual catalogue of AI products and models.
It made exploration easier, but it still placed the burden on the user. Someone could browse dozens of options and leave without knowing what to choose.
The product changed when the organizing principle shifted from what exists to when it is useful.
Products are now treated as candidates for a specific goal. The interface helps users describe what they are trying to accomplish, narrow the field and understand the tradeoffs behind each option.
Compare for the situation, not the ranking
Traditional rankings imply that one product is simply better than another. AI products rarely work that way.
WHEN / AI frames comparison around fit: the user’s intended task, preferred workflow, budget and level of control.
Options can be saved and compared directly, allowing users to understand meaningful differences without reducing every product to a single score.
The result
A working system for navigating AI choices.
WHEN / AI evolved into a responsive product with:
Natural-language goal input
Intent-based discovery
Separate product and model catalogues
Filtering and sorting
Contextual Decision Peeks
Focus Lens evaluations
Guided recommendations
Saved candidates
Direct comparison
Model-family relationships
Workflow planning through Plan My Build
The project demonstrates how a familiar format can become more useful when the information architecture is rebuilt around the decision someone is actually trying to make.
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Posted Jul 31, 2026
Developed WHEN / AI, a decision-making tool for AI product selection.
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