I led the full product and website redesign over two years, from designing the core transcript editor and developer API console to designing and building the marketing website from scratch, using Webflow.

As a solo product designer throughout the whole duration of the project, I have closely collaborated with engineering and marketing.

This project was a freelance partnership.

Vatis Tech built AI transcription that matched human accuracy in Romanian, Bulgarian, and other underserved languages. But the developer-built interface overwhelmed new users, enterprise clients couldn’t access advanced features, and the website converted at just 1%.

Despite superior tech, they were losing to consumer-friendly competitors like Otter.ai and Rev. To make it harder, we had to redesign with zero downtime.

I started with data analysis of where users struggled. The analytics revealed shocking drop-offs: users dropped off after file uploads, most never returned after first transcription, and average time to first successful transcription was measured in minutes, not seconds.

The interface exposed every possible parameter the AI could handle, overwhelming users who just needed accurate text. Enterprise users complained it looked like it was built by developers for developers. Which it was.

I analyzed the entire competitive landscape to understand what users expected.

Rev kept it dead simple but offered limited features and no data privacy. Otter.ai had great UX but weak support for non-English languages. Descript was powerful but overwhelming, focused more on editing than transcription. Assembly AI was purely developer-focused with no UI for business users.

The average user doesn't care about AI technology, they care about getting accurate transcripts quickly in their language. If you can integrate AI without it feeling overwhelming, you've got a winning formula.

Instead of hiding complexity or dumbing down the product, we worked on developing ways to reveal it progressively based on user maturity.

The solution was the Workspace Concept: Personal workspace with just a couple settings and smart defaults alongside sample files, Developer Dashboard with full API access, visual configuration, and advanced testing tools, as well as an Enterprise workspace with custom workflows, SSO, and compliance tools.

The biggest challenge was redesigning while keeping enterprise clients happy. We couldn't just flip a switch.

We've developed a dual-track approach: Track 1 maintained the current platform and fixed critical bugs, Track 2 built the new experience behind feature flags, with gradual migration supported by the customer success team and a one-click fallback to the classic interface for anyone who needed it.

The transformation was dramatic. Users can nou upload audio without an account, and AI auto-detected language with simple overrides. Time to first transcript dropped from 12 minutes to under 60 seconds.

Smart defaults now adapt to usage, remember preferences, and recommend optimal settings with confidence levels for transparency.

Creating cohesive experience across all touchpoints was crucial for building trust. The marketing website built in Webflow sets the expectations. The web application in React delivers on those promises. Developer API documentation speaks the same visual language.

Using Webflow, I built Vatis Tech’s global web presence to scale across 40+ language markets. The site spans 10,000+ pages with a CMS-driven, programmatic SEO strategy covering language pairs, industries, and use cases, reinforced by trust signals like security badges and case studies.

Results: 3x organic traffic growth in one year, hundreds of page-1 rankings, and 65% of new accounts now coming from organic search compared to nearly 0% two years earlier.

The three-click promise became our north star. No matter how complex your needs, you're three clicks from results: Drop file or start recording, confirm settings or use smart defaults, get transcript.

For power users and developers who need advanced features, API Playground is available. With custom AI instructions, speaker identification, confidence thresholds, formatting rules, webhook integrations, batch processing, and more. The key was making these features discoverable without overwhelming new users.

This project reinforced my belief that great design makes complex technology feel simple. The challenge wasn't simplifying Vatis Tech's AI. It was revealing its power progressively, letting users discover advanced features as they grow.

Progressive disclosure beats feature hiding. Show users what they need when they need it. Smart defaults eliminate 80% of user decisions, making complex tools accessible to everyone. Showing confidence levels, not hiding complexity, builds trust with users. Localization is more than translation: it's about understanding local needs and expectations.

Finally, the website is often the first product experience and should be designed with the same care as the app itself.