The Setup
Wiser AI is an NYC-based startup building AI agents for revenue teams — meeting notes, CRM updates, email drafts, account intelligence, all handled by AI so sellers can focus on selling. Backed by Abstract Ventures (the fund behind xAI, SpaceX, Polymarket, Solana, Clay, Replit). Not a small operation.
When they came to us, they'd recently had their website redesigned by another company. And honestly? That design was good. Polished, clean, well-executed.
Just not right for Wiser.
This is a subtlety that most people miss about design: a "good design" that doesn't fit your company is worse than an average one that does. Because a misaligned design actively confuses your audience about who you are.
The Setup
Wiser AI is an NYC-based startup building AI agents for revenue teams — meeting notes, CRM updates, email drafts, account intelligence, all handled by AI so sellers can focus on selling. Backed by Abstract Ventures (the fund behind xAI, SpaceX, Polymarket, Solana, Clay, Replit). Not a small operation.
When they came to us, they'd recently had their website redesigned by another company. And honestly? That design was good. Polished, clean, well-executed.
Just not right for Wiser.
This is a subtlety that most people miss about design: a "good design" that doesn't fit your company is worse than an average one that does. Because a misaligned design actively confuses your audience about who you are.
The Website
We took over and went back to fundamentals. Not back to wireframes — back to thinking.
Wiser is a demo-led company. No self-serve signups (at the time). That changes everything about how you design a website. You're not optimizing for a signup button — you're optimizing for trust, curiosity, and the willingness to book a call. Completely different psychology. Completely different design decisions.
We brainstormed with the Wiser team extensively. Discussed their positioning, their ICP, the objections that lived in potential users' heads. And then we did something that most agencies won't: we built trust into the fabric of the entire site, not just the testimonial section.
Most websites dump social proof in one place — a "What Our Customers Say" section that nobody scrolls to. We took a different approach. We identified the specific objections a potential user would have at each stage of the page, and placed the right trust signal at exactly the right moment. A testimonial that answers "Is this actually reliable?" right after the feature explanation that raises that question. A logo bar that answers "Do real companies use this?" right when doubt would creep in.
We didn't add testimonials to the website. We weaponized them.
Later, we also supported Wiser on their self-serve flow — which was a whole different challenge given the product's complexity. Making a complex software feel "accessible and easy" through design is one of the hardest things to do. But that's the job.
The Website
We took over and went back to fundamentals. Not back to wireframes — back to thinking.
Wiser is a demo-led company. No self-serve signups (at the time). That changes everything about how you design a website. You're not optimizing for a signup button — you're optimizing for trust, curiosity, and the willingness to book a call. Completely different psychology. Completely different design decisions.
We brainstormed with the Wiser team extensively. Discussed their positioning, their ICP, the objections that lived in potential users' heads. And then we did something that most agencies won't: we built trust into the fabric of the entire site, not just the testimonial section.
Most websites dump social proof in one place — a "What Our Customers Say" section that nobody scrolls to. We took a different approach. We identified the specific objections a potential user would have at each stage of the page, and placed the right trust signal at exactly the right moment. A testimonial that answers "Is this actually reliable?" right after the feature explanation that raises that question. A logo bar that answers "Do real companies use this?" right when doubt would creep in.
We didn't add testimonials to the website. We weaponized them.
Later, we also supported Wiser on their self-serve flow — which was a whole different challenge given the product's complexity. Making a complex software feel "accessible and easy" through design is one of the hardest things to do. But that's the job.
Phase 2: Product Design
Then they asked us to take over product design. And product design is a completely different animal from website design.
On a website, you're telling a story. In a product, you're building an environment people live in. The psychology is different, the constraints are different, the feedback loops are different.
We worked inside an already-built product, aligned with their dev team, and operated like an actual extension of Wiser. Brainstormed on flows. Challenged assumptions. Worked through the messy middle of product thinking where you're staring at a flow diagram and thinking "this makes sense to us but will absolutely confuse everyone else."
The product work spanned the majority of our 10-month engagement. It wasn't glamorous — it was detailed, iterative, and required us to understand Wiser's product as deeply as their own team did. That's what creative partnership actually looks like.
Phase 2: Product Design
Then they asked us to take over product design. And product design is a completely different animal from website design.
On a website, you're telling a story. In a product, you're building an environment people live in. The psychology is different, the constraints are different, the feedback loops are different.
We worked inside an already-built product, aligned with their dev team, and operated like an actual extension of Wiser. Brainstormed on flows. Challenged assumptions. Worked through the messy middle of product thinking where you're staring at a flow diagram and thinking "this makes sense to us but will absolutely confuse everyone else."
The product work spanned the majority of our 10-month engagement. It wasn't glamorous — it was detailed, iterative, and required us to understand Wiser's product as deeply as their own team did. That's what creative partnership actually looks like.
Phase 3: The Marketing Video — WeRoast Motion
Then they asked us to take over product design. And product design is a completely different animal from website design.
On a website, you're telling a story. In a product, you're building an environment people live in. The psychology is different, the constraints are different, the feedback loops are different.
We worked inside an already-built product, aligned with their dev team, and operated like an actual extension of Wiser. Brainstormed on flows. Challenged assumptions. Worked through the messy middle of product thinking where you're staring at a flow diagram and thinking "this makes sense to us but will absolutely confuse everyone else."
The product work spanned the majority of our 10-month engagement. It wasn't glamorous — it was detailed, iterative, and required us to understand Wiser's product as deeply as their own team did. That's what creative partnership actually looks like.
Phase 3: The Marketing Video — WeRoast Motion
Then they asked us to take over product design. And product design is a completely different animal from website design.
On a website, you're telling a story. In a product, you're building an environment people live in. The psychology is different, the constraints are different, the feedback loops are different.
We worked inside an already-built product, aligned with their dev team, and operated like an actual extension of Wiser. Brainstormed on flows. Challenged assumptions. Worked through the messy middle of product thinking where you're staring at a flow diagram and thinking "this makes sense to us but will absolutely confuse everyone else."
The product work spanned the majority of our 10-month engagement. It wasn't glamorous — it was detailed, iterative, and required us to understand Wiser's product as deeply as their own team did. That's what creative partnership actually looks like.
10 Months. One Creative Partner.
We worked with Wiser for 10 consecutive months. Website, product, video — the full creative stack, delivered as a single coherent partnership, not three separate projects bolted together.
The whole team loved the work. And more importantly, the work held up — each layer reinforced the others because they all came from the same strategic foundation.
10 Months. One Creative Partner.
We worked with Wiser for 10 consecutive months. Website, product, video — the full creative stack, delivered as a single coherent partnership, not three separate projects bolted together.
The whole team loved the work. And more importantly, the work held up — each layer reinforced the others because they all came from the same strategic foundation.
Client’s feedback
Client’s feedback
Weroast works like an embedded team. Fast, high-quality, and they know our stuff! That combo is rare. I'm glad we found them.
Weroast works like an embedded team. Fast, high-quality, and they know our stuff! That combo is rare. I'm glad we found them.
Cory Pitt
Cory Pitt
CEO @ Wiser AI
CEO @ Wiser AI
Motion
Motion
Product
Product
Website
Website
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