työ.
Making the human visible in an AI product
työ is AI customer messaging for owner-operated businesses of one to five people: the AI drafts every reply, and a person reviews it and presses send. The old website communicated the AI capability, but the role of the human was easy to miss. I redesigned three pages, Home, Pricing and How työ works, so that relationship is clear from the first screen.
The three redesigned pages in full
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Product overview
työ helps small businesses respond to customer messages with AI-generated drafts, but every reply is reviewed and sent by a person. The existing website communicated the AI capability, while the role of the human was easy to miss. My challenge was to make that relationship clear from the first interaction.
The design problems
- The differentiator was buried. Human approval, the product’s actual trust mechanism, appeared in a subheading clause and six words of grey caption.
- A product built on human oversight showed almost no humans.
- Social proof created exits instead of trust.
- The visual system was inconsistent enough that the interface itself did not look trustworthy.
Competitive scan
I compared Intercom Fin, Tidio Lyro, Crisp, Front and Superchat, looking at what each landing page leads with and where the human sits in the story.
From insight to design
The competitive scan led to three design decisions.
01. Make human control visible from the first screen. I replaced an automation-led message with “AI drafts the reply. You press send.” The human’s role is communicated immediately rather than introduced as a secondary feature.
02. Show the workflow, don’t just explain it. I translated the positioning into a simple three-step flow: customer message, AI draft, human sends. This makes the approval mechanism visible in the interface.
03. Frame AI as support for the owner, not a replacement for them. The visual and verbal language focuses on real small-business contexts and the owner’s relationship with their customers. The goal is to communicate less effort without giving up control.
The design system
Colour ramps, a Finlandica type scale and defined button states, so the three pages stay consistent and the interface itself reads as trustworthy.
The three pages
The redesign covers the Home page, which leads with the human approval step and shows the three-step flow; the Pricing page, with four plans, a VAT toggle, a full comparison table and an FAQ; and the How työ works page, which walks through the same three steps in detail and groups the features into channels, knowledge, the work engine, and trust and infrastructure.