Celebrating the future you build

“I've had an incredible experience working with Nic and the Semiflat team.

What we've built together feels unique to Plenty: it works well, it is distinct, and it serves what we wanted to do differently, which is making money management less tedious for people while navigating the reality of relationship complexity.”

Results of our collaboration

Speed & Efficiency

• Enabled Plenty to ship daily
  Removed design as a bottleneck, enabling engineering team to ship updates daily.
• Fractional founding designer
  ‍Designed a comprehensive mobile app, translating desktop functionality to mobile-first experiences

Product Experience

• Building a mobile-first version
  Designed a comprehensive mobile app, translating desktop functionality to mobile-first experiences
• Designed a complex, yet delightful experience
  Created a new budgeting system with a "progressive complexity" approach.
• Made the product more consistent
  Established consistent design language across product, web and marketing materials.

Growth-Driven Brand & Web

• Created a new, high-converting website
  Redesigned website with improved messaging, resulting in increased conversion rates.

From bottleneck to breakthrough

Emily Luk and her husband and co-founder Channing Allen faced a classic startup challenge: their engineering team was building so quickly that design had become the bottleneck.

"We had started building a mobile app, and that's where we began realizing we needed additional support on the product design front,"

"We were getting into a dynamic where the engineers would build so much faster than what we could design for."

The stakes were high. Plenty wasn't just another financial app — it was pioneering a new approach to couples' finances. Most products assume couples combine all aspects of their finance, or don’t share anything.

But Emily understood that real relationships are more nuanced. Some couples share certain accounts but not others. Some accounts are legally joint, while others remain separate despite being treated as shared. And in some cases, individuals want complete privacy for specific financial matters.

Plenty needed a design partner who could navigate this complexity while maintaining a friendly, approachable experience around money, a topic that so often causes stress.

"We looked for a team that could understand and appreciate the complexity that sometimes people share some things, and sometimes people share nothing.

This inherent complexity is what we stacked everything on top of the tracking, the investing, the budgeting. All of it is built on that multiplayer functionality."

A design studio that could keep up

After unsuccessful attempts to work with other agencies, Emily found Semiflat to be different from the start.

"One of the things that we immediately noticed with Nic was just how easy it was to talk to him about both high-level brand strategy as well as product strategy, and then down to product execution,"

Previous agencies either moved too slowly or spent more time on high-level strategy than the founders needed at that phase of development. With Semiflat, Emily found a team that could understand the big picture while quickly producing tangible designs that rapidly moved the product forward.

"We were really looking for someone who could understand the 'why' and ask why it's important, what's coming next, how we think about the roadmap — but also in a very quick manner produce the output for specific product flows. That tight integration was crucial,"

This combination of strategic thinking and rapid execution proved invaluable as Plenty worked to refine their product for their complex use case while maintaining an ambitious shipping schedule.

"The fact that we only needed to work with Semiflat to meet a wide variety of design needs ultimately meant that we moved way faster."

Designing for financial intimacy

The collaboration began with translating Plenty's desktop product into a mobile-first experience, recognizing that financial decisions often happen on the go.

"A big part of our core premise is to make it really easy for you to understand your money individually and with a partner,"

"With so many money decisions, it's important to have real-time access. If you're thinking, 'Can we afford this?' or 'How much did we spend on that?' having a mobile app is really beneficial."

But the team didn't stop at simply adapting existing features. They also created an entirely new budgeting system from scratch — one that fundamentally rethought how couples could track spending together.

"We walked through a number of different products, analyzing their strongest features and weaknesses," Emily recalled. "Then we built something that felt unique, that we haven't seen before."

The team embraced a design philosophy called "layered complexity" — making interfaces simple at first glance while allowing users to dive deeper when needed. This approach worked especially well for financial tools, where requiring too much upfront customization can overwhelm users and lead to abandonment.

"A lot of the design philosophy for the budgeting experience was giving users a very quick way to set up budgets and get a high-level understanding,"

"But if they have questions like 'Why did I spend more here?' they can click and discover they want to set a specific budget for food and drink. You can create additional budgets at whatever granularity you want, but it's not forced upon you at the beginning."

This user-centered approach extended across the entire product, from transaction tagging that allows couples to categorize spending together to goal-setting features for saving and investing.

“There's almost like a dreamy aspect to our product, It's not just about dollars and cents and spreadsheets and calculators.

Money isn't rational. People don't always make the logical decision, and that's what makes us human.

We want to capture the idea that even though we're a product that helps you manage your money, it's really about what that can do for your life.”

How Semiflat helped Plenty

Beyond the major product initiatives, Semiflat provided comprehensive design support across multiple areas:

Product design

Beyond the major product initiatives, Semiflat provided comprehensive design support across multiple areas:

• Mobile-first redesign
  Transformed desktop functionality into streamlined experiences for on-the-go financial decisions.
• Innovative budgeting system
  Created a unique budgeting experience that minimized tedium while maximizing customization options.
• Relationship-centered design
  Created a unique budgeting experience that minimized tedium while maximizing customization options.

Visual design and brand

Semiflat helped evolve Plenty's brand and visual language, bringing warmth and approachability to a category that can often be stressful for users.

• Complete website redesign
  Created a new website that better communicated Plenty's value proposition and increased conversion rates
• Friendly financial experience
  Designed a visual language that made potentially stressful financial tasks feel more approachable
• Consistent experience
  Maintained visual coherence across desktop, mobile and marketing materials

Real-time improvement

Beyond the major initiatives, Semiflat helped maintain and refine Plenty's product as it served active users, addressing hundreds of small optimizations based on real-world feedback.

• Daily shipping cadence
  Supported Plenty's aggressive update schedule with rapid design turnarounds.
• User-driven refinements
  Made continuous adjustments based on user feedback and behavior.
• Error states and edge cases
  Addressed the ongoing need for error handling and edge case management in a complex product.

A full-service design partnership

What made the collaboration particularly valuable was Semiflat's breadth of capabilities. Rather than forcing Plenty to coordinate multiple vendors, Semiflat provided end-to-end design support.

"There's a breadth of skill sets that makes Semiflat a one-stop shop, It just meant that we could move way faster."

By removing design as a bottleneck and establishing a cohesive design language across all touchpoints, Semiflat helped Plenty accelerate their product development while creating a distinctive experience in the crowded financial technology space.

The partnership demonstrated how thoughtful design can transform complex financial tools into delightful experiences, proving that even in the world of money management, the human element remains essential.

"If I was doing this design work on my own, I kid you not, we would have died.

Semiflat didn't make me fit into their design process, they fit into mine. That's really subtle, but really important.

They've been able to keep up with the pace of work we operate by, which speaks volumes. Speed is everything for a startup."

Results of our collaboration

Speed & Efficiency

• Rapid design iteration
  Multiple iterations of complex AI interfaces delivered rapidly
• Freed up founder’s time
  Hundreds of design hours and co-founder’s time saved through ongoing partnership.
• Faster shipping
  Accelerated feature development through rapid design iteration

Product-Market Fit & Growth

• Successful pivot
  Rapid, successful pivot from broad data platform to focused sales intelligence tool.
• Better product, higher retention
  Increased customer satisfaction from existing users.
• More successful demos
  Enhanced demo success rate with polished, intuitive UI.

From ambitious vision to focused solution

Nick Scavone had a big, bold vision: make data accessible to every business user on the planet. This mission grew from his experience at Okta, where he witnessed a persistent disconnect.

"There are technical folks who work with data but lack business context, and business folks who have all the business context but can't work with the data."

Seam AI began with an ambitious goal to bridge this gap using AI to create a flexible, non-technical data platform. Users could connect to various business applications, chat with their data, and push actions back into those apps. It was a compelling fundraising story — democratizing data access for business users, a market substantially larger than technical data professionals.

But after launching in May, the team faced a classic startup challenge: Their broad vision attracted many types of users — product managers analyzing sales data, CFOs reconciling quarterly bookings, CMOs running marketing campaigns. This created what Nick calls a "rainbow" of use cases.

Plenty needed a design partner who could navigate this complexity while maintaining a friendly, approachable experience around money, a topic that so often causes stress.

"It was really cool in terms of the breadth of what we had built, but terrible in terms of product development and who we were targeting,”

"We were spread too thin and weren't getting consistent motion."

To survive, Seam AI needed to evolve — and quickly.

"The only arbitrage you get as a startup is speed. Working with Semiflat unlocked our ability to do things we couldn't do before. That's more valuable than just time savings and money.”

A breakthrough on product-market fit

Through careful user research, Nick's team observed an interesting pattern: When users interacted with their data platform, they frequently asked research-oriented questions: "What happened in Company X's most recent earnings report?" "What industry is Company X in?" "Do they have a new CEO?"

This insight sparked a pivot. What if Seam AI could evolve from a general data platform to a specialized tool for sales intelligence?

"It evolved very naturally talking to users. They started asking if we could help them find more companies to sell to, then identify key people in those companies. It became what we called 'prospecting' in an automated way."

With research showing sales reps spend 60% of their time researching and only 40% selling, Seam AI discovered a high-value opportunity to increase sales efficiency through AI automation.

But pivoting a product while maintaining momentum requires exceptional design agility — especially in the uncharted territory of AI interfaces.

"We're in a very new world. AI and agents are all complex terms, and the interfaces being built right now are new. There wasn't a playbook for how to design this stuff.

The only way we were able to iterate like this was because of Semiflat,”

Designing on the cutting edge

The partnership with Semiflat began in December 2023, initially focusing on the company's website and brand identity after their fundraise. When Seam AI needed to evolve their product, they already had designers they could trust.

The challenge was immense. AI agent interfaces were in their infancy, with no established patterns to follow, but Nick knew that good product design could create a significant competitive advantage, if they could get it right. Every new feature required extensive iteration to balance power and usability.

"We went through almost six iterations on just one feature before we landed on what worked,"

"And each component required an immense amount of iteration."

While Nick led the user research and feature direction, Semiflat translated these insights into intuitive interfaces quickly and repeatedly. This rapid design iteration allowed Seam AI to test approaches and refine their product vision without sacrificing speed.

“From an ROI perspective, there is no way we could have gone from this broad platform to the really narrow use case and feature set without Semiflat,”

“If I was doing this myself I kid you not we would have died.”

Because Semiflat specializes in working with early-stage startups, our designers were used to working at Seam AI's startup pace and in a collaborative style, meaning the company could maintain their ambitious shipping schedule.

"They didn't make me fit into their design process; they fit into mine. I've worked with other agencies that make you fill out a task list, then they do the information architecture, user flows, low-fi wireframes, and then high-fidelity. I didn't want to do that, and they adapted to our style incredibly well.

If we didn’t have the speed from them and the know-how, we would have flopped.”

How Semiflat helped Seam AI

Semiflat provided comprehensive design support as Seam AI evolved from a broad data platform to a focused sales intelligence tool. Our partnership spanned several critical areas:

Product strategy & research

Working closely with Seam AI's user research findings, we helped translate those insights into concrete interface decisions. This collaborative approach ensured designs aligned with actual user needs while supporting the company's strategic pivot.

• User-focused interfaces
  Transformed desktop functionality into streamlined experiences for on-the-go financial decisions.
• Strategic feedback
  Created a unique budgeting experience that minimized tedium while maximizing customization options.
• Rapid testing cycles
  Created a unique budgeting experience that minimized tedium while maximizing customization options.

AI interface innovation

Unlike traditional software, AI systems don’t always produce the same output from the same input. That unpredictability makes them harder to design for. We created patterns that made the experience feel consistent and clear—without hiding the complexity behind the scenes.

• Simplified complexity
  We transformed complex AI workflows into guided, user-friendly interfaces.
• Novel interaction patterns
  Where no established patterns existed, we created new approaches specific to AI research workflows.

Real-time improvement

As Seam AI's product evolved, so did their brand and marketing needs. We helped refine their messaging and visual identity to align with their more focused value proposition.

• Website design and iterations
  We’ve designed multiple versions of Seam’s website to support changing product focus and ICP.
• Messaging refinement
  Copy updates to communicate the more specialized value proposition.
• Visual cohesion
  Consistent design language across product and marketing.

An ongoing relationship

The partnership between Semiflat and Seam AI demonstrates the value of ongoing design partnership for rapidly evolving startups.

Rather than a one-time project, our collaboration has continued for over a year, with Semiflat functioning as Seam AI's on-demand design team. This arrangement provided the flexibility and responsiveness needed during critical pivots while avoiding the delays of hiring and onboarding in-house designers.

"I could have hired a designer in-house at any point up until now, but I haven't, because Semiflat continues to provide value. They've earned my business for over a year and a half."

“You unlocked us to do a lot of things that we couldn’t do before, so that’s more valuable to me than just time savings, and money,”

For Nick, the ROI extends far beyond cost and time savings.

"If we didn't move fast, we'd miss market opportunities and innovation. There's a lot of windfall on the speed side. And it's definitely unlocked new business by being able to ship features more quickly."

By keeping pace with Seam AI's rapid evolution and adapting to their working style, Semiflat proved that external design partners can enhance rather than hinder startup speed — the most precious resource for any emerging company.

Brand assets that evolve with the business

While Seam AI's product interface was critical to their pivot, the partnership with Semiflat extended across all their visual touchpoints. From website iterations to marketing materials, Semiflat provided consistent design support as Seam AI's needs evolved.

Website evolution

Semiflat designed every version of Seam's website from pre-launch through each phase of market positioning. As Seam AI refined their use case and ideal customer profile, their site evolved in parallel, with increasingly sophisticated elements:

• Custom animations bringing complex AI concepts to life
• Dedicated Enterprise and Partner Program pages
• Specific use case sections targeting different customer segments

This iterative approach allowed Seam AI to continually test new messaging and offers without sacrificing design quality.

Sales deck template system

One of the most valuable ongoing projects has been a flexible sales deck template system. Initially designed in Figma, Semiflat later adapted these templates to Pitch.com to better accommodate Nick's workflow. The goal: creating a robust set of fully editable building blocks that Nick can transform into any presentation he needs.

Marketing asset library

To support Seam AI's growth, Semiflat has developed social media assets including customer testimonial templates and benefit highlights. These supporting elements ensure a consistent brand experience across all customer touchpoints.

"Having designers who can support any request as our needs evolve has been invaluable,"

"Semiflat doesn't just do product design—they're a true partner across everything from pitch decks to social media. That continuity of design helps communicate that we are established and trustworthy, which matters when you're asking companies to adopt new AI technology."

"When you're working with a platform, and every part has consistent design thinking, it creates a good experience overall.

Semiflat helped us go from a product that solved a problem to an experience that was thoughtful and curated."

Results of our collaboration

Product Experience

• Redesigned UI for clarity and ease of use
  We overhauled the entire application interface, simplifying workflows and improving navigation to deliver a more intuitive user experience.
• Debugging made intuitive and actionable
  We reimagined the daily-use debugging interface, making it easier for users to identify and resolve issues—earning positive feedback from Nuon’s customers.

Velocity & Scalability

• Design system that enabled faster development
  A comprehensive, reusable design system allowed the engineering team to build and ship new features more efficiently and consistently.
• Accelerated product velocity
  With clear design patterns and reusable components in place, the team was able to dramatically increase the speed of feature development.

Strategic Impact

• New website aligned with fundraising goals
  We designed a refreshed marketing site that supported Nuon’s Series A announcement with improved messaging and polish.
• Foundation that enabled in-house design growth
  The systems, documentation, and design thinking we put in place gave Nuon a strong base to confidently hire and onboard its first in-house designer.

From solid foundation to intuitive customer experience

Jon Morehouse and his team at Nuon had spent two years building a solid foundation. Their platform solves a growing problem in the software industry: How can companies offer their products to customers who say, "We love your product, but we need to run it on our own cloud"?

Nuon makes this possible via a technology known as “bring your own cloud,” which allows software to run in the customer’s environment while still feeling like a five-star managed service. It’s like Airbnb for software: the vendor drops off the product in the customer’s environment, but can still clean it, upgrade it, and check in.

This approach provides the security and control enterprise customers demand while maintaining a seamless user experience. It’s especially valuable for industries that care about privacy, control, and compliance, like healthcare, finance, and government. The customer gets total control of where their data lives without becoming their own tech janitor.

After several iterations of their API-first platform, Jon reached an inflection point.

“We wanted to go from 'hey, this works and solves a problem' to 'hey, this is an experience that delights our users and has a level of polish we haven't been able to give it yet,'"

"We were very much focused on getting the foundation there. Once we did, we realized we needed to make sure the next evolution of our user experience was really well thought out and polished."

A design partner that could go deep

Finding the right design partner meant finding a team willing to dive deep into Nuon's specialized product. As a platform connecting software vendors with their enterprise customers, Nuon had needs that were more complex than those of a consumer app.

The project quickly evolved into a robust, long-term partnership. Our designers frequently challenged the Composabl team’s assumptions, helping them find optimal user solutions and advance the product vision. Continuous research into Composabl use cases helped us identify gaps in the technology and, in turn, build a better product.

"We were looking for a partner who could spend the time with us to understand our product and our space,"

"And who could work with us on a more foundational level in terms of setting up a design system and assets that we could build on."

The goal wasn't just a one-off redesign but establishing tools and systems that would enable Nuon to continue solving problems for their users well into the future.

Building through collaboration

The partnership with Semiflat began at the most fundamental level — sketching raw ideas by hand and rethinking user interactions. That work soon led to creation of a completely new design system and a redesigned application UI that resulted in an entirely new product experience.

Rather than jumping straight to high-fidelity designs, the Semiflat teams started with basic sketches in Figma, exploring different navigation structures and key user flows. How should users switch between organizations? What's the best way to structure menus? These early explorations laid critical groundwork.

"We spent a lot of time thinking through the core flows between the different services of the product,"

For Nuon's control plane — the central dashboard that lets vendors monitor and manage all their app installations across customer environments — these interactions needed special attention.

The collaborative approach ensured Nuon wasn't simply handed designs to implement — they were partners in the process.

"We weren’t handed a bunch of things to go build. It was a collaboration that set us up to reuse components and build out design thinking and systems thinking."

“The Semiflat team was super responsive and able to work through a lot of iterations.”

“We appreciated the way they started high level and got into more fidelity as we went."

From confusion to clarity

Nuon had heard from users that the interface was sometimes confusing or hard to navigate.

"Finding things was hard.”

The collaboration with Semiflat addressed these pain points by creating a simplified experience that prioritized intuitive navigation. One highlight was a completely redesigned install view that gave customers the tools and information they need to troubleshoot when something went wrong.

Improvements like this received enthusiastic feedback from customers, who noted that "everything was a lot more polished, and the user experience felt a lot nicer." And crucially, that gave Jon’s customers the confidence to sell their tools into larger enterprise companies.

“There’s a simplicity that we’ve been able to develop together,”

"When people use our dashboard or web app, they have a good first impression. That means a lot.”

A well-designed foundation to build on

The partnership with Semiflat transformed Nuon from a product that worked into an experience that delighted, giving them the jumpstart they needed to continue evolving and growing alongside their customers.

With a strong brand identity and user experience in place, the company has now hired its first in-house designer.

“We worked with Semiflat to build a foundation and now we're able to hire somebody to expand upon it,”

How Semiflat helped Nuon

Over the course of our collaboration, Semiflat helped Nuon evolve from a functional developer platform into a polished, intuitive product experience. We redesigned the application UI, built a comprehensive design system, improved critical workflows, and delivered brand and marketing assets that reinforced Nuon’s enterprise credibility. Our work laid a scalable foundation that continues to support their growth today.

A design system that laid the foundation for growth

The comprehensive design system created during the partnership amplified Nuon's capabilities in multiple ways:

• Accelerated development
  Adding new features and experiences became significantly faster.
• Consistent experience
  Every part of the platform maintained the same design language and quality.
• Cross-functional assets
  Design elements could be repurposed for the marketing site and sales materials.
• Improved first impressions
  New users encountered a polished, professional experience from the start.

A platform that builds confidence

Beyond the immediate UI improvements, the redesign delivered a crucial business outcome: increased customer confidence.

• Increased vendor trust
  The polished, intuitive experience reinforced Nuon's professionalism and reliability, essential qualities when asking software vendors to trust your platform with valuable enterprise relationships.
• Enterprise readiness signals
  By elevating the design, Nuon helped their customers feel more confident pursuing larger clients with stringent requirements.
• Faster customer acquisition
  Software vendors can now quickly say "yes" to customers who need applications to run in their own environments, without spending months on custom work.

Brand assets that reflect a cohesive identity

Semiflat also built Nuon a new website as well as marketing and brand assets that give the company a consistent look and feel across platforms.

• A website that communicates product function
  Our final deliverables included high-fidelity designs and documentation for hundreds of screens grouped in dozens of user flows.
• Marketing assets that resonate with the target audience
  Every screen in the design exists in two versions - light and dark mode. We leveraged Figma’s variables for maximum consistency and scalability.
• Custom icon set
  Certain icons for the features we were designing simply haven’t existed before. We created a custom set to translate niche, domain terms into visuals.

“Great design comes from having consistency and paying attention to detail across many different parts of a product experience. That was why this was so important to me,”

The marketing assets used design and language to equip the startup for the increased attention that comes with a funding round announcement. Thanks to Semiflat’s work, the company met the moment and was able to showcase the value of its unique product in the moment that mattered most.

“One of the things I've always valued is having a level of polish everywhere. So that when people see your brand, and your logo, or your icon, that immediately gives them a set of expectations,”

“One of the reasons I was excited to work with Semiflat was to create those assets that we would use everywhere.”

The future of software deployment

The growing demand for software deployed within a customer’s cloud is transforming how software is delivered. Through its collaboration with Semiflat, Nuon was able to transform its technically complex platform into an experience that made this new deployment model accessible and intuitive for software vendors.

"How and where you deploy your software has become just as important as what the software does,"

“The Semiflat designers took the time to learn the machine teaching methodology that drives our product.

This is truly special. It enabled us to innovate design features together for truly differentiated agent capabilities.

We’ve now launched a highly sophisticated application that our Fortune 500 customers are using today, and Semiflat enabled bringing our vision of the no-code AI agent builder studio to life.”

Results of our collaboration

Go-to-Market Acceleration

• Two years of R&D saved
  Composabl gained an unfair advantage by cutting two years of R&D—and launching a complex product in year one.
• Released MVP into the market
  Complex no-code UI released within year one of being in market.
• Fortune 500 customers onboarded
  Early versions of the product were adopted by Fortune 500 companies—demonstrating real market demand.

Scalable Design Execution

• On-demand design team access with no overhead
  With Semiflat as an ongoing partner, Composabl scaled design output without the time or cost of building a team in-house.

Strategic Positioning

• Brand identity that embodies Composabl’s mission
  We created a brand identity that visually expresses Composabl’s mission—making sophisticated AI accessible through modular, intelligent design that speaks to both technical depth and everyday usability.

A design (thought) partnership

Kence Anderson was building an AI product that pushed the boundaries of teaching machines to think. He needed a design studio that not only understood the technical nuances of AI agents but could also grasp his vision and run with it.

As the former Director of Autonomous AI Adoption at Microsoft and a world expert in machine teaching, Kence’s vision was ambitious. He wanted to build a platform to empower more people to build AI agents that improve efficiency, boost profits, and enhance safety in industries like manufacturing and logistics. The product would bring to life ideas he explored in his recent book, “Designing Autonomous AI: A Guide for Machine Teaching.”

"The Semiflat designers took the time to learn the machine teaching methodology that drives our product. This is truly special. It enabled us to innovate design features together for truly differentiated agent capabilities”

There was a mission behind Kence’s work. Developing this technology is complex and typically requires formal education in AI, data science, deep domain knowledge, and both process and controls engineering. This often restricts innovation to those with specialized expertise, large budgets, and teams.

But Kence believed that the more industrial subject matter experts shaped AI agent anatomy, the safer, more efficient, and impactful these agents would be. When he approached Semiflat, he was exploring ways to power complex industries while making AI accessible to those without formal training in machine teaching.

He needed a no-code UI platform and a brand identity designed to welcome operators, executives, and engineers alike, empowering them to build their own intelligent agents.

"What is really unique is that because the Semiflat team is so technically in our product, the fact that you also get to innately imagine how that comes out in a brand recommendation is very unique,”

“You've supported us in two different but very intertwined capacities, which is essentially why this logo and concept has been so successful.”

Design apace with innovation

The innovative nature of Kence’s ideas meant there were no existing design patterns to rely on, making the project both exciting and uniquely challenging. Fortunately, our expertise with complex SaaS platforms made us the perfect match.

The project quickly evolved into a robust, long-term partnership. Our designers frequently challenged the Composabl team’s assumptions, helping them find optimal user solutions and advance the product vision. Continuous research into Composabl use cases helped us identify gaps in the technology and, in turn, build a better product.

“Semiflat not only understood my visionary concepts but also kept pace with us, helping refine our innovations with UI/UX best practices.”

Over 24 months, we delivered new design ideas and iterations weekly, adapting to our client’s evolving needs as we transformed Composabl’s sophisticated technology into an easy-to-use AI agent builder. As thought partners to the engineering team, we used our UX expertise to translate the ambiguity of autonomous AI into intuitive user experiences.

The main challenge was that, due to its novelty, some of the product’s technology was being developed in parallel to our design. We often started with an outline of a feature that, upon closer review, required adjusting initial assumptions or adding complexity to the user experience.

We helped Composabl’s team translate complex automation concepts into intuitive user flows. Our conceptual work, in-depth conversations about autonomous agents, and frequent early sketches revealed gaps in the assumed logic and guided the user experience for the product MVP.

“Semiflat has become an integral extension of our business and product interface development.”

How Semiflat helped Composabl

We designed a full brand identity, hundreds of concepts for complex functionality within their product, a final user interface in light and dark mode, and built a complex design system. Here’s more about the specifics of what we accomplished together:

Discovery and research

Industrial automation is a technically complex domain, especially when developing autonomous AI systems that need to integrate seamlessly with existing processes. Before we could apply our user experience expertise and start thinking about the user journey, we needed to understand the concepts, principles, and terminology relevant to the space of autonomous agents and their real-life applications.

• Client workshops
  In addition to reviewing Composabl’s internal resources, we utilized our Discovery framework to gather context about the business, users, and problems.
• Research deep dive
  Because we were operating in uncharted territory, we needed to learn additional technical context. We reviewed multiple research papers and publications about autonomous AI.
• Expert conversations
  We verified our understanding through conversations with experts in the space.
• Logic gaps closed
  Our conceptual work, in-depth conversations about the nature of autonomous agents, and frequent early sketches helped reveal gaps in the initially assumed logic and led to us creating the user experience for the MVP.

User experience design

Through research and testing, and by considering all implications this technology could have on end users, we used our deep UX expertise to help Composabl solve use cases that had never been successfully solved.

• Hundreds of innovative concepts
  We generated hundreds of concepts for highly complex, innovative features around autonomous AI.
• Complex functionality conceptualized
  We captured the ambiguous nature of autonomous AI functionality and used our UX expertise to translate it into intuitive user experiences.
• Strategic product advice
  Our continuous research and analysis into Composabl use cases led us to identify gaps in the underlying technology and, in turn, build a better product.

"Composabl's Fortune 500 customers are digitizing priceless industrial skills that take humans about 10 years to learn. Many of these applications or skills in manufacturing and logistics have never ever been automated before,”

“The Composabl no-code UI allows subject matter experts at these companies to teach these agents high value skills without writing code.”

User interface design

Designing Composabl’s visual interface required balancing usability and aesthetics, with careful attention to every feature’s multiple screens, states, and contextual interactions like dynamic side menus, dropdowns, and modals. We avoided clutter at all costs, ensuring every color, line, and shadow conveyed meaning and reinforced the information hierarchy.

• High-fidelity wireframes
  Our final deliverables included high-fidelity designs and documentation for hundreds of screens grouped in dozens of user flows.
• Light and dark mode wireframes
  Every screen in the design exists in two versions - light and dark mode. We leveraged Figma’s variables for maximum consistency and scalability.
• Custom icon set
  Certain icons for the features we were designing simply haven’t existed before. We created a custom set to translate niche, domain terms into visuals.

Design system design

Due to the product's complexity, building a robust design system was crucial. We created hundreds of custom components and mapped each color, text, or spacing value to a set of design tokens. This drastically reduced the time needed to implement the designs in code.

• Component documentation
  We defined all possible variants and states for every component used in the interface. Our documentation also included fully custom and highly complex modules like agent builder or scenario pathing.
• Tailwind compatibility
  All properties used in the interface are compatible with Tailwind CSS, the framework Composabl used to build the front end of its application.
• Light and dark mode components
  By leveraging Figma’s variables, we were able to create a one-to-many color mapping matrix containing styles for all use cases. Dark mode views can now be designed in seconds with a single click.

Brand design

Our deep work on the Composabl no-code UI allowed us to create a meaningful brand identity. The logo design was inspired by the core principles of modular AI, evolving from a simple hexagonal grid to a stylized “C” that reflects Composabl’s role in unifying these elements into a powerful system.

• A mission, visualized
  Composabl’s hexagonal logo reflects the principles of modular AI, symbolizing efficiency, connectivity, and the building blocks of complex systems. The design also highlights the company’s mission to make sophisticated AI accessible to engineers across industries.
• Consistency at scale
  We created comprehensive brand guidelines covering typography, color, iconography, and usage rules—ensuring the visual identity remains cohesive across product, marketing, and future team expansion.

"With everyone focusing on AI agents, we've been thrilled to have distinctive branding that sets us apart in a crowded market. The feedback on Composabl's colors and logo has been fantastic — it perfectly captures the precision and innovation behind the engineered AI we build."

A living partnership

We continued on as partners with Composabl after the team launched its MVP, acting as their in-house design team to improve the product based on user feedback and launch new features. Our support at this phase is flexible, and we’re able to onboard more designers if needed.

"The next six months are going to be a lot of movement in getting out there and being in market. I think the timing is really good, because we've got enough foundation underneath us now so we can start to move,"