Process

User flows/wireframes

Prototyping

Develop scalable design system + documentation

Branding

Stakeholder Interviews

Desk Research

Responsibilities

Rapid Prototyping

Market Research

Visual Design + Branding

Interaction Design

Role

Founding Designer

Company

Helivan Research

I designed a website for a pre-seed AI startup in just two weeks—without research, existing branding, or a fully defined product. Helivan aimed to build digital twins of politicians to help users decode policy decisions and predict voting behavior, but with an investor pitch fast approaching, the CEO prioritized speed over process. Skipping traditional UX practices, the focus was on quickly transforming an early-stage AI concept into a clear, high-impact digital presence that would resonate with investors and establish credibility—all within an accelerated timeline.

Challenge

Outcome

Although Helivan has not yet secured seed funding, they received a government grant and have three companies ready to write follow-on checks. While the first round of website designs was approved, further development has been put on hold due to funding constraints. This means my work on the project remains paused, and the site has not yet launched. Despite this setback, the foundation is in place, and Helivan is positioned to move forward once funding is secured.

POSITIONING A PRE-SEED AI STARTUP FOR GROWTH

POSITIONING A PRE-SEED AI STARTUP FOR GROWTH

POSITIONING A PRE-SEED AI STARTUP FOR GROWTH

POSITIONING A PRE-SEED AI STARTUP FOR GROWTH

Decoding a CEO’s Vision and Turning It Into a Fully Realized Digital Identity

The only direction I received from the CEO was based on his sketches for the web application—but the website was an entirely different project. There was no branding, no product, no structured guidelines—just an idea.
I had free rein to shape the company’s digital identity, messaging, and user experience from the ground up. Through discussions about the value proposition, potential users, and AI technology, I carved out a website direction that prioritized credibility, investor appeal, and a clear articulation of Helivan’s vision.

Branding Without a Product: Designing for Credibility

With no MVP yet developed, creating a compelling website meant designing visual representations of a product that didn’t yet exist. The CEO specified that the homepage needed to include an MVP and content describing the company’s product and goals. To bring this vision to life, I crafted conceptual product visualizations based on our discussions, ensuring they aligned with the company’s AI-driven mission.

Beyond product visuals, I conducted competitive research on AI startups and emerging technologies to understand the design atmosphere of this rapidly evolving field. The goal was to build a brand identity that signaled innovation and credibility, ensuring the website resonated with investors and positioned Helivan as a serious player in the AI space.

When Ethics and Strategy Align: How My Discussions with the CTO Led to PMF Change

After my discussions about the growth potential and ethical standpoint of Helivan's primary target market, lobbyists, the CEO and CTO decided to shift Helivan's focus away from politics. The startup is still finding its best product-market fit, however, these discussions have helped the company engage in new perspectives about the long-term viability of the product, market opportunity, and ethical impact.

My Impact

Through strategic design, branding, and business discussions, I helped Helivan:

Refine its market positioning to ensure long-term scalability
Establish a compelling brand identity from scratch
Pivot its technology toward a broader, more ethical application

My work didn’t just shape Helivan’s digital identity—it influenced its business strategy, ensuring its AI-powered digital twin technology could serve a broader, more impactful market.

Takeaways

Speaking Up Drives Impact

Challenging ideas and guiding stakeholders can reshape strategy, making products more scalable, ethical, and investable.

A Blank Slate is an Opportunity

Designing from scratch meant shaping not just visuals, but brand, messaging, and user experience—turning an open canvas into a strategic, investor-ready product.

Not Every Project Goes As Planned

Delays in funding meant my work was paused before launch, reinforcing that great design can’t succeed without a solid business foundation.

Speaking Up Drives Impact

Challenging ideas and guiding stakeholders can reshape strategy, making products more scalable, ethical, and investable.

A Blank Slate is an Opportunity

Designing from scratch meant shaping not just visuals, but brand, messaging, and user experience—turning an open canvas into a strategic, investor-ready product.

Not Every Project Goes As Planned

Delays in funding meant my work was paused before launch, reinforcing that great design can’t succeed without a solid business foundation.

Speaking Up Drives Impact

Challenging ideas and guiding stakeholders can reshape strategy, making products more scalable, ethical, and investable.

A Blank Slate is an Opportunity

Designing from scratch meant shaping not just visuals, but brand, messaging, and user experience—turning an open canvas into a strategic, investor-ready product.

Not Every Project Goes As Planned

Delays in funding meant my work was paused before launch, reinforcing that great design can’t succeed without a solid business foundation.

Speaking Up Drives Impact

Challenging ideas and guiding stakeholders can reshape strategy, making products more scalable, ethical, and investable.

A Blank Slate is an Opportunity

Designing from scratch meant shaping not just visuals, but brand, messaging, and user experience—turning an open canvas into a strategic, investor-ready product.

Not Every Project Goes As Planned

Delays in funding meant my work was paused before launch, reinforcing that great design can’t succeed without a solid business foundation.

Let's Connect!

Want to chat about gritty design details, product strategy, or my latest work?

Contact Me

Eleanor Shepard

WORK

Helivan

Uncorked

Eclipse

CONTACT

Resume