UBIO

We Bought the .ai Domain... Now What?

The cover slide of the deck outlining the core concepts

UBIO powers billions of web automations annually for companies like Google and Trivago. When the Head of Marketing bought ubio.ai on impulse, it triggered an strategic puzzle.

Outcomes

20k

Website budget saved through strategic pivot

0 to 60

Head of Marketing's words on the technology section's impact

Role:
Lead Product Designer

Key responsibilities

Led stakeholder alignment process across competing visions

Conducted strategic interviews revealing hidden dynamics
Created visual synthesis making tensions explicit
Facilitated executive alignment meeting through organizational reality
Delivered AI-assisted content for immediate value
Designed phased approach enabling pragmatic progress

30 Second Story

Challenge: Align 6 stakeholders with 3 competing AI visions (4-week sprint)
Discovery: Each was solving for a different timeline - 3 months vs 3 years
Action: Reframed conflict as sequence through timeline-based strategy
Impact: €50k website avoided, content shipped in 2 weeks vs 6 months

01. The Chaos Begins: "We bought ubio.ai... now what?"

The Trigger
Everyone immediately knew exactly what to do with it - the problem was, they each wanted something different.

Initial Positions

Head of Marketing: "I need to hit aggressive quarterly targets"
CEO: "We need to expand enterprise sales"
Head of Product: "This gets us big tech partnerships"
CTO: "Let's be precise about our technical capabilities"

The Trigger
Everyone immediately knew exactly what to do with it - the problem was, they each wanted something different.

Initial Positions

Head of Marketing: "I need to hit aggressive quarterly targets"
CEO: "We need to expand enterprise sales"
Head of Product: "This gets us big tech partnerships"
CTO: "Let's be precise about our technical capabilities"

3 people pulling in different directions.

The Underlying Complexity:

Multiple business objectives to balance

Various product lines to consider
Different perspectives on strategic direction
Assumptions about alignment hadn't been validated

The Underlying Complexity:

Multiple business objectives to balance

Various product lines to consider
Different perspectives on strategic direction
Assumptions about alignment hadn't been validated

02. The Investigation: From Website Brief to Strategic Discovery

The Evolution
What started as a simple website project revealed deeper organisational tensions. Over two weeks, I conducted strategic conversations with each stakeholder, gradually uncovering that the ubio.ai domain question was really about UBIO's identity and future. Between meetings, I synthesised insights and prepared targeted questions for the next conversation, building toward a complete picture.

I created a document structure to make sure I could provide Claude.ai with the right context.

The Breakthrough Discovery: a Hidden Timeline

Marketing: Focused on quarterly results
CEO: Building for annual growth
Product: Positioning for multi-year partnerships
CTO: Ensuring technical claims match reality (all timelines)
Everyone was right - just talking past each other

The Breakthrough Discovery: a Hidden Timeline

Marketing: Focused on quarterly results
CEO: Building for annual growth
Product: Positioning for multi-year partnerships
CTO: Ensuring technical claims match reality (all timelines)
Everyone was right - just talking past each other

The Key Insight

They weren't misaligned - they were operating on different time horizons.

03. The Synthesis: Same Vision, Different Timelines

The Strategic Deck
I created "Sharpening the Story, Strengthening the Signal" - a deck that helped surface and resolve the underlying tensions.

Each stage stage forms the foundation for the next stage.

The Framework
The deck revealed that everyone shared the same vision - just with different priorities and timelines:

Immediate needs: Building customer confidence through proven innovation
Strategic growth: Establishing credibility with technical buyers and partners
Future positioning: Demonstrating AI leadership for potential partnerships

The Solution That Emerged

I mapped UBIO's technical stack as a progression that served all objectives:

Infrastructure: Foundation of proven scale and reliability
Platform: Tools that accelerate development today
Intelligence: AI capabilities pointing toward the future

Each layer built naturally on the last, creating a story that worked for every timeline.

The Diplomatic Move
This timeline view doesn't compromise anyone's vision - it sequences them. We can be all three things, just not all at once.

The Framework
The deck revealed that everyone shared the same vision - just with different priorities and timelines:

Immediate needs: Building customer confidence through proven innovation
Strategic growth: Establishing credibility with technical buyers and partners
Future positioning: Demonstrating AI leadership for potential partnerships

The Solution That Emerged

I mapped UBIO's technical stack as a progression that served all objectives:

Infrastructure: Foundation of proven scale and reliability
Platform: Tools that accelerate development today
Intelligence: AI capabilities pointing toward the future

Each layer built naturally on the last, creating a story that worked for every timeline.

The Diplomatic Move
This timeline view doesn't compromise anyone's vision - it sequences them. We can be all three things, just not all at once.

04. The Delivery: "From 0 to 60"

What Actually Shipped

Strategic alignment deck with timeline framework
Technology content that went live immediately
Phased implementation roadmap
Clear messaging framework for sales team

What Actually Shipped

Strategic alignment deck with timeline framework
Technology content that went live immediately
Phased implementation roadmap
Clear messaging framework for sales team

The core framework: vertically integration enables tackling of hardest challenges.

Four phases build upon each-other, each one directly delivering value.

The AI Innovation
This project exemplified how I use AI as a thinking partner, not a content generator. Through 8 hours of conversational dialogue, feeding interview transcripts and asking "What patterns do you see?" and "What am I missing?", AI helped surface what I initially overlooked - everyone was operating on different timelines. This wasn't AI writing strategy; it was AI helping me see the connections in my own thinking.

The Speed Difference:

Traditional approach: 3-month website project
My approach: 2-week content delivery
Result: Technology messaging that went "from 0 to 60"

The Speed Difference:

Traditional approach: 3-month website project
My approach: 2-week content delivery
Result: Technology messaging that went "from 0 to 60"

"That technology page content... I think that got us from like zero to 60, like, like, like that. That was like a massive, massive time saver."
— Norman Begg, Head of Marketing, UBIO

Reflections

Outcomes

Role:Lead Product Designer

01.

The Chaos Begins: "We bought ubio.ai... now what?"

02.

The Investigation: From Website Brief to Strategic Discovery

03.

The Synthesis: Same Vision, Different Timelines

04.

The Delivery: "From 0 to 60"

Let's talk

Let's talk

Let's talk

Let's talk

Let's talk

The Footer, At Last

The Footer, At Last

The Footer, At Last

The Footer, At Last

Role:
Lead Product Designer