The entire feature set offered by aellow is unique in the market and there are not many analogues in the industry, so it was very difficult for our team to figure out how to explain it to the client. Solving this challenge required constant interaction with professionals from different fields to build a value proposition based on their activities.

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Unlike physical products, AI services are difficult to emotionally represent and explain their value to users. Also, there is a problem of distrust in artificial intelligence and often AI products are perceived as something unfamiliar and experimental. To get users to implement the product into their workflow on a permanent basis, I decided to make it similar to standard enterprise SaaS products, familiar to everyone, but avoiding rigour to emphasise the product's ease of use.