Design Forward
AI design studio: websites at a fixed price
The full case study: the studio, the workflow and where a person stays in charge.
Design Forward
An AI design studio: professional websites at a fixed price. AI prepares the draft, a designer checks it before it reaches the client.
Design Forward makes professional websites for small businesses in Switzerland and Italy. Its customers are not web experts: they want to understand quickly what they are getting and what they have to do themselves.
The problem
- 01
Agency quality takes agency time
A small business rarely has the weeks or the budget a classic agency process asks for.
- 02
The site is the proof
An agency's own website has to show the level of the work it sells. Every visible shortcut argues against the offer.
- 03
Only real things
Real projects, no promise that hasn't been measured, nothing presented as real that isn't.
My role
- Role
- Founder, brand, site design, AI workflow
- Tools
- Claude Code, Next.js, Vercel
- Markets
- Switzerland, Italy
The workflow
- 01 / 04
Guided onboarding
The client answers a short set of questions about the business, its goals, its content and the style it likes.
- 02 / 04
A draft from the agents
A set of AI agents, each with one job, turns the answers into a brief, a strategy, the texts and a first design.
- 03 / 04
A designer checks it
I review every draft before the client sees it, and send back what isn't good enough.
- 04 / 04
Review and delivery
The client reviews the draft with me, the agreed revisions go in, and the site is approved and published.
Where AI came in
- 01
One agent, one job
An orchestrator, a strategist, a content and SEO writer, a visual designer and a QA reviewer hand work to each other in a fixed order.
- 02
Every claim carries its source
The agents label what the client said, what they inferred and what still needs approval, so nothing invented reaches the page.
- 03
AI said out loud
AI is the accelerator and is named as one. The responsibility for quality belongs to a person.
Where it stands
The new Design Forward is a working prototype in Italian, German and English: a dark, immersive opening with client sites at the centre, then the packages and how it works. It replaces the current designforward.me at launch.
