Dairdux is a Stockholm-based Data & AI consulting firm that supports organizations in shaping, sourcing, and scaling their data and AI capabilities. Founded in 2019 by Henrik Göthberg, Kenan Bouzo, and Goran Cvetanovski, the company provides strategic consulting, expert-led clinics, curated content, and a collaborative consortium to guide enterprises through their data and AI transformation journeys. As a thought leader in the industry, Dairdux fosters a strong community that values peer-to-peer learning and practical knowledge-sharing.

We partnered with Dairdux to redesign their homepage. The goal was to reflect their evolved service model, streamline user journeys, and clearly communicate the value of their offerings in a modern, engaging format.

Problem Statement

The existing homepage lacked clarity, structure, and emotional resonance. The content was scattered, making it difficult for visitors to understand what Dairdux does, what services they offer, and how to engage. There was no unified story connecting their core offerings—Consulting, Clinics, Content, and Consortium—and users had to dig to find relevant actions or information. This caused confusion, low engagement, and missed conversion opportunities.

Objective

Our key objectives for the homepage redesign were:

  1. Clearly communicate Dairdux’s value proposition and the relationship between their four core services.
  2. Create intuitive navigation and hierarchy to guide users from awareness to engagement.
  3. Highlight the depth of expertise and knowledge assets (articles, toolkits, events, clinics).
  4. Modernize the visual design to align with their credibility, community focus, and strategic positioning.
  5. Increase engagement across all touchpoints—clinic registrations, consulting inquiries, and content downloads.

Design Process

Design Strategy

We restructured the homepage around Dairdux’s four service pillars: Consulting, Clinics, Consortium, and Content. Each service was given its own space, with a three-layered structure: a free introductory section, a free resource toolbox (guides, templates, etc.), and paid consulting offerings. This modular format allowed for both top-funnel awareness and deep engagement, while making the service progression clear.

We also introduced labeled tags and filters (e.g., MLOps, Governance, Strategy, Finance) to make services more discoverable and relevant to specific domains or user types. This structure allowed us to communicate the maturity and intentionality behind each offering, while giving users multiple entry points based on their needs.

UX Improvements

The hero section now features a strong message: "From Strategy to Scale — Empowering You to Lead Your Data & AI Transformation" This is paired with a clear subheading that explains how Dairdux helps organizations align strategy with real-world AI implementation through a blend of consulting, clinics, and knowledge-sharing.