AI personal CRM website
A personal CRM for people who would never call themselves CRM users.
Personal CRM
Website Design
Role
Website Designer
Timeline
5 weeks
team
Individual Contributor
platform
Web
The Real Problem
table is an AI native personal CRM. It brings contacts, conversations, meetings, notes, reminders and relationship history into one place, and its AI makes that history searchable and actionable: it can summarise past interactions, prepare you for a meeting, draft a follow up and nudge you about a connection going cold.
The product's audience is founders, investors, operators and creators who take their network seriously. Almost none of them think of what they do as "CRM". Leading with the category would have carried the wrong associations: sales pipelines, data entry, enterprise software.
The second problem was AI. Every product in 2025 claims it. table's AI is the point, not a feature, and the site had to make that distinction without sounding like everyone else.
Finding the Fix
The goal was simple: make the product easy to understand before the visitor has to learn any terminology.
I focused on five things:
Simplify the story. Explain what table does in plain words, with the phrase "personal CRM" arriving after the reader already understands the value.
Show the product. Use the real interface and real interactions to demonstrate how table works rather than describing it.
Highlight AI as useful, not clever. Show the assistant doing everyday jobs: adding someone you just met, setting a reminder by voice, asking who in your network lives in Berlin.
Create one flow. Problem, product, key features, then a single ask: join the waitlist.
Keep it quiet. A clean layout and strong hierarchy so the product stays the focus.
What Actually Happened
The hero became one sentence: the first personal CRM backed with an AI assistant. Underneath, a waitlist form, three small proof points (AI native, Web and macOS, 5000 plus on the waitlist) and the logos of the companies waitlisted people work at. The visitor knows what it is, who it is for and what to do in one screen.
The AI section was the hardest to get right. Instead of a list of capabilities, I used three short chat exchanges lifted from the product: "Add Lukas, that I met today at the TechCrunch event", "Remind me to schedule a call with my vacay group", "Who in my network lives in Berlin?" Each one shows the input, the AI's reply and the result. Three exchanges explain more than a dozen bullet points would.
I kept the feature sections short and concrete: connect to all platforms so nothing has to be typed twice, keyboard first design with the actual shortcuts on screen, a testimonial band from founders, a GP and a Notion ambassador, and an FAQ that answers the questions a privacy conscious user will have about their contact data.
The palette is deliberately restrained: White, Grey (#BDBDC1), Black (#242329) and one Electric Purple (#9278FD) used only where attention is needed. Every section was designed for mobile at the same time as desktop; the responsive set was part of the delivery, not a follow up.
The page closes on the line the product is built around: your network is your net worth.
What Changed
The redesign gave table:
A homepage that explains an AI native personal CRM without leaning on the word CRM
AI capabilities demonstrated as real conversations instead of claimed as features
A single path from problem to product to waitlist
Responsive layouts across the full page set
A reusable component and visual system for pages still to come
The site now sells the outcome first and names the category second, which is the order this audience needs.
What I Had to Work With
This was a pre launch product, so the website had to sell the idea while the app was still being built, and the only ask was a waitlist.
The constraints shaped most of the decisions:
A category name that worked against the product with its own audience
AI claims that had to feel practical in a year when every landing page made them
Product screens that were still evolving, which meant the presentation had to survive interface changes
Desktop and macOS positioning on a site that most people would first open on a phone
One call to action, join the waitlist, so every section had to earn its place before it
I designed the site; waitlist growth and conversion belong to the table team.
What I'd Do Differently
The one thing I would change is putting a live, clickable slice of the AI chat on the homepage instead of static exchanges. The conversations are the strongest proof the product has, and letting a visitor type one question would do more than any copy.
Beyond that:
A short "how it fits your day" walkthrough for people who have never used any CRM
Integration logos placed earlier, since "connect to all platforms" is the objection killer
Sharper segmentation for investors versus founders, who use the same product for different reasons
What I Learned
Lead with the outcome, name the category later. People will accept "personal CRM" once they already want it.
AI is best shown as a conversation. Three real exchanges beat any list of capabilities.
Restraint is a design choice. One accent colour and a lot of white space made the product look like the confident thing in the room.
