And yet, at one point, we decided to stop everything.
Not because the project was bad. We simply realized during the project that we could finish a good website or build a much stronger foundation for the future.
We chose the second option. Financially speaking – not the most pleasant one.
When "good" is no longer enough
The initial goal was quite typical: integrate a new positioning strategy, update the structure, design, present services more clearly, and finally have a website that better reflected today's Kinfirm.
However, as we worked, the ambition grew. We realized we didn't want another representational website that we launch, fill with content for a while, and then redesign again in a few years.
We wanted a platform where we could quickly test ideas, build tools, integrate AI, change the user journey, and expand the website without starting from a separate mini-project each time.
The previous direction was good. Our goal simply became much bigger.
The decision to abandon already completed work
When a lot has already been invested in a project, it's very easy to continue just because "so much has already been done".
And then comes the classic plan: we'll finish now and improve later.
From experience, I know that "later" often means "when there's time". And time, as we know, likes not to appear.
So we looked at the situation the way we would recommend a client to look at it: not how much has already been spent, but whether the current direction still creates the greatest long-term value.
Continuing would have been easier. But easier doesn't necessarily mean more correct.
Design created together with artificial intelligence
We created the new design direction based on Kinfirm's existing design guidelines, but fundamentally changed the process itself.
Using Claude Design, we could very quickly move from idea to working visualization, test different structures, content logic, and user journeys in a real context.
The key wasn't that AI "drew the website", but that the path from idea to result was significantly shortened. We could quickly discard what doesn't work, and not approve every visual just because its creation already cost a week of work.
Custom content platform
At the same time, we decided to create a custom content management system. Now we can create new content modules, calculators, AI functions, individual user scenarios, and other solutions without trying to fit them into predetermined limitations.
If an idea makes sense, we can quickly test it. If it doesn't work out – remove it without a months-long farewell process.
A website that isn't finished
For us, this website isn't a final project. It's a foundation on which we can continuously build. Create new consulting tools, change content presentation, personalize experience, and test ideas that previously would most likely have remained on the "someday" list.
Technological freedom doesn't yet mean that every idea is good, but now we have the ability to quickly create, measure, and decide.
What AI actually changed
This story could easily be reduced to one sentence: we redesigned the website with artificial intelligence.
But that would be too simple.
AI primarily changed the pace of execution. It shortened the path between idea, design, prototype, and working solution. However, greater speed in itself isn't value. When you can create almost anything, understanding what's actually worth creating becomes even more important.
AI can speed up the process, but it still doesn't take on direction, business logic, and responsibility for the result. At least not yet.
A bold decision doesn't necessarily look bold
A person opening our website today will most likely simply see a new design, content, and features, but for us the most important result isn't just a visual refresh.
Most importantly, we have a technological and creative foundation that allows us to implement new ideas much faster.
Could we have finished the previous website? Yes.
Would it have been good? Yes.
Was the initial decision a mistake? No. A better direction simply emerged during the project.
Did we regret more than 10,000 euros of already completed work? Of course.
But it would have been even more regrettable to finish a solution that we would soon start changing anyway.