Xpander

Seed Funding Stage

Dev Tools

From Rigid Website Bottleneck to Product Hunt #1 — Rebuilt for Speed, Clarity, and Growth

About the Project

Xpander AI is an Israeli startup building a backend platform for AI agents — enabling teams to orchestrate, deploy, and scale agent-based systems across different frameworks.

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With a product-led growth model and self-service onboarding, the company needed a website that could clearly explain a technically complex product, convert developer traffic, and evolve quickly as the product matured.

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Peppermint partnered with Xpander during a time-sensitive growth stage to rebuild its web presence ahead of a major Product Hunt launch.

Provided services

UX/UI Design
Web Development
Motion Design

Tech stack

WordPress

Location

Israel

Project Overview

Problem

Xpander’s previous website created friction at exactly the wrong moment.

The product was moving fast, but the site was not.

Key issues included:

Heavy animation-based pages made updates slow and expensive
Even minor copy changes required rebuilding assets through an external vendor
The team lacked direct control over messaging and iteration speed
Product positioning needed to improve before launch
A fixed Product Hunt deadline left little room for delays

Initially, the goal was a visual refresh.

But the deeper issue was operational: the website could not keep pace with the business.

Solution

Rather than applying a surface-level redesign, Peppermint rebuilt the site as a scalable growth system.

We delivered:

A fully redesigned homepage and conversion journey
Sharper positioning for technical and product-led audiences
A modular WordPress system the team could update independently
Motion design that explained orchestration logic without blocking edits
Clearer hierarchy, messaging flow, and onboarding clarity
Responsive implementation across desktop, tablet, and mobile
Launch execution aligned to a fixed Product Hunt timeline

The new website was designed to move as fast as the startup did.

#1

On Product Hunt

The new site launched on schedule and supported a successful Product Hunt release, helping Xpander reach the top ranking.

Zero

Update Friction

The team removed dependency on external rebuilds and gained direct control over website content, messaging, and iteration.

Stronger

Market Credibility

A sharper product story and more mature presentation supported investor, user, and partner trust.

$3M

Seed Raised

The company strengthened its market presence during an important fundraising stage.

We needed a dev-oriented homepage on a tight deadline. Peppermint delivered on time and adapted quickly to feedback. Launching a new site is never easy, but they were right there with us and helped make it happen!

David Twizer

Co-Founder & CEO at Xpander.ai

Process

What We Built

Homepage Reimagined

We redesigned the homepage to make a technically advanced product easier to grasp in seconds.

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The new structure focused on:

clearer value proposition
stronger message hierarchy
easier navigation for new visitors
confidence for technical evaluators
smoother path into onboarding

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The result was a homepage built for understanding, not just aesthetics.

Scalable Visual System

We created a consistent visual language tailored for AI and infrastructure audiences.

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This included:

typography hierarchy
spacing and layout systems
color logic for trust and readability
clean enterprise-level minimalism
reusable components for future pages

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The goal was clarity with credibility.

Motion for Understanding

Motion was used to explain product logic, not distract from it.

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Lightweight interactions helped communicate:

relationships between systems
product flow
technical depth
progression through the page

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This kept the experience dynamic while preserving speed and clarity.

Built for Fast Iteration

The most important shift was operational.

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The new WordPress architecture gave the Xpander team the ability to:

update copy instantly
launch pages faster
test messaging quickly
stay independent from outside production cycles

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For a fast-moving startup, this became a competitive advantage.

Strategic Takeaway

Xpander did not just need a better-looking site.
It needed a website that could keep up with product velocity.
When growth-stage companies remove marketing bottlenecks:

Launches happen faster

Testing improves

Messaging sharpens

Teams move independently

Momentum compounds

That was the real win.

Ready to Explain Your {Tech} to the Market?

Your product can stay complex.
Your website should stay clear.
Peppermint helps AI, SaaS, and technical companies turn hard-to-explain products into growth-ready experiences.

Get a Proposal