DeepFile
Positioning the first NDA-certified AI as the go-to choice for privacy-driven industries
Role
Product Design
Intern
Timeline
2 Months
Team
4 Consultants
Platforms
Figma
BACKGROUND
The Why
DeepFile started as an AI-powered document search tool but faced a positioning challenge. Their hybrid B2C/B2B approach diluted our message, making it hard to stand out in the saturated consumer AI market. Early adopters appreciated the privacy-first offline architecture, but the value wasn’t resonating with security-sensitive industries like law, finance, and healthcare. We needed to realign our strategy, focusing entirely on B2B and emphasizing trust and privacy.
RESEARCH
Competitive Analysis
DeepFile – An offline AI tool that searches and manages documents for privacy-critical industries like law and healthcare, ensuring GDPR compliance and data security.
Duo Mobile – A mobile app providing two-factor authentication, helping organizations secure user logins and protect systems from unauthorized access.
Clay AI – An AI platform for sales and marketing teams that enriches contact data, identifies leads, and automates growth workflows.
M-Files – A document management system that organizes, secures, and automates workflows, improving efficiency across businesses.
In the context of this case study, the market positioning chart is a snapshot of the competitive landscape. It plots companies by portfolio attractiveness and competitive strength, helping stakeholders see who leads, who’s emerging, and who’s lagging.
For DeepFile, this chart is significant because it shows where the product stands today- a Product Challenger with a highly attractive, privacy-first portfolio but still building market influence. Understanding this placement matters because it identifies exactly what’s needed to move toward the Leader quadrant: strengthening brand presence, scaling outreach, and targeting high-value niches.
RESEARCH
Understanding Users
To guide DeepFile’s B2B pivot, we needed to deeply understand the day-to-day realities of small companies in privacy-sensitive sectors. Over three weeks, we conducted 4 one-on-one interviews and 1 group workshops with 4 business owners, operations managers, and IT leads from industries including law, real estate, healthcare administration, and boutique financial services.
In total, through these sessions we received a total survey of 8 small business decision-makers.
User Segments Identified
The Compliance Guardian
Roles: Compliance officers, legal counsel.
Needs: Proof of privacy, audit-ready documentation, NDA protections.
The Efficiency Seeker
Roles: Office managers, operations leads.
Needs: Faster workflows, intuitive UI, reduced manual search.
The Tech-Constrained Decision Maker
Roles: Small business owners, administrators.
Needs: Low-maintenance setup, minimal training, budget-conscious solutions.
SYNTHESIS
User Persona
ABOUT
Hanford & Cole LLP handles high-stakes litigation and government contract disputes, managing sensitive client data like trade secrets and settlement agreements. Their siloed storage systems- local drives, network folders, and encrypted USBs- cause search delays, version mix-ups, and compliance risks. While open to AI for document review, they reject tools that send data to third-party servers, needing a centralized, offline, NDA-compliant system for secure search, retrieval, and collaboration.
PAIN POINTS
Siloed storage systems slow down legal research and case prep.
Cloud-based AI tools are disqualified for client confidentiality reasons.
Paralegals and junior associates spend hours locating files.
Inconsistent version control leads to mistakes in filings.
SCENARIO
A partner is preparing for a trial and requests every precedent case the firm has handled on a specific intellectual property dispute. In the past, this would involve emailing requests to multiple associates and waiting up to two days. With DeepFile, the firm’s legal database is indexed offline, allowing the search to be run in seconds. The partner receives all relevant documents - organized, verified, and ready for review- within 15 minutes, without a single file leaving the firm’s secure servers.
SYNTHESIS
Problem Statement
Professionals in high-security industries lack an intuitive, offline AI-powered document search tool that guarantees data privacy while delivering rapid, accurate retrieval. Without such a tool, they face inefficiency and compliance risks.
IDEATION
Developing A Solution
To address the UI issues identified, we developed a solution centered on making DeepFile’s interface both visually distinct and functionally aligned with its unique capabilities. The previous design too closely mirrored generic AI chatbots like ChatGPT and DeepSeek, which diluted brand identity and failed to convey DeepFile’s specialized feature set. Our redesign introduced a modular dashboard layout that surfaces core capabilities- Secure GenAI, Smart Search, Folder Connection, and Multi-Lingual Processing—front and center. We restructured the navigation to prioritize document search as the default entry point, paired with guided prompts and subtle onboarding nudges to encourage feature discovery. Additional enhancements included context-aware tooltips, a more professional B2B visual language with trust-oriented colors, and a custom iconography set that reinforces DeepFile’s brand differentiation. By doing so, the new UI not only improves usability but also communicates DeepFile’s privacy-first, NDA-certified value proposition from the moment users log in.
IDEATION
Low-Fidelity Storyboard
Unlike a typical ground-up design, this project was a redesign of an existing product, which meant the focus wasn’t on building full low-fidelity wireframes but on creating functional prototype concepts to demonstrate how the app could evolve. Instead of detailing every screen in grayscale, I prioritized interactive, scenario-based mockups that showed the founders exactly how DeepFile could operate in a collaborative environment such as secure upload workflows, as well as a more intuitive document intelligence hub.
IDEATION
Design System
IDEATION
Inspiration
We drew heavily from Duo Mobile’s B2B strategy, which excels at blending technical credibility with user-friendly communication. Duo breaks down complex concepts like 2FA, builds trust through detailed testimonials paired with well-known brand logos, and positions itself as a partner that adapts to client needs.
For DeepFile, we applied these tactics by creating a testimonial spotlight from a law firm partner to highlight trust and real-world results, adding a clear “How It Works” section that simplifies technical processes with icons and plain language, and shifting our messaging to focus on adaptability to unique workflows and compliance needs.
ITERATION
Testing
As consultants working directly with the DeepFile startup team, our role was to deliver strategic design concepts rather than execute full testing cycles. Given the project’s short timeline, feedback was gathered primarily through direct presentations to the founders, with minimal hands-on user testing. The startup plans to conduct more comprehensive testing and user feedback sessions in future development phases beyond the scope of our engagement.
ITERATION
Changes
The notes below reflect observations on the current website’s primarily B2C design and key considerations that informed the high-fidelity redesign.
FINAL PRODUCT
High Fidelity
LOOKING FORWARD
Future Tasks
To build on the redesigned B2B direction, the next steps will focus on refining and evolving DeepFile’s design for maximum usability and impact:
Test Design Messaging Across B2B Channels
Run targeted campaigns showcasing new design elements- such as the streamlined upload flow and collaborative workspace- to see which visuals and UI narratives resonate most with business users.
Gather Design-Centric Feedback from Pilot Users
Invite a select group of businesses to use the redesigned interface, collecting feedback on layout clarity, feature discoverability, and visual hierarchy in real-world workflows.
Iterate on Website and UI Based on User Testing
Use pilot insights to fine-tune navigation patterns, optimize key interaction points, and enhance visual cues that guide users toward core features.
LOOKING FORWARD
Reflection
Interning in Berlin was honestly one of the most eye-opening experiences I’ve ever had. Being in a whole new country, surrounded by a completely different startup culture, pushed me to see design and AI in a totally new light. The energy in Berlin’s startup scene felt raw and fast-moving- everyone wore multiple hats, and design allowed me to build something that truly drove other businesses forward. I learned how much AI can transform workflows when it’s built thoughtfully, especially for industries where privacy is prioritized. More than anything, it taught me to be adaptable, to listen, and to approach problems with a mix of creativity and practicality. It changed the way I think about my work and the kind of designer I want to be!