Krishna Bhupathi
Hyderabad 10:30 IST
All work
Concept, self-initiated
A landing page for an AI tool that sorts overnight support tickets. The hard part wasn’t the features. It was getting a support lead to trust a model with their customers.
Role
Positioning, copy, visual identity, design and build
Timeline
1 week
Tools
Figma, Framer, one React code component
Status
Concept. Not a real product or client
The hero. The demo on the right is live: tickets arrive, show why they were routed, and drop into a queue.
The brief
Support leads are the buyers. They’ve seen AI tools send confident, wrong replies to customers, so the page has one job: show that Sorta explains every decision and never acts alone.
Success meant a visitor could answer three questions within the first screen: what it does, why they should trust it, and how to try it.
What I did
• Wrote the positioning and every line of copy, starting from the objection (“I can’t see why it did that”) instead of the feature list.
• Built a visual identity from mail-sorting rooms: pigeonholes, routing labels, postal blue, signal red, label yellow.
• Designed and coded the live sorting demo, with a still version for people who prefer reduced motion.
• Designed the rest of the page: how it decides, the morning digest, control, pricing, FAQ and the waitlist.
• Made it responsive down to 390px.
Three decisions
1. The hero shows the product working
Instead of a screenshot, the hero runs a small sorting room. Every ticket gets a yellow label with its reason before it drops into a queue. The main objection is answered in about three seconds, without reading a word.
Ticket label, as shown in the demo
Checkout fails on Safari
Urgent: 11 similar reports since 01:40
2. A world borrowed from the mail room
AI products tend to look the same: dark backgrounds, glowing gradients. Sorting mail is the honest metaphor for what Sorta does, so the palette and the four-square logo come from pigeonholes and routing labels.
Palette
Funnel Display, headings
Sorted by 8:00
3. Trust before pricing
The “You stay in control” section sits before pricing, and “Nothing is sent without approval” appears inside the demo itself. A buyer who isn’t convinced yet never reaches a price.
Page order
Hero with live demo
How Sorta decides
The morning digest
You stay in control
Pricing
FAQ and waitlist
How it’s built
• Sorting demo: a React code component with a small state machine (arrive, read, route), and a static fallback for reduced motion.
• Waitlist: a Framer form posting to a webhook that adds the contact to HubSpot. In this concept it only shows the success message.
• Pricing and FAQ: components with variants, so the content can be edited without touching the layout.
• Scroll motion: Framer Appear effects with short distances and staggered timing.
Result
This is a concept, so there are no customers or numbers to report.
If it shipped, I’d measure how many visitors join from the hero compared with the final call to action, and how far people scroll before joining. That would show whether the live demo does the persuading.