The booth demo site
An AI content company needed something to put on a screen at MAICON, a US marketing and AI conference. The product turns one long recording into twenty short assets. Explaining that in a hallway conversation takes five minutes. This site did it in about fifteen seconds.
the stand, 2023
Fifteen seconds, standing up
A trade show stand is a hostile design brief. Nobody sits down. Nobody scrolls patiently. Most people are walking past on the way to a talk, and the ones who stop are half-listening while they read the banner behind you.
So the site could not be a website in the normal sense. It had to work as a visual aid a salesperson gestures at, on a screen and on two iPads, with the product's whole value legible from the aisle.
The brief was not to explain how the AI works. It was to show what it delivers. Nobody at a stand cares about the model or the pipeline. They care what comes out the other end and whether it is worth having, so the entire site is built to make that value visible rather than described.
One input, twenty outputs
Three source recordings up top. Everything below is what the product made from them.
wireframed from the 2023 build. every block on the right is one output type the product generates.
Designing for a walk-past
"Outputs: 20" sits on every source card in large type, with the eight formats listed underneath. The number is the pitch. Everything after it is proof, not persuasion.
A keynote, a podcast and a webinar side by side. Whoever stops at the stand recognises at least one as the kind of content they already make, which does the "this applies to me" work without a conversation.
Every clip on the page plays. Not a video of a product tour, the actual generated assets. On a stand, the fastest way past scepticism is letting someone press play themselves.
Highlights, Summary, Snippets, AI Video, eBook, Blog Post: each gets its own labelled block in one long scroll. A salesperson can jump to whichever format the person in front of them cares about and skip the rest.
The magenta bar with CONTACT US stays pinned at the top of every screen. Conversations at a stand end abruptly, so the next step has to be reachable at any moment, not at the bottom of the page.
Name, company, role, email, number. Enough for sales to qualify and follow up, short enough to finish standing at a counter with a coffee in one hand.
The whole point was the form
A demo that impresses and collects nothing is a nice afternoon. The site existed to turn the moment of "oh, that is what it does" into a name in a follow-up list.
Plain heading, one line explaining why the fields are being asked for, five inputs, one button. No multi-step wizard, no marketing consent maze. On a conference floor the form competes with the next talk starting in four minutes.
Please complete the form below so we can better understand your business, and we will contact you to discuss how we can help with your content needs.
On the floor
The site ran at MAICON in 2023, on the stand monitor and on iPads the team handed to people. It was the fastest way we had to answer "so what does it actually make", and it did that job without anyone needing to log into the product.
The lesson I kept: a demo site is a sales tool with a URL, not a small website. Judge it on whether someone standing up, distracted, in a loud room, understands what they would get. Showing the value beat explaining the technology every single time.