Tractable
Helping a fast-growing AI unicorn make sense of its expanding ecosystem
Industry
Technology
Location
New York
Amsterdam
Deliverables
UI & UX Design
Product Design
Design System
Tractable is an AI company transforming how insurers and automotive businesses assess and process damage, using computer vision to bring speed, accuracy, and automation to complex workflows.
With a growing product suite and increasing global adoption, Tractable required a digital platform that could clearly communicate the depth and capability of its technology. While the brand identity had been established by Pentagram, the challenge lay in translating this into a cohesive digital experience that could support multiple products, audiences, and use cases.
We were engaged to lead digital strategy and design, shaping the user experience, information architecture, and interface design to create a platform that reflects both the sophistication of the technology and the clarity required to engage a commercial audience.
Our approach began with a deep exploration of Tractable’s product ecosystem, defining user groups, journeys, and content priorities across a complex and evolving offering. Working from the foundations of the Pentagram identity, we developed a comprehensive digital design system that could scale across the website and future product touchpoints.
A key focus was structuring information in a way that made advanced AI technology accessible without oversimplifying it. We established a clear content hierarchy and navigation framework, enabling users to move intuitively between products, industries, and use cases, while maintaining a strong sense of coherence across the platform.
The design system extends the brand into a digital context, introducing a refined approach to typography, layout, and interaction that supports both clarity and expression. This system underpins a fully bespoke website, designed to handle depth and complexity while remaining focused and easy to navigate.
The result is a platform that brings structure to a sophisticated product suite, positioning Tractable as both a technology leader and a commercially credible partner within its sector.
