Basedash recently made waves on Twitter with their new launch.

I immediately reached out to Kris Lachance (Head of Growth @ Basedash) for his first-hand insights into how this H1 came to be.

It was hard to settle on an H1 for this launch. Not for lack of inspiration, but because we had so many that we liked. Each iteration felt like it was “the one”.

Our main goal was how to storytell the product. We saw the opportunity that advancements in AI were opening up in what was previously a super crowded space, so we completely rebuilt the app we had spent 4 years working on. With this launch, it was important to us to nail the story and plant a flag for what we were trying to do. 

Some of the earlier headlines we had that we nearly went with were “Chart → Chat” and “Data has a new language. Yours.” Both of those speak to the core of what we’re doing and how we’re different - specifically that we are not just another BI tool, but rather we’re building a completely new platform where AI is central to the product experience.

We wanted to make it clear that we’re taking a more design-centric approach than the other apps in this space (when you think about BI tooling, the word “craft” does not traditionally come to mind). We felt that these captured what was different about our product while also taking a more creative, intuitive approach to marketing copy.

But since we made a new product, we ended up choosing “The AI-native Business Intelligence Platform” because we felt that it was most important to clearly tell our audience what the next version of Basedash looks like and to have them understand it as quickly as possible. And with that accomplished, we could go into the more creative elements of our storytelling - which is why most of the other options we had are actually still on the marketing site.

They also worked with Reboot Studio to help bring the new web design together with the copy.