Problem

Spreadsheets are already a solved mental model. Everyone knows Excel and Google Sheets.
Our challenge wasn’t to explain a spreadsheet.
It was to explain why this one is fundamentally different, without overwhelming users with technical explanations or AI jargon.

The risk:

If the message wasn’t immediately clear, the product would be seen as “another SaaS automation gimmick”, not a category shift.

Core Positioning

“Your Spreadsheet. Finally Intelligent.”

We explored multiple positioning angles:

• speed

• accuracy

• AI capability

• automation

• “spreadsheet assistant”

The winning angle was clarity and disruption: this isn’t a plugin, a bot, or a feature, it’s a new category: an intelligent spreadsheet.

Key Design Decisions

Decision 1 : Product UI first, Instead of stock imagery

• We used real interface screenshots as the primary visual language.

• This reduced abstraction and helped users immediately understand what Sigma actually is.

Decision 2 : Focus on Clear, Practical Messaging Instead of Technical Complexity

• content structured to explain capabilities in plain English without overwhelming users with technical terms or AI language.

• Feature descriptions with a real use case for immediate understanding of why it matters and how it applies to their workflow.

Decision 3 : The waitlist button is everywhere

• Since the product is in pre-launch, the goal isn’t conversion to purchase

• Waitlist CTA appears in predictable intervals throughout the page

• So the CTA shifts from “sell” to “qualify interest”.