Vimi: a playful website built around a parent’s decision
Taurist helped shape a website for a children’s math app—balancing a playful visual world with the clarity parents need to take the next step.
On this page
A children’s learning app has two audiences: the child who will use it and the parent who decides whether to try it. For Vimi, that distinction shaped the website. It needed to feel inviting to young learners while helping parents understand the product and find their way to the app.
The project
Vimi is a personalized AI math-tutoring app for children. The website introduces the experience and gives families a route into the product. Its role is to help visitors understand what the app offers before asking them to take that next step.
The challenge: speaking to two audiences
The central challenge was messaging and positioning. A playful website could attract a child’s attention, but parents needed a clear explanation of the product. The experience had to serve both audiences without becoming complicated.
That meant keeping the structure simple, making the product’s purpose easy to grasp, and giving the tailored visual assets room to bring Vimi’s personality into the page.
From research to a clear page structure
Taurist handled website competitive research, information architecture, website design and development coordination. We used that work to shape how the product was introduced and how visitors moved through the page.
The resulting structure moves through the app’s features, how it works, the thinking behind it, a comparison with traditional tutoring and common questions. Each section gives visitors another piece of context before the next call to action.
Moxie Method handled brand research, branding, asset creation and development. The partnership brought Vimi’s visual world and the website experience together.
A playful identity with a practical purpose
The octopus character, colorful learning cards and bright palette make the website feel connected to the app children will use. Alongside that personality, the page gives parents an organized way to explore the product.
The goal was to make the two sides work together: an experience children could recognize and enjoy, and a decision parents could understand.
In partnership with Moxie Method
Taurist led website competitive research, information architecture, website design and development coordination. Moxie Method brought brand research, branding, asset creation and development to the project.
The website today
The website is live at heyvimi.com (opens in a new tab), with prominent calls to download the app. This retrospective looks at the research, structure and design behind that experience: a website that introduces Vimi, answers questions and connects visitors with the product.
In partnership with Moxie Method. Taurist: website competitive research, information architecture, website design and development coordination. Moxie Method: brand research, branding, asset creation and development.