Landing

Beautiful — and the three fastest-looking ways in are all dead ends.

2 Blockers3 Friction2 Polish

app.vicino.ai

The hero as it opens. Type anything and it is replaced by a demo carousel for a different brand.

app.vicino.ai

Vicino

Brand setup

The system

Your brand,
decoded.
Your channels, run.

Vicino reads your brand the way a strategist would, sets up your Monitoring Plan, and helps run every channel — post by post.

See how it works Sample report ↗

1Analyze 2Strategize 3Publish

Brand profile

Brand intelligence

Voice, audience, positioning and competitive set — every line traced back to the source it came from.

12 sections 180 sources Ready in ~3 min

Give Vicino one thing to read

Any one is enough

https://www.on.com/ Reachable

✓ 312 pages found · voice, products and positioning are all readable here

or add more

Brand guide, deck or past campaign

PDF, DOCX, PPTX or text · up to 5 files, 30 MB total

Browse

or

On is a Swiss performance running brand built on a simple engineering hook: patented “Cloud” cushioning that stays firm underfoot until impact, then softens on landing before firming again for push-off.

+ Audience + Voice + Goals

Chips insert a labelled section and jump the cursor there. 564 / 5,000

Get started Ready — 1 source. Add a brand guide for a sharper voice read.

Hero stays put. The demo becomes a steerable strip. One requirement, two optional boosters — and no scroll.

What changed

Page grows a scrollbarLocked to one viewport

Dots you can’t clickNamed, clickable steps

Chips do nothingChips write into the brief

Three ambiguous inputsOne requirement, marked “or”

No URL checkVerified before you commit

Counter over the textCounter below the field

02

Connect accounts

A good idea — use the wait — laid out as two panels that trade places between states.

1 Blocker3 Friction2 Polish

app.vicino.ai/onboarding

Connecting. Skip, and this card jumps to the vertical centre — 300px from where it was.

03

Follow-up · brand direction

Every option cites the evidence it came from — the best idea in the flow, in 122px cards.

4 Friction1 Polish1 Keep

app.vicino.ai/onboarding

Four options plus a free-text row fill the viewport, so the second question sits entirely below the fold.

04

Follow-up · corporate facts

“I don’t know” is the biggest button on the page — and the drafted answers are clipped mid-word.

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app.vicino.ai/onboarding

Vicino can clearly write these. Each answer is cut off with no wrap and no expand — “IPO’d in Septer…”.

app.vicino.ai/onboarding

Vicino

Brand setup

Brand Profile

Last step before your report

Connect accounts

Follow-up question(s)

Brand report

Access

Monitoring Plan

90-Day Strategy

Daily Report

Question 4 of 4 · company facts 1 confirmed · 2 drafted · 0 unknown

Three facts about On — check my work

I drafted these from public sources. Confirm what’s right, fix what isn’t, and leave anything you’d rather not store.

Is On publicly traded, private, or owned by a parent? Vicino’s draft

On Holding AG is a publicly traded Swiss company listed on the NYSE under the ticker ONON. Founders Olivier Bernhard, David Allemann and Caspar Coppetti retain significant voting control through Class B shares.

Source — on-running.com/investors · SEC filings · read 2 min ago

✓ Confirm Edit I don’t know — leave as Unknown

Confirmed

Which markets does On operate in?

EMEA, Americas and Asia-Pacific — direct-to-consumer plus wholesale, HQ in Zurich.

Change

Draft

What stage is the company at?

Public company — past the venture funding stages entirely. IPO September 2021.

Review

← Back Unknown is fine — it just won’t be stored as fact. Confirm all & continue

The draft becomes the primary object, shown in full with its source. Confirmed questions collapse away.

What changed

“I don’t know” is primaryDraft is primary; skip is a link

Clipped mid-wordFull answer, wrapped

No provenanceSource + timestamp

“3 of 3 answered”1 confirmed · 2 drafted

A wall of identical cardsAnswered rows collapse

Pressure to invent“Unknown is fine”

05

Optional upload

The disabled primary sits directly above the only action that actually works.

2 Friction2 Polish

app.vicino.ai/onboarding

With no files attached, the largest control on the page cannot be used.

06

Brand report · the waiting room

The wait itself is fine. It’s a scrolling log where a state model belongs — so you can’t tell how many steps there are, or how far along you got.

Scope — The 30-minute run and the “Awaiting your input” spinner in this capture were a local ddev problem, since fixed. These are the design-level notes only.

4 Friction2 Polish

app.vicino.ai/onboarding

Mid-run. The body streams event lines; the rail shows a separate, unrelated summary.

07

Generation failed

Calm and well written — but the button says retry and opens a paywall, and the rail forgets where you were.

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app.vicino.ai/onboarding

One card on an empty page. All four sub-steps have gone grey, so you can’t tell what failed or what survived.

08

The plan gate

Payment, at the moment the product has delivered nothing. The only way out is Sign out.

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app.vicino.ai/onboarding

A white sheet inset from the edges — no scrim, the rail bleeding through, a blurred card under the bottom.

app.vicino.ai/onboarding

Vicino

Brand setup

Brand Profile

Monitoring Plan

90-Day Strategy

Your Brand Profile is ready

Here’s what Vicino found about On

Twelve sections, every claim traced to a source. Read the first three now — choose a plan to keep the rest, plus monitoring and your 90-day strategy.

Read now — free

01 · Brand voice9 sources

Technical but unshowy. On writes like an engineer explaining a decision, not a marketer selling one — short declaratives, named technologies, almost no superlatives.

02 · Audience14 sources

Runners across road, trail and race-day goals — with a growing secondary audience buying the silhouettes for everyday wear, visible in 38% of the community posts we read.

03 · Competitive set21 sources

Hoka is the closest rival on cushioning language; Nike and Adidas own race-day; Salomon leads trail. On’s open ground is the crossover between technical running and daily wear.

04 · Positioning & whitespace

The category is converging on cushioning claims, which means the durable position is not the foam itself but the engineering culture behind it — a story only On can tell credibly.

🔒 Sections 04–12 · Monitoring Plan · 90-day strategy

Choose how to continue

Monthly Annual −20%

ProRecommended $99/mo

Everything one operator needs: 2 brands, daily monitoring, and roughly 12 full brand profiles a month.

Start 7 days free

Card required · cancel any time · nothing charged for 7 days

Team

3 seats · 3 brands · ~40 profiles / mo

$299/mo Choose

Agency

10 seats · 10 brands · managed service

$699/mo Choose

Not now — email me my profile Have a promo code?

Three real sections of the profile first, the paid boundary shown rather than described, a trial, a real exit.

What changed

Price before proofThree sections, free

Explaining the backgroundA blurred section 04

An inset sheetScrim, focus trap, Esc

“3,000 credits”“~12 profiles a month”

Promo bar on topA link in the footer

Sign out to leave“Not now — email me my profile”

09

Access granted

The calmest screen in the flow, celebrating billing eligibility instead of the thing just built.

1 Friction2 Polish1 Keep

app.vicino.ai/onboarding

A single centred card — the right pacing, attached to the wrong news.

10

Monitoring Plan · review

The best-argued screen in the product, with a black bar parked on top of it for the entire scroll.

1 Blocker3 Friction2 Polish2 Keep

app.vicino.ai/onboarding

The action bar is already covering the “This first pass” row before the user has scrolled a pixel.

app.vicino.ai/onboarding

Vicino

Brand setup

Brand Profile

Monitoring Plan

Review & start

90-Day Strategy

Daily Report

Vicino AI setup

Two things are now watching your market.

Trend research looks outward at your category; daily monitoring listens for your own names.

Research

Market trends

Refreshed daily · runs before your strategy Edit

Researched from your brand profile These lines are what the research reads — change them and the trends change.

Identity

A Swiss performance running brand built on patented CloudTec® cushioning. Show all →

Audience

Runners across road, trail and race-day goals, plus everyday wear. Show all →

This first pass Past 30 days Enough history to tell a real shift from a quiet week.

Every day after Past day, ~11:30 PM America/Los_Angeles · new findings arrive in Signal → Trends.

Listening

Daily monitoring

Delivers daily · 08:00 Edit

Brand

Mentions · sentiment · community

Competitors

Launches · pricing · share of voice

Risks

Sentiment spikes · complaints · threats

Reviewed 1 of 2 · scroll to check daily monitoring

Confirm & build strategy

96px of scroll padding, per-section Edit, expandable evidence, neutral category labels, a progress-aware bar.

What changed

Bar covers content96px of scroll padding

One ghost Edit at the bottomEdit in every section header

Truncated evidence“Show all →”

Green/blue as taxonomyNeutral eyebrows

“Ready?” from pixel one“Reviewed 1 of 2”

11

Edit monitoring

The review page lists four risk triggers. The editor opens with Risks completely empty.

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app.vicino.ai/onboarding

Left column 40% empty, right column overflowing, and six identical “+ Add keyword” rows.

app.vicino.ai/onboarding

Vicino

Brand setup

Editing your plan

On Monitoring

4 keyword sets · 1 crawl · 1 report a day

Brand What people say about you

On ✕ On Running ✕ CloudTec ✕ + Add term

Risks What you’ll want to catch early 4 active

Negative sentiment spikes sudden drops in tone

Customer complaints issues gaining traction

Reputation risks claims & safety threads

Competitive threats rivals bidding on your terms

+ Add trigger

Competitors What your rivals are up to 6

Hoka 2 kw ✕ Nike 3 kw ✕ Adidas ✕ Asics ✕ Salomon ✕ New Balance ✕ + Add competitor

Where we listen

Instagram

X

Facebook

TikTok

English ✕ + Language + Region More options ⌄

Changes apply to tomorrow’s 08:00 report. Cancel Save changes

Risks pre-filled from the plan. Competitors as chips. Platform state readable at a glance.

What changed

Risks emptyFour triggers, checked

A faint tintCheckbox + fill + border

Lopsided columnsBalanced, no inner scroll

Six ghost rowsChips with keyword counts

BlurScrim + Esc

No consequence“Applies to tomorrow’s 08:00”

12

90-Day Strategy · goal

Clean and fast. Then Continue is disabled while the best available default sits next to it as a grey link.

2 Friction2 Polish1 Keep

app.vicino.ai/onboarding

Four goals and an optional free-text row. “Let Vicino decide” is styled quieter than the dead button.

13

90-Day Strategy · channels

Five cards, nothing preselected, and a disabled button — after Vicino already decided which channels matter.

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app.vicino.ai/onboarding

0 selected. The Monitoring Plan two steps earlier already chose Instagram, X, Facebook and Reddit.

14

90-Day Strategy · drafting

The screen the Brand Profile step should have been — it waits and asks at the same time. The fix already exists.

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app.vicino.ai/onboarding

“Market research is running. Answer the questions below and I’ll start drafting the moment both are done.”

15

90-Day Strategy · the document

Genuinely excellent — a real strategy document. And the section bar covers the page it is asking about.

3 Friction2 Polish3 Keep

app.vicino.ai/onboarding

Section nav, per-section review, and a bar repeating “Does X look right?” for all seven sections in turn.

16

Daily Report · first report

The payoff, and the strongest writing in the product. It just never says what a quiet day looks like.

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app.vicino.ai/onboarding

$Daily Report · first report as built$

“Your monitoring is live. Here’s what we found today.” Serif display, a risk card, then the full report.

17

Setup complete

A genuinely great ending — and the first fully honest promise in the flow: nothing goes live.

1 Friction2 Polish2 Keep

app.vicino.ai/onboarding

“Brand & strategy locked. Now watch Vicino actually build.” A sample campaign, or skip to the workspace.

18

Password reset

A pure-black page with no logo and no Manrope. It belongs to a different product entirely.

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app.vicino.ai/reset-password

#000 ground against a #f4f7f7 product. No brand mark, no account, no requirements, no way back.

Pulse Onboarding,
end to end.

Eighteen screens, in the order a customer meets them

Landing

Your brand,
decoded.
Your channels, run.

Connect accounts

Follow-up · brand direction

Who is On’s primary audience?

Follow-up · corporate facts

Three facts about On — check my work

Optional upload

Anything else I should learn from?

Brand report · the waiting room

Building your Brand Profile

Generation failed

The plan gate

Access granted

On, decoded.

Monitoring Plan · review

Two things are now watching your market.

Edit monitoring

90-Day Strategy · goal

What’s the main goal for the next 90 days?

90-Day Strategy · channels

Which channels should we plan for?

90-Day Strategy · drafting

90-Day Strategy · the document

Your 90-day brand strategy

Daily Report · first report

Your monitoring is live.
Here’s what we found today.

Setup complete

Brand & strategy locked.
Now watch Vicino actually build.

Password reset

Set a new password

Pulse Onboarding,end to end.

Eighteen screens, in the order a customer meets them

Landing

Your brand,decoded.Your channels, run.

Connect accounts

Follow-up · brand direction

Who is On’s primary audience?

Follow-up · corporate facts

Three facts about On — check my work

Optional upload

Anything else I should learn from?

Brand report · the waiting room

Building your Brand Profile

Generation failed

The plan gate

Access granted

On, decoded.

Monitoring Plan · review

Two things are now watching your market.

Edit monitoring

90-Day Strategy · goal

What’s the main goal for the next 90 days?

90-Day Strategy · channels

Which channels should we plan for?

90-Day Strategy · drafting

90-Day Strategy · the document

Your 90-day brand strategy

Daily Report · first report

Your monitoring is live.Here’s what we found today.

Setup complete

Brand & strategy locked.Now watch Vicino actually build.

Password reset

Set a new password

Pulse Onboarding,
end to end.

Your brand,
decoded.
Your channels, run.

Your monitoring is live.
Here’s what we found today.

Brand & strategy locked.
Now watch Vicino actually build.