PRODUCT DESIGN
Summit
Growing consumer brands for AI search engines.
ROLE
Co-Founder & Product Designer
TIMELINE
Sep 2025 - Ongoing
TEAM
Lucas Rival (PM)
Ka'ren Mkrtchyan (Dev)
Amir Mamoon (Dev)
TOOLS / SKILLS
0 to 1 Product Design
User Research
Brand Design
01 — CONTEXT
Learning to be a founder first, designer second.
On September 2025, I was placed into a 10-week startup incubator, forming a team of 2 developers and a product manager. We pitched a new product idea every week, had hundreds of user interviews, and endless scrapped ideas!
02 — PROBLEM
There's a new age of marketing.
Having worked in marketing and growth roles across a range of brands, I’ve seen firsthand how ambiguous earning visibility is for brands—keywords, backlinks, page position, etc. Entire strategies have been built around clicks and website traffic.
But in AI search, there are no pages to scroll. There’s just one answer–and it’s generated. Visibility is no longer about ranking, it’s about being included. For growing brands, that shift is everything: if they’re not generated, they’re not discovered.
03 — RESEARCH
The problem isn't awareness—it's execution.
GEO feels out of reach for consumer brands. After speaking with many founders of consumer brands, it became clear that while GEO is a rapidly growing industry, it’s still unfamiliar territory for non-technical teams.
Founders don’t want tools–they want it handled. Across conversations, a consistent pattern emerged. Founders aren’t looking for another platform to learn; they want it done for them. ALL of them expressed willingness to pay more for a done-for-you approach.
04 — SOLUTION
Introducing Summit: A hands-on system for GEO
Instead of building another GEO tool, we took a different approach. Introducing Summit—A consultancy-first model that works directly with brands to improve how they show up in AI search. We handled client execution end-to-end, developing tailored strategies for each brand so founders didn’t have to navigate GEO themselves.
Defining where to show up.
First, the brand founder defines where they want to show up. Instead of chasing keywords, they select the market niches they want to own—making GEO focused and intentional, not overwhelming.
Making visibility visible!
From there, the founder gets a clear view of their AI visibility. Summit surfaces online, how often and where your brand appears across AI platforms. At the same time, this gives Summit's team a shared view into performance, helping guide which strategies to focus on next.
Understanding what’s driving it.
As visibility evolves, the founder can see how things change over time—across platforms, prompts, and sources. This makes it easier to connect what’s being done to how the brand is showing up, while giving Summit's team deeper insight into what’s actually driving results.
