Mediaweb

When we started Mediaweb, we weren’t trying to build a generic creator tool

We were trying to solve a very specific workflow problem — and deciding how to solve it turned out to be more interesting than the initial idea itself.

I’m an engineer.
My co-founder is a content creator.

Watching how she actually worked made one thing obvious: most creator tools don’t fail because they lack features — they fail because they require too many decisions.

The real problem wasn’t “building a website”

Creators don’t struggle because they can’t technically build a website.

They struggle because:

• Every design choice takes time

• Small decisions pile up quickly

• Most tools assume you enjoy layout and structure

• Starting over always feels expensive

Even good tools like Canva or traditional site builders turn into time sinks when the goal is simply to present yourself professionally.

So we reframed the problem:

What if creators didn’t have to design their portfolio at all?

Why AI made sense — and where it didn’t

This is where AI actually made sense for us — not as a buzzword, but as a way to reduce decision-making.

Instead of asking creators to:

• Choose layouts

• Decide structure

• Start from a blank canvas

We wanted the system to:

• Generate a sensible structure

• Apply reasonable design defaults

• Get creators 80–90% of the way instantly

The key decision:
AI handles the starting point, not the final word.

Creators still need control.

Why we didn’t fully automate everything

Early on, we were careful not to turn Mediaweb into a black box.

Creators are different:

• Different aesthetics

• Different audiences

• Different needs

So alongside AI-generated websites, we built a full visual editor — allowing creators to tweak layouts, styles, and structure manually when they want.

AI gives momentum.
Manual control gives ownership.

Media kits revealed a second problem

While working on portfolios, another pain point kept showing up: media kits.

Creators were still:

• Screenshotting analytics

• Copy-pasting numbers

• Sending outdated PDFs

This wasn’t an AI problem — it was an integration and automation problem.

So instead of “AI-generated stats,” we focused on:

• Pulling real data

• Keeping it updated automatically

• Presenting it cleanly inside the portfolio

The combination mattered more than intelligence.

What we’re building now

Mediaweb today is:

• A tool for building portfolio websites

• AI-assisted at the structure and layout level

• Fully customizable visually

• Paired with an automatically updating media kit

We’re still early and learning fast, but framing the product around removing decisions instead of adding features has been the right call so far.

If you’re curious, we’re building this at Mediaweb.

Why I’m sharing this here

I’m posting this on Indie Hackers because a lot of people here are building tools for:

• Creators

• Freelancers

• Non-technical users

One thing we’ve learned early:

The biggest wins don’t come from adding power — they come from removing friction.

If you’ve tackled similar problems (or failed trying), I’d love to hear how you approached it.