Designing a startup accelerator

A digital experience that made innovation programs easier to discover and join.

AB-InBev launched 100+ Accelerator, an initiative that attracts and accelerates startups with high-impact solutions. The challenge was to turn a complex program (applications, selection, cohorts, partners, FAQs, and news) into a clear, reliable experience across web and app.

The program served multiple audiences (startups, partners, and the internal team) across many sections, creating three common risks:

• Information overload: too many pages and content that was difficult to scan.
• Unclear journey: startups lacked a clear path to understand "what it is" and "what to do next."
• Web/app inconsistency: disconnected experiences that undermined trust and adoption.

Create an experience that:

• Explains the program in seconds (what it is, who it's for, and its benefits).
• Guides startups through a clear flow from discovery → evaluation → participation.
• Establishes a reusable UI foundation (components) that scales across content (cohorts, news, partners, FAQs).
• Maintains a corporate yet innovative tone aligned with AB-InBev.

Clear content hierarchy: each section answers a question ("what is it?", "how does it work?", "who's behind it?").

• Card-based content for cohorts and news: reduces friction and supports exploration.
• Consistent web/app navigation and layout patterns: build familiarity and trust.
• Credibility-led design: make partners, team, and history visible to reduce uncertainty (key for startups evaluating programs).