KUKUI.COM
Creative Direction / Strategy / UX / Web Design
Creative Direction / Strategy / UX /
Web Design
Revitalized visual identity and streamlined UX/product marketing for a leading automotive SAAS company
Mobile-first unification of a disjointed editorial and e-commerce brand in the design space.
Revitalized visual identity and streamlined UX/product marketing for a leading automotive SAAS company
Project background
KUKUI, a longstanding CRM, website, and digital marketing provider for automotive repair shops dominated the industry for over a decade. However its brand and market perception was growing increasingly outdated among a wave of new competitors. So I was called upon to modernize the look and feel of the brand, and ended up also performing a strategic overhaul of their product marketing approach to stay competitive and relevant in the evolving market.
High-level goals
01 / USER EXPERIENCE
- Make it easy for customers to see which products were bundled together, and how the packages differed (this was nearly impossible on their previous version of the website)
02 / BRANDING
- Modernize and refresh the brand so it looked like a leading SAAS company in the year 2023
03 / TRAFFIC & CONVERSIONS
- Introduce more top-of-funnel CTAs
My role
I was responsible for everything from research evaluation to product marketing and UX strategy collaboration with the marketing team, plus information architecture, wireframing and the full visual design.
- Collaborated with internal stakeholders and marketing consultant to evaluate all research
- Collaborated with internal stakeholders and marketing consultant on high level UX and information architecture (IA) - simplified product marketing and path to navigate to the products
- Created new visual brand style guide
- Developed website wireframes and final visual design and handed off files to developer to build
- Tested site and collaborated with developer on punch list of changes up to, and following launch
Research methodology
- Analyze and leverage client’s buyer personas
- Heatmap (Hotjar) review of user behavior
- Google Analytics analysis review of user flow, pre-conversion drop off, popular pages/content
- Review SEO and Adwords data provided by client
- Competitive analysis
Launched: October 2023
