Kajabi rebrand & UI redesign

2024 · Crafting a dynamic visual system for a new era

Product design

Design systems

Click around…

Kajabi rebrand & UI redesign

2024 · Crafting a dynamic visual system for a new era

Product design

Design systems

Click around…

Impact

Efficiency

Accelerated design and engineering velocity by overhauling the design system and reducing technical debt.

Retention

Improved D7 and D30 retention rates by reducing friction in core workflows through a more modern and intuitive Ul.

Improved

D7

and

D30

retention rates by reducing friction in core workflows through a more modern and intuitive Ul.

Conversion

Increased trial-to-paid conversion rates by enhancing trust and credibility with a polished, high-quality visual identity.

Context

In 2024, Kajabi undertook a full-scale rebrand. This wasn’t just a facelift, it was a strategic shift aimed at expanding our brand’s appeal, reinforcing trust and credibility, and ensuring a seamless, high-quality experience across all touchpoints.

We partnered with Gretel and Fuzzco to craft this new identity. While the marketing site and brand visuals were undergoing a transformation, the core experience our customers rely on daily needed to evolve alongside it.

That’s where I came in.

With an ambitious launch date set for early October, we had just over three months to take the brand refresh from a Figma file to a fully integrated, production-ready experience inside the Kajabi platform. No pressure.

My role

As the lead product designer on the rebrand, I was responsible for embedding the new identity into our product and design system. My role required translating a bold new look into practical, scalable design artifact — the kind that not only looked great but could actually be built.

This meant:

As the lead product designer on the rebrand, I was responsible for embedding the new identity into our product and design system. My role required translating a bold new look into practical, scalable design artifact — the kind that not only looked great but could actually be built.

This meant:

Owning all product design & design system work

Defining the phases of product & engineering implementation

Collaborating closely with product, engineering, brand, and senior leadership to ensure alignment

Delivering a cohesive, refreshed experience across the entire Kajabi platform

Before

After

Before

After

A design language with purpose

I led the effort to redefine Kajabi’s design language by translating the refreshed brand identity into a functional and scalable system for product. I extended the visual style guide into UI patterns that prioritize clarity, efficiency, and momentum for creators.

We restructured layouts to make better use of space, especially in data-dense areas like dashboards, allowing for faster scanning and more confident decision-making.

I refined iconography and removed redundant copy to create more action-forward interfaces. Motion, depth, and color were used with intent to signal interactivity, guide flow, and create a responsive feel without adding friction.

A dashboard that actually matters

A novel idea, huh? The main dashboard in Kajabi hadn't been touched in nearly 7 years (I know, lol). This surface became a proving ground for the new design language. We replaced the static, low-value experience with a dynamic, data-driven overview tailored to what creators actually care about: revenue trends, product performance, and subscriber growth.

The new layout makes better use of space, surfaces key insights at a glance, and gives users immediate access to deeper metrics. Every element reflects the updated design language: cleaner typography for scannability, purposeful use of color to guide attention, and subtle motion to create a sense of responsiveness. It turned the dashboard from a placeholder into a functional, high-signal hub for running a business.

I honestly never used the dashboard. It just felt like wasted space…nothing on it helped me understand how my business was doing.

Kathy Keats

I don't need a welcome message. I need to know what's working and what's not. Right now, the dashboard tells me nothing.

Lauren Goldstein

Before

After

Before

After

Momentum from the first click

Redefining the design language gave us the foundation to craft a far more intentional first impression for new users. We overhauled the sign-up and onboarding experience to feel cohesive with the marketing site while introducing real utility from the start. Instead of generic welcome screens, new creators are guided into meaningful action with a setup flow that builds product comprehension both visually and functionally.

The interface feels consistent, focused, and tailored, reducing drop-off and helping users build momentum early. By aligning the top of funnel experience with the core app, we closed the gap between promise and product.

Redefining the design language gave us the foundation to craft a far more intentional first impression for new users. We overhauled the sign-up and onboarding experience to feel cohesive with the marketing site while introducing real utility from the start. Instead of generic welcome screens, new creators are guided into meaningful action with a setup flow that builds product comprehension both visually and functionally.

The interface feels consistent, focused, and tailored, reducing drop-off and helping users build momentum early. By aligning the top of funnel experience with the core app, we closed the gap between promise and product.

The new onboarding actually made me feel like I knew what I was doing. I wasn’t just clicking around, I was building something right away.

Jackson Combs

Before

After

Before

After

Before

After

Before

After

Final thoughts

Being at the center of a company-wide transformation was both exhilarating and challenging. This project forced me to balance creative vision with technical constraints and quick execution with long-term scalability all while navigating the nuances of a high-profile rebrand.

It reinforced something I’ve always believed:

Being at the center of a company-wide transformation was both exhilarating and challenging. This project forced me to balance creative vision with technical constraints and quick execution with long-term scalability all while navigating the nuances of a high-profile rebrand.

It reinforced something I’ve always believed:

Good design isn't just about making things look better. It's about making things work better.

And in this case, we did both.

Want to learn more about this project? Let's chat!

Connect

Want to learn more about this project? Let's chat!

Connect

Special thanks

Though I focused on my role in the story, this wouldn’t have been possible without the talented UX team by my side. A heartfelt thanks to my collaborators and fellow builders. Roll the credits: Monica Wheeler, Court McFadzean, Julian Skinner, Phillip Lovelace, Chris Chung, Ashley Echols, Quinton Jason, Matt Patterson, Heather Haselwood, Gabriel Tayag, Christine Sun, Amy Lu

Impact

Efficiency

Accelerated design and engineering velocity by overhauling the design system and reducing technical debt.

Retention

Improved D7 and D30 retention rates by reducing friction in core workflows through a more modern and intuitive Ul.

Improved

D7

and

D30

retention rates by reducing friction in core workflows through a more modern and intuitive Ul.

Conversion

Increased trial-to-paid conversion rates by enhancing trust and credibility with a polished, high-quality visual identity.

Context

In 2024, Kajabi undertook a full-scale rebrand. This wasn’t just a facelift, it was a strategic shift aimed at expanding our brand’s appeal, reinforcing trust and credibility, and ensuring a seamless, high-quality experience across all touchpoints.

We partnered with Gretel and Fuzzco to craft this new identity. While the marketing site and brand visuals were undergoing a transformation, the core experience our customers rely on daily needed to evolve alongside it.

That’s where I came in.

With an ambitious launch date set for early October, we had just over three months to take the brand refresh from a Figma file to a fully integrated, production-ready experience inside the Kajabi platform. No pressure.

My role

As the lead product designer on the rebrand, I was responsible for embedding the new identity into our product and design system. My role required translating a bold new look into practical, scalable design artifact — the kind that not only looked great but could actually be built.

This meant:

Owning all product design & design system work

Defining the phases of product & engineering implementation

Collaborating closely with product, engineering, brand, and senior leadership

Delivering a refreshed experience across the entire Kajabi platform

Before

After

A design language with purpose

I led the effort to redefine Kajabi’s design language by translating the refreshed brand identity into a functional and scalable system for product. I extended the visual style guide into UI patterns that prioritize clarity, efficiency, and momentum for creators.

We restructured layouts to make better use of space, especially in data-dense areas like dashboards, allowing for faster scanning and more confident decision-making.

I refined iconography and removed redundant copy to create more action-forward interfaces. Motion, depth, and color were used with intent to signal interactivity, guide flow, and create a responsive feel without adding friction.

A dashboard that actually matters

A novel idea, huh? The main dashboard in Kajabi hadn't been touched in nearly 7 years (I know, lol). This surface became a proving ground for the new design language. We replaced the static, low-value experience with a dynamic, data-driven overview tailored to what creators actually care about: revenue trends, product performance, and subscriber growth.

The new layout makes better use of space, surfaces key insights at a glance, and gives users immediate access to deeper metrics. Every element reflects the updated design language: cleaner typography for scannability, purposeful use of color to guide attention, and subtle motion to create a sense of responsiveness. It turned the dashboard from a placeholder into a functional, high-signal hub for running a business.

I honestly never used the dashboard. It just felt like wasted space…nothing on it helped me understand how my business was doing.

Kathy Keats

I don't need a welcome message. I need to know what's working and what's not. Right now, the dashboard tells me nothing.

Lauren Goldstein

Before

After

Momentum from the first click

Redefining the design language gave us the foundation to craft a far more intentional first impression for new users. We overhauled the sign-up and onboarding experience to feel cohesive with the marketing site while introducing real utility from the start. Instead of generic welcome screens, new creators are guided into meaningful action with a setup flow that builds product comprehension both visually and functionally.

The interface feels consistent, focused, and tailored, reducing drop-off and helping users build momentum early. By aligning the top of funnel experience with the core app, we closed the gap between promise and product.

The new onboarding actually made me feel like I knew what I was doing. I wasn’t just clicking around, I was building something right away.

Jackson Combs

Before

After

Before

After

Final thoughts

Being at the center of a company-wide transformation was both exhilarating and challenging. This project forced me to balance creative vision with technical constraints and quick execution with long-term scalability all while navigating the nuances of a high-profile rebrand.

It reinforced something I’ve always believed:

Good design isn't just about making things look better. It's about making things work better.

And in this case, we did both.

Want to learn more about this project? Let's chat!

Connect

Special thanks

Though I focused on my role in the story, this wouldn’t have been possible without the talented UX team by my side. A heartfelt thanks to my collaborators and fellow builders. Roll the credits: Monica Wheeler, Court McFadzean, Julian Skinner, Phillip Lovelace, Chris Chung, Ashley Echols, Quinton Jason, Matt Patterson, Heather Haselwood, Gabriel Tayag, Christine Sun, Amy Lu