KODE.link (Product of Persollo) is a subscription-based link-in-bio platform that allows creators and businesses to design personalized landing pages with premium themes, manage content through an advanced dashboard, and purchase custom domains, QR codes, and digital business cards. I joined the project to refine the product’s UX and establish a cohesive design system for scalable future development.

Problem

When I joined the project, the product suffered from a lack of visual consistency across interfaces and a complex, fragmented user flow. Inconsistent UI components and disconnected design patterns led to user confusion and reduced conversion rates during key actions—such as upgrading plans, customizing themes, or purchasing domains.

Solution

To address these issues, I first performed a UX audit to identify weak points in the user journey, then developed hypotheses on how to simplify navigation and interaction patterns. I built a unified design system to bring visual and structural consistency across all product screens and redesigned the main user flow for clarity and speed. By aligning branding, UI, and UX under a single framework, the platform became more intuitive, cohesive, and visually reliable.

My Role & Process

UX Analysis & Flow Optimization

• Conducted a full audit of the onboarding and customization flow to identify friction points.

• Mapped existing user journeys and created hypotheses on how to simplify navigation between core features (dashboard → subscription → customization → publishing).

• Proposed a step-by-step improvement roadmap focused on reducing cognitive load and clarifying call-to-action hierarchy.

Design System Creation

• Developed a scalable design system in Figma that unified typography, spacing, color tokens, and components (buttons, forms, cards, modals, pricing elements).

• Introduced clear naming conventions and documentation to ensure alignment between design and development teams.

• Built reusable UI kits for landing pages, subscription plans, and dashboard modules to speed up design iterations.

UI & Brand Identity Unification

• Redesigned the visual style to reflect a more premium and trustworthy brand, aligning with the paid-subscription model.

• Unified iconography, grid structure, and interaction patterns for consistency across web and mobile versions.

• Created updated layouts for the dashboard, custom theme gallery, and domain purchasing flow.

Testing & Iteration

• Used internal testing sessions and user feedback to validate the new flow and refine pain points in real time.

• Adjusted microcopy and visual emphasis in the subscription and checkout steps to guide users through the process more intuitively.

Outcomes

• Established a consistent design language that improved usability and brand perception.

• Simplified the onboarding and customization experience, reducing drop-offs during subscription and setup.

• Enabled faster feature rollout by creating a unified design system used across multiple modules.

• Delivered a polished, professional UI that matched the product’s premium positioning.