Shaping an AI concierge for e-commerce.
Kodif’s product had outgrown its brand. I redesigned the website and built the growth assets to close the gap.
- Role
- Product Designer (Intern)
- Mentor
- Marcos Moreira, Lead Product Designer
- Team
- Growth & Product Design
- When
- Summer 2025 · Palo Alto, CA
- Live
- kodif.ai
The product had evolved faster than the brand.
why a redesign
A story that had fallen out of step.
Kodif had become deeply specialized for e-commerce while the website still told a broad SaaS story. This wasn’t a repair job. It was about elevating Kodif’s story, sharpening the brand, and opening new ways for customers to engage.
the challenges
Three gaps to close at once.
A brand behind its product
Kodif had quietly specialized into e-commerce AI, but the website still told a generic SaaS story. The job was closing that gap.
Integrations no one could find
Enterprise clients struggled to discover and set up third-party connections. Setup had to get out of its own way.
Growth needed assets
Sales and events needed collateral that read as one brand: one-pagers, emailers, and conference giveaways.
the work
One brand, from landing page to tote bag.
I realigned the landing page to the AI-concierge story, rebuilt the integrations flow to cut setup friction, and produced the growth system: one-pagers, event emailers, and conference collateral, benchmarked against the field and built with the growth team.
Toggle between the original site and the redesign. Scroll within the window to explore the full page.
The site’s capabilities ship as one component, four states. Same pattern, four AI roles, switchable:
One-pager cover
Strategy funnel
End-to-end AI stack
Why Kodif
Partners & proof
Client communication designs shipped for JustFoodForDogs, Dollar Shave Club, Liquid IV, Million Dollar Baby, Good Eggs, Fellow, Aura, Vegamour.
revised brand guidelines
The redesign, codified.
The pieces a team keeps reaching for: a color palette, the semantic tokens that map color to meaning, and a type scale, so every new page ships on-brand without guesswork.
Color · neutrals
white
50
100
200
300
400
500
600
700
800
900
950
black
Color · brand hues
Blue
500 · #149bfa
Red
500 · #ef4444
Orange
500 · #ff6105
Amber
500 · #f59e0b
Green
500 · #22c55e
Pink
500 · #fb39c4
Lime
300 · #ecfb55
Semantic styles
Text
gray/950
Action
orange/600
Info
blue/600
Accent
pink/700
Success
green/700
Warning
amber/700
Error
red/600
Muted
gray/400
Border
gray/100
BG warm
orange/25
Radius
DEFAULT
4px
lg
8px
xl
12px
2xl
16px
3xl
24px
full
∞
Type scale
Heading / 5xl
TWK Lausanne · 400 · 36/48
Human touch.
Heading / 3xl
TWK Lausanne · 500 · 24/32
Superhuman speed.
Heading / xl
TWK Lausanne · 500 · 18/22
Get the story behind the stats.
Body / base
Inter · Medium · 14/20
In your customer's corner, every step of the way.
Body / sm
Inter · Medium · 12/16
Smarter conversations. Happier customers.
Body / mono
SF Mono · Regular · 14/16
kodif.ai
principles
Five rules kept it one system.
Brand clarity
Say what Kodif is, built for e-commerce, in a single read.
Integration discoverability
Make connecting tools obvious, not a hunt.
E-commerce storytelling
Frame the product around the shopper journey, not features.
Growth-driven design
Design assets that move pipeline, not just please the eye.
Visual consistency
One system across web, email, and print.
the outcome
The narrative caught up, and so did the numbers.
0%
less onboarding friction
0×
more referral sign-ups
0+
DTC brands powered
more demos
from target accounts after events
2 events
Beverly Hills + NYC leadership dinners
5
design principles, one system
Connected everywhere
One concierge, wired into the tools customers already use.
Time to ROI
From audit to refine in eight weeks, with tickets resolved and CSAT moving together.
I left Kodif with more than a homepage: a component library and design tokens the team still builds on.
reflection
What I’d carry into the next one.
Ask why, not just how
Working under a designer who questioned every decision taught me to justify why something should exist, not only how it looks.
Design that's aligned, not just pretty
Every asset had to be visually cohesive and tied to a growth goal. Decoration without a job got cut.
Purpose is the differentiator
As AI interfaces become commodities, the edge belongs to designers who ask deeper questions about value and impact.
Ask why something should exist, not just how it should look. That question is the whole job.