Isadora’s UX Magic: Transforming Kelley Blue Book

A household name since 1918, Kelley Blue Book needed to attract modern customers and younger audiences.

KBB was looking for a fresh new experience that targets a generation of savvy, online car shoppers while remaining approachable to legacy users.

When Kelley Blue Book approached Isadora for UX design, they needed a full-scale digital transformation to meet their brand goals. The various websites required a consistent, modern look, and renewed focus on conversion.

Isadora built an adaptable UX design system down to the most granular design elements, including typography, icons, illustration, and components to help KBB create new digital web products efficiently. To ensure usability, full web pages went through rigorous user experience testing.


Firstly, the UX design system unifies a company’s assets, saves time on development, and increases profits. Secondly, it serves as a framework for scalability and a toolkit. Therefore it helps designers and engineers create more efficiently across multiple platforms.


Illustrations and Color

Isadora created a minimal color palette to give KBB web properties a modern, consistent look. High-contrast content container colors help frame elements for task-oriented users. Similarly, shades of blue allow designers to separate information and add visual interest without distracting from the look of the page. Therefore, the secondary palette of gold and light blue creates clear CTA’s while accent colors allow illustrations and data visualization to stand out.


The UI elements were created to reinforce consistency and efficiency. For instance, simple shapes and minimal customization provide the perfect building blocks for enjoyable and easy-to-use pages.

The Website

To invite user interaction, Isadora engineered a seamless journey, accompanied by attractive visuals and concise copy. These elements users deeper into the site and closer to conversion.

Inner pages

Kelley Blue Book’s target audience is smart and data-driven. Isadora made it simple to balance readability with the promotion of sponsored content, news, and updates from throughout the website.


Isadora used a modular typography-focused approach to appeal to the younger users while respecting traditional calls to action. that are familiar to a more mature demographic.

Vehicle Details

Isadora consolidated vehicle details with dropdowns, functional links, and compact photo galleries to improve flow and readability. USecondly, users can now switch between different model years, and access specifications and features without scrolling.

kbb- vehicle-details-isadora-agency

Mobile Experience


Isadora created an identical look and feel for the mobile experience. A mobile grid uses white space to maintain breathing room and molds advertising and content into smaller, more digestible components. Strong typography and containers easily distinguish sections of a page and clearly separate different components’ stories from each other.
Isadora’s UX design team created a streamlined, modern design for a trusted brand’s web properties. They honored long-time customers while designing a system that would attract a new audience and move both through to conversion.

Services Provided

  • UX Design System
  • UI /UX
  • Components
  • Web Design
  • Illustration
  • Character Illustration
  • Iconography
  • Usage Guidelines
  • Animation Samples

About Isadora

Isadora Agency is a web design company and leader in enterprise digital transformations via branding, UX Design, Product Design, eCommerce, and ongoing web development & management.