Kinetic

Kinetic by Windstream needed a full rebuild. Their design system didn't make it through a tech stack change, and they weren't happy with how the brand was performing. The offerings stayed the same. Everything else started from scratch.

I put together the design pitch that got us the project.

I didn't start with the design system. I started with the work. Buy flow, main landing page, fiber page. The patterns came from building real screens, not the other way around.

Every page after that either used what was there or had a good reason not to. People submitted new components. I reviewed each one against what already existed. If it didn't need to exist, it didn't get in. When a page genuinely needed something new, we folded it back in.

The buy flow had the most problems. Plans were hidden behind separate modals. One-time fees blended into monthly totals. Turning off AutoPay raised your bill and nothing warned you.

People couldn't tell what they'd actually pay.

I restructured the flow around what people were actually deciding. One question at a time: pick your plan, choose your equipment, see exactly what you owe. Each step had one job.

I built a pricing breakdown that itemized everything. Monthly charges, one-time fees, what AutoPay and Paperless actually save you. Conversion on the new flow went up 13%. It started as a compliance requirement. Turned out to be the most honest part of the whole experience.

After launch I designed a second buy flow for an A/B test. The original guided people through one decision at a time: less on screen, less to get lost in. The variant put everything on a single page: see the whole picture, decide as you go. Same problem. Two opposite bets on how people want to choose.

I led design through The Ashley Group. Built the system, worked inside it alongside two other designers, made the design calls. Kept it from drifting.