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.

Kelley Blue Book
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Kelley Blue Book
A household name since 1918, Kelley Blue Book, needed to attract modern customers and younger audiences.
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Isadora Agency
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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.
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When Kelley Blue Book approached us 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.

We 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.


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

Kelley Blue Book homepage hero section design


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.

Select a Vehicle form from Kelley Blue Book Website Kelley Blue Book dropdown wireframe
Value estimator design for Kelley Blue Book Cars

The Isadora team brings empathy to human-computer interaction. Above all, the heart and soul their team puts in differentiates them from other providers. I’d recommend them to any organization.

Chris C
Chris Choi
User Experience Manager


We 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.

Design patterns for one of the Kelley Blue Book Website modules Person sketch
Card with the letter M and circle with building sketches
Kelley Blue Book Colour Palette People looking at cars sketch


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.

Kelley Blue Book item design patterns Kelley Blue Book Items design
Many Kelley Blue Book site items together

the website

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

Kelley Blue Book homepage design


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

Kelley Blue Book Product Listing Page design


We 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.

Kelley Blue Book inner page design


We 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.

Kelley Blue Book Product Details Page design

One of the most enjoyable and sophisticated design partners I have ever worked with. The KBB team is a long-time partner and together we continue to push the boundaries of cutting-edge digital infrastructures.

Isadora Marlow-Morgan
Isadora Marlow Morgan


We 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.

Our UX design team created a streamlined, modern design for a trusted brand’s web properties. We honored long-time customers while designing a system that would attract a new audience and move both through to conversion.

Kelley Blue Book Homepage Mobile Design
Kelley Blue Book Car Finder Mobile Design
Kelley Blue Book Mobile Value Estimator Design
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