Process
The new website in 3 chunks
I started working with Kernel in February 2022 — initially for a small, immediate need they had. Kernel were ramping up the content they were publishing about design tooling. So the first piece of work was to design and build a template and editorial styles to house their longer-form content.
Being a small-early stage startup — their number one focus was product development, and validation of their Figma plugin and proposition. Which is why they needed someone to own the design of their marketing site. I worked closely with Tom (CEO) and Zander (designer). Tom briefed me on the project, Zander briefed me on the design direction, and they both gave design feedback throughout the process.
There were three clear bits of work I helped Kernel with:
Pushing the foundations
At this point Kernel's Figma plugin was in closed beta. They were working closely with chosen product design teams to hone and develop their product.
They had strong foundations of a visual identity in place (all designed by Zander Brade). And they had a one-page, manifesto-style, homepage in place. The manifesto set the scene for Kernel and highlighted the gap between design and engineering in a typical product development process.
They were already using Webflow for their site — so it was easy for me to slot in and build on top of. I put together a lightweight design system for the styles and made sure all existing elements were referencing these styles. Which meant global tweaks and changes further down the line were a breeze.
Designing for designers
The type of people that use the Kernel plugin is senior product designers — and that sets certain expectations. High-quality implementation and considered details were a crucial piece of this project.
So this meant sweating the details — and thinking about where small interactions or animation could elevate viewers' experience. Some examples of how this came out:
