Mindshare, Inc.

Supercharging Customer Enagement

Elevating product storytelling and conversion for a next-gen laptop brand

Project
Kubuntu Focus Product Site Refresh

Medium
Web

Role
Creative Direction
Brand Strategy
Visual Design
Web Design / UX
Messaging
Copywriting

Year
2020

Objective
Transform a Linux laptop company's product and sales experience to drive engagement, sharpen differentiation, and increase conversions. The challenge: build a streamlined, intuitive, and scalable e-commerce platform that inspires confidence and supports future growth.

Solution
Drawing on leadership interviews, competitive analysis, and audience research, I reimagined the site experience to deliver greater clarity, usability, and brand distinction. The redesign introduced a scalable design system with intuitive navigation, stronger product storytelling, and a seamless purchase flow. Within four months, traffic and engagement surged by over 400%, helping Kubuntu Focus strengthen its foothold in a highly competitive laptop market.

Reinventing the Customer Experience

As they prepared to launch the next-generation Focus M2, leadership recognized a critical need to evolve the online experience to reflect their ambitions better. An internal audit revealed gaps in the customer journey and a chance to stand out in an increasingly crowded market. The result was a comprehensive redesign that rethought the informational flow, the purchase path, and the overall product brand identity. The result was a confident, conversion-ready experience that positioned Kubuntu Focus as a formidable player in both the Linux and broader PC laptop markets.

The Kubuntu Focus home page and logo in early 2020

Product Information Pages

“Within two months of launch, we experienced a 400% increase in visitor engagement, including brand awareness growth across our marketing and social media communications. Thanks to Chip's insight and execution, we exceeded our short-term goals and are prepared to meet future challenges with confidence.”

Michael Mikowski
Founder, Kubuntu Focus

Renderings for Feature Callouts

Checkout & Purchasing Experience