CASE STUDY

AI-Assisted Scheduling of Meetings Redesigned & Simplified

Kronologic — UX/UI Design, Rebrand & Website Architecture

Overview

Kronologic's AI books the sales meetings reps don't have time to chase — pointing at accounts up for renewal, cross-sell-ready customers, and unfollowed event/webinar leads, then automating the scheduling so reps just show up. Over the platform's 8 years in market, thousands of sellers at companies including Dell, CDW, HPE, Okta, Nutanix, VMware, Vonage, Thomson Reuters, and ZoomInfo have used it, automating more than 10 million meeting minutes. Kronologic's design and messaging had aged and needed a full rebrand and redesign — new logo, brand architecture, color palette, icons, website architecture, page load performance, and SEO — rebuilt on WordPress and communicated consistently across their entire digital experience.

SUMMARY

Role

UX/UI Design, rebrand, website architecture, research/analysis, creative direction, iconography, brand architecture, color palette, CRO, and SEO.

Approximately 8 weeks total — 3 weeks of analytics implementation and data collection to support the initial customer journey analysis, followed by roughly 5 weeks of ideation, prototyping, testing, and brand development with Swell's team.

Timeline

Tools

Figma, FigJam, Adobe Creative Suite (XD, Photoshop, Illustrator), WordPress, Google Analytics, Microsoft Clarity, Microsoft O365 (Outlook/Teams/Copilot), Claude.

THE CHALLENGES

User pain points

Kronologic's existing design and messaging had aged relative to the product and the market it was now competing in. Additionally demos and free trails were not seeing conversion that would sustain the sales pipeline, company roadmap and goals established by the marketing team.

The business needed a new logo, brand architecture, and color palette; a rebuilt website architecture with better page load performance and SEO; and conversion rate optimization — all integrated seamlessly on WordPress so the brand would read consistently across every touchpoint.

Business goals

Evidence

The limited metrics being tracked and reported in Google Analytics & Microsoft Clarity showed weakened engagement around demo requests and free trials — a clear sign the current site and primary CTAs weren't converting visitors into qualified leads.

(Kronologic's homepage prior to UX/UI redesign & rebrand)

TARGET AUDIENCE & RESEARCH

B2B sales reps and revenue teams inside large, complex sales organizations.

Google Analytics and Microsoft Clarity were implemented previous to the redesign and after roughly six weeks of data collection, a customer journey analysis was performed in conjunction with the qualitative report findings from session recordings, heatmaps, click/scroll/attention maps, page load performance, rage clicks, dead clicks and AI summaries generated with Microsoft's Copilot integrations.

Target groups

Research methods

Key findings

Working with the VP of Marketing and their creative team, I compiled the quantitative data, user flows, funnel reports generated through GA4 and as well as the behavioral insights gathered through Clarity, then completed a user journey map and analysis. This confirmed that a their homepage and the user journey stemming from it wasn't converting as the team had innitally thought — each flow needed all new messaging and tailored paths that provided levers leading to the CTAs for software demos and trails.

IDEATION & STRATEGY

WordPress was selected as the website framework specifically so the new brand and UX could be seamlessly integrated, easily maintained and consistently communicated across Kronologic's entire digital experience — treating the rebrand and the technical rebuild as one coordinated effort rather than separate initiatives.

Platform & architecture strategy

Why this direction?

Because the team needed the website to be open-source, highly scalable, and provide a cost-effective content management system (CMS). Additionally the core problem was an aged design and messaging system rather than a single broken user flow, the strategy centered on a comprehensive, ground-up refresh — new logo, brand architecture, color palette, iconography, and site architecture together — so the new identity would land consistently everywhere at once rather than through incremental patches.

(Early prototyping of UX/UI with rebrand)

UX/UI DESIGN & SOLUTION

Rebuilt with the new brand architecture, iconography, and color palette, supporting Kronologic's "AI books the meetings your team never gets to" positioning.

Website architecture improvements targeted page load performance and SEO alongside the visual refresh, reflecting the role's combined design and technical scope.

Homepage redesign

Technical & performance work

Design & Brand system

An all new design system, logo, branding architecture, color palette, and iconography were developed to modernize Kronologic's visual identity and to carry consistency across the WordPress-based site. A/B tests revealed a need to move to blue for primary CTA buttons instead of magenta as were previously used.

Sample of design system with rebrand)

RESULTS & LEARNINGS

Measured Outcomes, Not Just Aesthetics

14X

The new website & brand identity, boosted user flows to demo and trials contributing to a 14X return in the sales pipeline in the first 6 months.

+30%

Subsequent demos and free trials resulted in a 30% QoQ revenue increase within the first year of the website release.

Award

The team was awarded the Gartner Cool Vendor award with the launch of the website and new digital experience as key influences.

CONCLUSIONS

What went well

Using research and data as a required first step and coordinating messaging and journey optimization for intentionally educating users and guiding them to call-to-actions being better prepared to engage further. Close, sustained collaboration with Kronologic's VP of Marketing and content team throughout both the research and build phases kept the process moving quickly through each phase ensuring understanding and sign-off was quick and painless.

Additional post-launch evaluation and iteration including post-launch testing. The team had to move on to the other projects and follow up ended after the go-live. It was assumed the job was done once the website launched when real user behavior often differs from prototype testing. Post-launch analytics can differ on where users struggle, drop off, or encounter bugs. The continuous follow up would keep the research and content more useful, competitive and future-proofed.

What could still improve

Visit kronologic.com →

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