Yuxiang Ren
Sean/任雨翔(EN/CN)
seanrenwork@gmail.com
LinkedIn
Sean is a multidisciplinary designer who explores every possibility that life offers. Over the years, he has been a designer, entrepreneur, gamer, and passionate developer.
He often builds his own methods of understanding and translating information, applying them to his work with intuition and precision. His approach to design starts from the ground up — redefining language, systems, and forms to bring ideas back to life in new ways.
He is currently pursuing a Master’s in Graphic & Experience Design at North Carolina State University,
where his research focuses on the future of interface design exploring how emerging AI systems, perception, and behavioral design can shape the next generation of human–machine interaction.
RESUME
001—KP CORP WEBSITE REBRAND+UX OVERHAUL
DOC 2022
001—KP CORP WEBSITE REBRAND+UX OVERHAUL
DOC 2022
Client TenGunDesign
Role Lead Designer / UX Architect
Team Me + PM + DEV + QA
Timeline 3 Months
Tools Figma, Adobe Creative Suite, InVision
Deliverables Complete redesign of website visual & UX system
Live Version «
DESCRIPTION
KP Corp, a long-established print and communications company, was undergoing a major shift from traditional print production to data-driven enterprise solutions. The existing website no longer reflected that change—it looked dated, fragmented, and overly focused on legacy services.
I was brought in to lead a full rebrand and UX overhaul that could reposition KP as a modern technology partner. I restructured the site’s architecture, refreshed the brand language, and designed a modular, scalable system that communicates clarity and trust across every page. The new platform tells a story of transformation—bridging KP’s print heritage with a data-first future.
CONTEXT & CHALLENGE
KP’s legacy websites dense layouts, inconsistent bisuals, and siloed content structures. It failed to communicate the company’s new direction toward data analytics, automation, and enterprise communication strategy. The challenge was to design a system that could evolve with the brand and speak confidently to enterprise clients.
RESEARCH & INSIGHTS
We identify nescessary patterns from client meetings notes, and create persona for exisiting customers and upcoming customers for new industry stratgic which is data-driven solutions. Each audience followed distinct information paths, but all required fatser access to relevant content. The new IA had to priotize discoribility and trust. Then we delivered versions of new site maps discuss with client for them to choose from, listing pros and cons, eventually had them decided.
INFORMATION ARCHITECTURE
Instead of building a traditional page-tree structure, I defined the architecture around user intent and repeatable content modules. Each page type—Home, Service, Industry, and Resource—was organized as part of a larger journey that drives users toward a clear outcome. By connecting value proposition, validation, and conversion modules consistently across sections, the site creates a seamless experience regardless of entry point.
It help me break down complex service offerings into content patterns, also each page layout acts as a reusable templats in Figma, ensuring information consisency while allowing contextual flexibility. This approach help me shortens the cognitive load and processing the site structure more directly.
UX & WIREFRAMES
With a limited timeline and budget, I served as the sole designer responsible for translating the new information architecture into functional wireframes. To keep the process efficient, I adopted a modular wireframing approach that mirrored the IA model—each section built from repeatable content blocks. I created mid to high-fidelity wireframes using placeholder imagery to give stakeholders a clear, visual sense of progress during client reviews. This approach minimized back-and-forth revisions and allowed discussions to focus on structure and hierarchy rather than visual styling. The client responded positively to the modular format, noting how easily it could scale as new services and industries were introduced in the future.
VISUAL DESIGN & BRAND DIRECTION
The new visual direction repositions KP from a legacy print provider to a confident, data-driven enterprise brand. The goal was to give the identity a cleaner and more intelligent tone that feels both corporate and contemporary. The design language is built around structure and clarity: white space, geometric typography, micro-interaction and a refined color palette that balances with it’s legacy brand logo.
Overall, the brand system brings coherence and scalability, allowing KP to evolve visually as its services expand.
SELECTED COMPARSION OVERVIEW
The redesigned homepage simplifies navigation, strengthens brand clarity, and builds a logical flow from awareness to conversion. Each change reduces friction and enhances trust, turning a cluttered layout into a clean, scalable structure that aligns with KP’s new digital direction.
OUTCOME & REFLECTION
To this day, KP Corp continues to operate successfully, and the new digital experience remains a key asset in their communication strategy. The redesigned site was migrated onto a SaaS platform, allowing the internal team to manage and update content easily without additional development support.
The modular design system not only reduced maintenance overhead but also enabled faster rollout of new offerings and marketing initiatives. From this project, I learned the value of designing for long-term adaptability—building systems that empower teams beyond the initial launch.