Kraken.bo design for CRM in Bolivia

Kraken.bo is a modern, multi-platform sales system designed for independent professionals, small businesses, and large enterprises in Bolivia. My role focused on elevating the product’s usability, visual identity, and market positioning across its web ecosystem.

My contribution centered on transforming Kraken into a unified, intuitive, and scalable digital tool that supports invoicing, inventory, payments, and multi-channel sales operations.

Kraken.bo is a multi-platform sales system serving independent professionals, SMEs, and large enterprises. Before the redesign, the product suffered from inconsistent UI, fragmented branding, and unclear value communication across segments. The goal was to modernize the visual identity, unify the experience, and strengthen Kraken’s B2B positioning.

Refreshed and simplified the visual identity, integrating a cleaner logo mark and coherent color system.

Rebuilt all product screens—starting in Adobe XD and migrating to Figma—creating a modular design system for scalability.

Integrated Hotjar to measure user behavior, friction points, and conversion drop-offs.

Supported creative copywriting and crafted messaging tailored to independent professionals, MiPyMEs, and large enterprises.

Developed segment-specific flows and narratives: Independientes → quick invoicing & simplicity MiPyMEs → multi-channel selling & inventory clarity Grandes empresas → integrations, permissions & advanced reporting

Applied gradient turquoise tones and approachable imagery—like the barista example—to reinforce professionalism with warmth.

A unified, modernized UI that improved usability and brand trust.

Clearer product value for different business sizes, boosting B2B communication.

Analytics-informed iterations that improved navigation and user engagement.

A scalable design system enabling future product growth across web, POS, and mobile.