CV Maker

CV Maker came in looking for a visual identity refresh. Extensive UX research revealed a much broader opportunity: significant usability gaps, an underperforming pricing model, and a product that wasn’t meeting the needs of its diverse global user base. The scope expanded accordingly.

Quantitative and qualitative research ran in parallel, analysing customer CV data alongside user interviews to define four distinct personas. Usability reporting mapped retention and referral data, user flows, heatmaps, and abandonment points across the product. These insights shaped every subsequent decision, from brand direction and product features to pricing model and UX architecture.

The visual identity was built around the personas, designed to communicate inclusively across race, ethnicity, age, socioeconomic status, and national origin. A new typeface, colour palette, and illustration style were developed for both digital and print contexts, including social media, advertising, and CV templates. Brand guidelines and a comprehensive design system ensured consistency across all touchpoints.

The product was rebuilt from the ground up to reduce friction and support users with different levels of experience. Core interactions were restructured around clearer flows and more intuitive editing, with features such as interactive previews, drag-and-drop functionality, and guided writing support helping users make stronger decisions with less effort. The system was extended to include job discovery, application tracking, and personal microsites, while the pricing model introduced a free tier to reduce abandonment at the paywall.

CV Maker launched with a fully transformed brand, product, and website, built to support a wide range of users with different needs and levels of experience. A four-year partnership allowed the team to iterate, test, and refine the system over time.