KyivGuide is a digital tourism project by KyivDigital, designed as an online hub for virtual city explorations, museum discovery, and a platform for cultural organizations to create profiles, publish articles, and share their work. The existing website, however, lacked a modern touch, a cohesive user experience, and a well-integrated brand identity that aligned with KyivDigital’s vision.
Solution & Process
With a project of this scale—over 80 pages in Figma and an extensive CMS infrastructure—the redesign required a structured and strategic approach.
Brand Identity & Visual Concept
The design process began by refining the visual identity. Inspired by the aesthetics of Kyiv’s digital services and its cultural essence, we adopted Kyiv’s signature blue and white color palette, symbolizing the city’s skies and a sense of safety.
To enhance brand recognition, the typography combined two fonts from the renowned Ukrainian designer Dmytro Rastvortsev: KyivType Sans for headlines and Daikon for smaller text, ensuring consistency across all KyivDigital web services. We also refined the logo proportions and incorporated recognizable Kyiv symbols—such as chestnut leaves and Dnipro River droplets—adding a deeper cultural connection.
User Experience Optimization
The previous version of the website suffered from a confusing navigation system, with duplicate links across two separate menus. This led to user frustration, as interviews and feedback revealed that visitors struggled to understand the portal’s purpose and navigate its content.
Our approach to solving this:
Simplified the menu structure—eliminating redundancy and creating a clear, intuitive navigation flow.
Enhanced filtering options for exploring streets, routes, and cultural sites, making search more efficient.
Standardized content blocks across different categories (routes, events, exhibitions, organizations, news) to create a consistent visual and functional experience.
Results & Impact
The redesigned KyivGuide is now a seamless and immersive digital experience that enhances cultural exploration in Kyiv. The improved UX and optimized content structure make it significantly easier for users to find relevant information and engage with the platform.
Key outcomes:
+40% increase in user engagement within the first months post-launch.
Faster navigation and search times due to improved UX architecture.
More intuitive content management for cultural organizations, enabling them to update their profiles and publish content effortlessly.
By creating a visually compelling and highly functional platform, KyivGuide not only elevates Kyiv’s digital tourism landscape but also strengthens its connection with locals and visitors alike.
This project exemplifies Loza Studio’s expertise in digital design and UX strategy, demonstrating our ability to transform complex platforms into user-centric, high-performing experiences.