CoreUX
CoreUX is an AI-empowered UX consultancy startup positioned to deliver premium user experience services through cutting-edge research, product design, and scalable design systems. This project focused on shaping the brand from the ground up, strategically defining its identity, services, and digital presence, while developing internal tools and systems to support efficient, high-quality client delivery.
Product Design
Auckland
Role:
Senior Product Design & Strategy
Date:
Oct 2024- Dec 2024
Tools
Figma/Framer/
Miro

Research
A mix of qualitative and desk research was conducted to understand:
Emerging trends in AI-driven design and UX consulting
Gaps and opportunities in the UX services landscape
Positioning strategies of similar and adjacent service providers
Customer pain points related to hiring and collaborating with UX partners
Key findings shaped a differentiated market position focused on speed, insight, and scalability through AI.
Ideation & Branding
The branding process involved defining CoreUX’s voice, values, and visual identity. This included:
Crafting a brand purpose centered on empowering businesses through smart, scalable UX
Designing a modern, confident logo and design language
Defining color, typography, and tone to reflect trust, innovation, and clarity
Developing messaging and positioning statements for use across channels
Creating a modular brand system that could scale as the business grows
Challenges in Implementation
Transitioning from Figma to Framer required a shift from static design to an interactive, component-based approach. While Framer supports Figma imports, layouts, auto layout, and tokens often needed manual cleanup. Design systems had to be rebuilt to fit Framer’s logic, and its React-based structure introduced a learning curve for interaction design. The handoff involved auditing Figma files, importing and restructuring in Framer, and recreating responsive components. Though Framer lacks some of Figma’s collaboration features, its ability to produce live, functional prototypes made it a powerful tool for delivering polished, high-fidelity experiences.
Final Deliverables
Figma audit with organized components, styles, and exported assets
Framer project setup with imported and refined layouts
Rebuilt component library using tokens, states, and variants
Interactive prototypes with real-time animations and responsiveness
Live preview site hosted in Framer for stakeholder review
Documentation covering structure, usage, and handoff notes