National Shelter
- Construction Materials
- Website Design
Kindigit Design: Automotive,
Art & Design
Overview:
Kindig-It Design is one of the most recognized custom car shops in the country, built by Dave Kindig and long featured on MotorTrend's Bitchin' Rides. With the show heading into its final season, the brand needed to stand on its own — anchored not by TV exposure, but by its first fully in-house creation, the CF1. The project spanned three connected experiences: the marketing website, the e-commerce store, and a dedicated configurator for the CF1 itself.
My Role
I worked as UI/UX designer across the full Kindig-It ecosystem — marketing site, e-commerce store, and CF1 configurator. That meant mapping user flows, designing every screen state (including the interactive configurator), and keeping three very different experiences — editorial, retail, and interactive — feeling like one brand.
The Challenge
Three products, one system — marketing site, store, and configurator
each do a different job but had to share one visual language
No prior reference — this was the studio's first configurator:
mix-and-match body color, body type, wheels, and interior with a live
preview, built on a tight timeline
Graceful empty states — with no cars currently listed for sale, the
site needed to redirect attention instead of showing a dead end
The Navigation
The nav needed to hold a lot without feeling like a lot — Store, About, Gallery, Team, Showroom, Contact, plus login and cart for the e-commerce side. The CF1 Experience button sits apart from the rest of the menu on purpose: a clear signal of what to click first.
Website Design
Marketing Website
The homepage leans straight into the brand's biggest asset — Bitchin' Rides — with a full-bleed hero built around the show and a direct link to new-season updates. From there, the site unfolds into news & event updates, staff bios under "The Team," open roles, and a rotating "For Sale" inventory, each treated like an editorial spread rather than a standard business page.
The Footer
The footer doubles as a re-engagement tool: a "Stay Bitchin'" newsletter signup sits above quick links and a strip of community photos, keeping the door open for visitors who aren't ready to buy yet.
E-Commerce
Store Overview
The store had to work for two very different shoppers — fans buying merch and builders sourcing real parts — without either audience feeling like an afterthought. Categories (Apparel, Accessories, Parts & Tools, Posters & Prints, Car Care) sit in an icon-led sidebar so both paths are equally easy to find.
Product & Cart
Product pages follow familiar e-commerce patterns on purpose — image gallery, size/color variants, Shop Pay checkout — so the focus stays on the product, not on relearning an interface. Cart and cross-sell ("You'll Also Love") were designed to nudge average order size up without feeling pushy.
CF-1 Build
The Configurator
The CF1 is Kindig-It's first fully in-house build, inspired by the lines of a 1953 Corvette. Rather than a static gallery, we designed a configurator: hotspots on the hero image reveal Body Type, Body Color, Wheels, and Interior, each opening into its own customization screen.
Every choice updates a live preview, so by the end users have a car that feels like theirs — with the option to download it. Building this from scratch on a tight deadline meant designing every state — loading, hover, selection, empty — as a reusable pattern before any of it existed.
The site launched
The CF1 experience and full site shipped on schedule, timed to a wave of press attention as the show wound down. It gave Kindig-It something the show never could — a permanent, ownable space for the brand's next chapter, and a working template for how "garage" and "product company" can live on the same site.
