# 4K Download Site

As Head of Design, led the 4K Download website redesign for 60M+ users, launched subscription UX in 190 countries, and built the token-based design system behind it.

- Role: Head of Design
- Company: 4K Download
- Project type: Web / Growth Design
- Duration: 2024 — 2025
- Scope: Design leadership, marketing site redesign, subscription UX, design system, brand refresh
- Contributions: Site redesign, subscription surfaces, token-based design system, brand refresh, AI-assisted marketing graphics
- Live: https://4kdownload.com/
- Canonical page: https://skruglov.com/projects/4k-download-site/

As Head of Design, I took on the marketing site for a product suite already used by more than 60 million people. The site still carried legacy UX friction, and the company was preparing to launch subscriptions worldwide. My scope covered the site itself, every subscription surface, and the design system that would keep marketing and product aligned.

![4K Download product suite overview]()

> Clearer navigation, a tighter suite overview, simpler download paths — after the new site shipped alongside the subscription launch, conversion moved up about 8 percent. A token-based design system with 60+ components kept marketing and engineering aligned as we scaled.

**Video.** Screencast of subscription pricing cards on the 4K Download site.

![4K Download subscription pricing page]()

> Subscriptions were new territory: product pages, pricing cards, promo screens, and checkout had to read as one continuous flow across 190 countries and several product lines.

![4K Download subscription loyalty screen]()

![4K Download refreshed brand visuals across marketing channels]()

> 4K Download is consumer software used by tens of millions — notable enough to have its own Wikipedia article.