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KULA UI Case Study

Mission

Kula is an Applicant Tracking System (ATS) built to make hiring simple, fast, and efficient for growing teams. For their product demo, Kula needed more than just a walkthrough—they needed a UI animation explainer that could showcase the platform’s features in a clear, engaging, and SaaS-friendly way. The challenge: ATS platforms often feel technical and heavy. Too many details overwhelm users, while too little leaves out the product’s real strengths. Kula needed a balance—clarity without compromise. That’s where Picto Design Studio came in. Our mission was to transform Kula’s UI into a story—a demo video that not only explains but also excites.

Creative Approach

We built a UI-focused product demo video using sleek 2D animation and motion graphics.

  • The concept highlighted the user journey—from posting a job to tracking applicants and making data-driven hiring decisions.
  • Complex flows were broken into bite-sized animated sequences, making it easy for HR teams and decision-makers to understand. 
  • The animation style reflected Kula’s modern, SaaS-first design language, aligning with the brand’s positioning. 

The result was more than a demo—it was an explainer story that showed how Kula redefines ATS usability.

Kula ❤️ Picto

The collaboration was structured and seamless. With clear milestones, design alignment, and iterative feedback loops, we created a video that captured Kula’s vision with precision.

Results

The final video became a powerful tool for Kula’s sales and onboarding teams:


  • ✅ Helped prospects     grasp the product value within seconds
  • ✅ Positioned Kula as a premium, user-friendly ATS in the SaaS market
  • ✅ Doubled as both a marketing asset and onboarding gui

  • 📈     45% increase in ROI from demo-driven campaigns

  • ⏱     30% faster sales cycles as prospects understood features instantly

  • 🎯     2x higher engagement during product pitches compared to static decks

  • 🤝 Improved     onboarding efficiency by 40%, reducing support queries

By turning a technical workflow into a clear, engaging narrative, the video didn’t just demo the product—it showcased Kula’s mission to make hiring smarter.