Purply (Service / Web)

Purply.cz creates handcrafted, Japanese-inspired kimonos and garments. Their work is artisanal, meaningful, and personal — yet the old website failed to communicate this quality. My task was to redesign the entire digital experience, elevate the brand, and improve conversions via contact and inquiry.

Client: purply.cz
Role: Lead UX/UI/Brand Designer
Timeline: 5 months
Scope: UX research, strategy, IA, UI design, prototyping, user testing, and full rebrand

Challenges and Goals

Low credibility due to amateur visuals

Unclear product hierarchy & overwhelming content

High price point with poor value explanation

Different audiences with different needs

No guidance for new users unfamiliar with kimonos

Weak brand system and inconsistent touchpoints

Goal: A premium, trustworthy web experience that guides users smoothly from inspiration → understanding → purchase/contact.

Research & Insights & Scope

UX research & persona creation

User journey mapping & problem framing

IA, user flows, and content strategy

Low-fi → hi-fi prototyping in Figma/Relume

Usability testing & iteration

Full brand redesign (logo, palette, typography, patterns)

Final UI design & design system for web + socials

Process Highlights

1. Research & Insights

Workshops, interviews, personas, and journey maps revealed core issues: unclear storytelling, information overload, poorly differentiated collections, and lack of guidance for new buyers.

2. Ideation & Structure

Using Crazy 8s, Worst Possible Idea, effort–impact maps, and barrier analysis, we formed key hypotheses and a streamlined information architecture.

3. UX Flows & AI Guidance

Built persona-based user flows with optional AI support for sizing, styling, fabric choices, and guided navigation.

4. Prototyping & Testing

Iterated from low-fi to hi-fi prototypes and tested with users. Improvements included clearer storytelling, simpler paths, stronger CTAs, and better distinction between bespoke and ready-made products.

5. Brand Redesign

Delivered a complete visual refresh: minimalist Japanese-inspired logo, refined color palette, updated typography, soft geometric patterns, and a photography style focused on craftsmanship.

Impact & Results (Six months after launch):

Higher conversion through contact & inquiries

Stronger perception of quality and craft

Better workshop bookings

Much more consistent online presence

Positive feedback from customers and community

Why was it cool?

Solving a classic UX challenge: turning a handcrafted, premium, personal product into an equally intuitive and trustworthy digital experience.

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