In the PUR website redesign, I aimed to emphasize the brand's commitment to healthier, aspartame-free products while maintaining a modern and inviting aesthetic. I enhanced the color palette with soft pastels to create a fresh, clean look that aligns with the brand's health-conscious values.

Problem

The current website fails to highlight PUR's high-quality products effectively.

The PUR website faces multiple challenges, preventing it from effectively representing the brand’s quality. The design lacks visual appeal, with cluttered layouts and overwhelming bright colors hindering navigation.

What it was

The PUR website had a cluttered layout with excessive information, making it hard for users to navigate. It featured inconsistent design elements such as varying fonts and colors, creating a chaotic experience. Outdated fonts and styles contribute t

Solution

Re-designing the Main Page to Showcase Sections Effectively and Deliver a Clear Message to Users.

The redesigned main page highlights sections in a clear, organized way to reduce clutter and improve navigation. Consistent design elements and concise messaging create a modern look and ensure users quickly understand the brand’s offerings.

Wireframes

Initial Ideas + A New Direction

The redesigned main page highlights sections in a clear, organized way to reduce clutter and improve navigation.

I explored various section ideas using wireframes to enhance user engagement and experience. This included adding testimonials for trust, dynamic hero sections for capturing attention, and clear product feature areas. Wireframing allowed me to visualize and refine these ideas to effectively meet our audience's needs.

Accessibility Considerations

Color Contrast & Visual Clarity

The redesign ensures high contrast between text and background colors, following WCAG guidelines to enhance readability for low-vision users.

Typography & Readability

A clean, well-structured type hierarchy with sans-serif fonts improves legibility, making content accessible for users with disabilities.

User-Friendly Navigation

The updated layout includes clear headings and intuitive navigation, improving accessibility for screen readers and keyboard users.

Final Overview

Seeing my ideas evolve from initial sketches to a functional design was incredibly rewarding, and I gained insights that will shape my future work. Wireframing taught me the value of laying a strong foundation to refine and clarify ideas. I also gained a deeper appreciation for how colors and typography can embody a brand's essence and influence how users perceive and interact with a product.

Finally, I learned to trust the iterative process. Even when ideas didn't come easily, perseverance and experimentation led me to unexpected solutions. Each challenge brought growth, and I’m excited to carry these lessons into future projects.