I worked closely with Purple Unity’s CEO from day one to design a future-ready, API-first platform for asset data management and sharing. I began with stakeholder interviews that informed user personas, a service design blueprint, and a Kano model to prioritize essential features. I mapped key flows like onboarding, adding assets, creating auctions, and targeting audiences. Realizing the system’s scale, I built a flexible design system early on to allow for fast, seamless updates. Once the platform was live, I focused on branding — designing the logo, color palette, visual identity, and defining the voice and tone. I also created the entire website architecture, designed each section, and wrote most of the content. After launch, I continued to support product, brand, and site with iterative design improvements.

After the UX research, I started to create a full-fledged atomic design system. I also created a component for every element on the screen that was repeated twice or more. I moved from one user flow to another, creating a cohesive and logical system. After I had the full scope of the platform, I started designing high-fidelity prototypes. For the brand, I started with the mind map. Then I designed the logo, selected typography and colors, and moved into writing principles, voice & tone. For the website, I laid down IA, designed sections and put down all the content, before creating visual language. I moved in iteration circles and added new features, pages and elements as they came up.

Building Purple Unity involved a balance of research-driven decision-making and creative execution. Starting with the platform’s design, I implemented a robust, atomic design system that could handle rapid iterations and updates. I used tools like the Kano model and information architecture to prioritize and refine the user experience. The branding came next, where I crafted a logo, visual identity, and a comprehensive brand system that reflected Purple Unity’s values of innovation and sustainability. By the end of the project, we had created a scalable platform and a strong brand that stood out in the asset management industry.