Pela Web Experience Design
Elevating Pela’s digital presence through a visually immersive,
human-centered experience built for simplicity and flow.
Timeline June 2025 to August 2025
Role UX Designer
Tool Figma
Context
Pela is a sustainability-focused brand known for its innovative compostable phone cases and eco-friendly lifestyle products. Rooted in the belief that everyday items can be both practical and planet-friendly, Pela’s mission is to reduce plastic waste and inspire conscious consumer choices.
Despite the brand’s strong purpose, the existing website experience felt visually outdated and inconsistent with Pela’s modern, sustainability-driven identity. The cluttered layout, low visual hierarchy, and inefficient navigation created friction in the shopping journey, ultimately lowering user engagement, conversion rates, and average order value.
This redesign aimed to revitalize Pela’s digital presence through a cleaner visual language, improved accessibility, and a more intuitive, emotionally engaging shopping experience that better reflects the brand’s values.
Breathing new life into the design.
Problem Space
A mission held back by an outdated design.
While Pela’s mission and products resonated strongly with eco-conscious audiences, the digital experience failed to communicate that same sense of innovation and care. The website’s dated visuals, inconsistent layout, and lack of hierarchy diluted the brand’s story and trust. Users often struggled to find key information, compare products, or complete purchases without friction.
Challenge
To modernize Pela’s digital experience with a clean, intuitive, and visually engaging interface that aligns with its eco-conscious mission and improves conversion performance.
Process
Design Principles
Scaleable and Flexible
A modular design system to ensures adaptability across devices and campaigns, maintaining consistency while allowing for easy customization.
Streamlining Exploration
To create a seamless browsing experience through clean layouts, purposeful visuals, and concise copy — highlighting the product, guiding the user effortlessly, and removing friction from the purchase journey.
Brand-Driven Engagement
To communicate Pela’s sustainability mission and brand story through meaningful visuals, micro-interactions, and clear messaging, fostering an emotional connection with users while encouraging exploration and informed purchase decisions.
Project Timeline
The redesign called for a strategic evolution of Pela’s digital design language across all touchpoints. However, executing a full-scale overhaul would have been too time-intensive to align with the project’s website and email launch timeline. To maintain momentum, I developed a refined visual direction that reflected the brand’s intended trajectory while ensuring flexibility for seamless adaptation during the upcoming brand refresh.
The Components
Design
Final Product
A simplified, accessible and responsive approach to web and email experiences.
Retrospective
Learning
I learned how to approach large-scale redesigns with a systems mindset, building flexible design foundations that can evolve alongside brand and business goals. This experience strengthened my ability to design within real-world constraints while maintaining clarity and consistency across touchpoints.
Next Steps
The next phase of this project would involve aligning the refreshed website with Pela’s upcoming brand evolution. This includes refining the visual system to match updated brand guidelines, conducting user testing to validate the redesigned experience, and optimizing key user flows based on behavioral insights. Future iterations could also expand the design system across additional touchpoints such as product packaging, social media, and the mobile app to create a cohesive and consistent brand experience.