Purple: Leading the Redesign and design system

Purple: Leading the Redesign & design system

Purple: Leading the Redesign & design system

B2B SaaS event planning system

B2B SaaS event planning system

B2B SaaS event planning system

Purple is a B2B platform that helps corporate teams plan and manage events, while connecting them with high-quality, relevant vendors. The product focused on increasing completed events, simplifying vendor booking, and improving user retention.

In 2022, I led the full product redesign and built the design system from scratch.
The improved UX helped planners stay engaged and successfully plan hundreds of events.

Purple is a B2B platform that helps corporate teams plan and manage events, while connecting them with high-quality, relevant vendors. The product focused on increasing completed events, simplifying vendor booking, and improving user retention.

In 2022, I led the full product redesign and built the design system from scratch. The improved UX helped planners stay engaged and successfully plan hundreds of events.

Purple is a B2B platform that helps corporate teams plan and manage events, while connecting them with high-quality, relevant vendors. The product focused on increasing completed events, simplifying vendor booking, and improving user retention.

In 2022, I led the full product redesign and built the design system from scratch. The improved UX helped planners stay engaged and successfully plan hundreds of events.

Ownership

UX-UI Design

design system

User-testing

Prototyping

Handoff

Planning events in large organisations is
often complex.

Planning events in large organisations is often complex.

  • Complex budget management

  • Numerous vendors involved

  • Various regulations (especially for extreme activities or multicultural aspects)

  • Multiple stakeholders who want to influence the process

We solved these challenges with a streamlined, 

two-sided platform.

We solved these challenges with
a streamlined, two-sided platform.

For planners, Purple brings everything into one place — from budgeting and concept-building to communication and vendor booking.


For planners, Purple brings everything into one place — from budgeting and concept-building to communication and vendor booking.


For vendors, Purple provides a dedicated dashboard to manage customers, receive requests, submit proposals, and manage their ongoing event leads.

Full-cycle UX/UI, from concept to delivery.

I led the end-to-end UX/UI process across both planner and vendor experiences — from early concept to dev-ready delivery. This included translating the marketing site’s visual identity into product design, and building a scalable design system from scratch.

My responsibility

UX UI ownership

design system

UI design

Prototyping

User-testing

Handoff

My interfaces

CEO & Co founder

UX research

Ukraine Developers

Agency Founder

Agency Head of design

Head of design

Copywriter

By combining strategic UX thinking with hands-on UI, I helped transform a messy product into
a clear, intuitive platform that aligned with both user needs and business goals.

By combining strategic UX thinking with hands-on UI, I helped transform a messy product into a clear, intuitive platform that aligned with both user needs and business goals.

By combining strategic UX thinking with hands-on UI, I helped transform a messy product into a clear, intuitive platform that aligned with both user needs and business goals.

Business goals and KPI's

Optimize the platform's UX to create a trusted and joy-able planning experience

Optimize the platform's UX to create a trusted and joy-able planning experience



Increase planned events

Increase

planned events

Target: +25% growth in events planned per quarter

Target: +25% growth

in events planned

per quarter

Reduce drop-off

during planning

Reduce mid-process abandonment by 20%


Grow user base

Add 200 new planners and 50 vendors monthly

Maya Etstein UX research

From Prototype to Insight

Based on usability sessions conducted by our UX researcher, I analyzed user feedback to identify blockers and pain points - focusing on missing features and functionality,
These insights directly shaped the UX solutions that followed.

Based on usability sessions conducted by our UX researcher, I analyzed user feedback to identify blockers and pain points - focusing on missing features and functionality, These insights directly shaped the UX solutions that followed.

I want to keep all the event information in one place to save time and focus on creativity.

I want to keep all the event information in one place to save time and focus on creativity.

Interal Event Planner
(HR / Office Manager)

Plans employee events, team-building activities, training, and celebrations.

Needs clarity, structure and time-saving tools.

Plans employee events, team-building activities, training, and celebrations.

the one who confirms the concept, budget, and other details

I need to see all the data about the event to learn from it for future events.


I need to see all the data about the event to learn from it for future events.


Team Lead
Decision Maker

Team Lead
Decision Maker

Approves concept, goals and budget.

Approves concept, goals and budget.


Wants high-level visibility and easy access to metrics

I want to expand my client base & efficiently manage them all from the same place.


I want to expand my client base & efficiently manage them all from the same place.


Service Vendor
(Catering, Entertainment)

Service Vendor
(Catering, Entertainment)

Provides multiple services to a range of clients.

Provides multiple services to a range of clients.


Look for high-quality leads, clear requests, and smooth communication.

What We Learned from Real Users

Insights gained
from our users

From insight to Opportunity

After identifying key pain points, I used the 'How Might We' method to reframe user challenges into clear, solvable questions — turning feedback into direction for the UX work ahead.

AAfter identifying key pain points, I used the 'How Might We' method to reframe user challenges into clear, solvable questions — turning feedback into direction for the UX work ahead.

Designing with Users in Mind

"I want to be able to collaborate with others about the event planning"

"I want to be able to collaborate with others about the event planning"

At every step, the planner can collaborate with others and consult about their decisions with the Collaboration panel

"Guest feedback can help us create event packages with budgets and recommended vendors in the same area"

"Guest feedback can help us create event packages with budgets and recommended vendors in the same area"

At this 2 views dashboard the planner can gain insights after the event is finished and learn from them for future events.

"I want to keep all the information about the events I organise in one place"

a new area added to the system where the planner can manage an annual events plan and see the whole picture.

Reducing Drop-Off
with Smarter Progress Design

I refined the planning sidebar by reorganising the steps and adding visual progress indicators to help users easily track their journey.

To reduce friction and support different planning styles, I added a shorter flow for users who preferred to skip full planning and book services directly.

The progress menu now has a short version flow, allowing users to skip full event planning and proceed directly with vendor orders.

The progress menu now has a short version flow, allowing users to skip full event planning and proceed directly with vendor orders.

These changes helped improve clarity, increase engagement, and encourage users to return and complete their plans — ultimately supporting better retention.

The progress menu now has a short version flow, allowing users to skip full event planning and proceed directly with vendor orders.

The progress menu now has a short version flow, allowing users to skip full event planning and proceed directly with vendor orders.

optional

optional

optional

Solving Real Needs with Design

Solving Real Needs with Design

Before

After

Before

After

Before

After

Before

After

Before

After

These changes helped improve clarity, increase engagement, and encourage users to return and complete their plans — ultimately supporting better retention.

These changes helped improve clarity, increase engagement, and encourage users to return and complete their plans — ultimately supporting better retention.

Impact

These UI and UX improvements were crafted directly in response to user needs — and they helped reduce drop-off, improve clarity, and drive real engagement across the platform.

Events created in 3 months

Events created
in 3 months

122

122

Events peek
a day

Events peek
a day

8

8

Design system

The startup needed tools to rebuild the entire platform while implementing the new branding. The big challenge was to create a good user experience while considering the backend that had already been developed.

Dev Handoff

When delivering the design, I ensured it would be easy for developers to understand by naming each frame and screen, adding notes, breaking flows into different scenarios, and covering all options.

At the same time, I created prototypes for each flow and communicated with the developers as much as possible to make the development more faithful to the design.

When delivering the design, I ensured it would be easy for developers to understand by naming each frame and screen, adding notes, breaking flows into different scenarios, and covering all options.

At the same time, I created prototypes for each flow and communicated with the developers as much as possible to ensure that the development was faithful to the design.

When delivering the design, I ensured it would be easy for developers to understand by naming each frame and screen, adding notes, breaking flows into different scenarios, and covering all options.

At the same time, I created prototypes for each flow and communicated with the developers as much as possible to ensure that the development was faithful to the design.

“ Perach work has demonstrated unparalleled design capabilities.

She has created our entire design system and has done so with talent, creativity, and dedication, which is a rare combination. Pearch is hard working, self starter and in constant lookout for trends and innovation - which makes her an absolute asset”.

Rachel Mendelovich
Founder & CEO Hellopurple


Rachel Mendelovich
Founder & CEO Hellopurple


Rachel Mendelovich
Founder & CEO Hellopurple


Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef