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

Purple is a B2B platform that enables HR teams to easily plan and manage corporate events, while connecting them with high-quality, relevant vendors.

The product's main business goal was to increase the number of completed events while streamlining vendor booking and improving user retention.

In 2022, I led the redesign of Purple’s SaaS platform and developed its design system from scratch.

Ownership

UX-UI Design

design system

User-testing

Prototyping

Handoff

The system aims to solve the complexity of event planning in large companies

The system aims to solve the complexity of event planning in large companies

  • Complex budget management

  • Numerous vendors involved

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

  • Multiple stakeholders who want to influence the process

Roy the vendor

Sofi the event planner

Information architecture

Planner vs Vendor

Purple platform provides

  • A single platform that centralizes the entire process:
    budget tracking, planning, communication, and vendor management.

  • A guided workflow that simplifies event planning while allowing room for creativity.

  • A simple and intuitive user experience, tailored to each persona.

  • A centralized platform streamlining the entire process: budget tracking, planning, communication, and vendor management.

  • A guided workflow that simplifies event planning while allowing room for creativity.

  • A simple and intuitive user experience, tailored to each user persona.

Business goals

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

Increase the number of events planned through the platform

Reduce user drop-off rates during the planning process

Grow both vendor and planner user bases

Grow both vendor and planner user bases


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.


Human Resources (HR) 

Human Resources

employee appreciation events, team-building activities, training sessions, celebrations....

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.


The Project Manager

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

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

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.

Catering Vendor

can be one vendor to several services or vendor for each service

can be one vendor to several services or vendor for each service

Insights gained from our users

Insights gained
from our users

Challenges mapping

After mapping key pain points, I reframed them into How Might We questions

After mapping key pain points,

I reframed them into How Might

We questions

Maya Etstein UX research

Prototype & User testing

Based on user testing of my Figma prototype, I analyzed the feedback regarding missing features and functionality and developed targeted solutions to enhance the user experience.

"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.

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.

optional

optional

optional

Design solutions

Design solutions

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.

On the creators' side, the platform includes a 8-steps planning process that offers endless ideas and inspiration, and then match them with the top vendors in their area who can bring their vision to life.

On the creators' side, the platform includes an 8-step planning process that offers endless ideas and inspiration. It then matches them with the top vendors in their area who can bring their vision to life.matches

The vendor side provides tools to help manage business operations such as sending quotes, managing leads and customers, tracking revenue, and promoting growth.

The vendor side - provides tools to help manage business operations such as sending quotes, managing leads and customers, tracking revenue, and promoting growth.

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.

Impact

Events created in 3 months

Events created
in 3 months

122

122

Events peek
a day

Events peek
a day

8

8

“ 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


Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef

Perach Yosef