I worked directly with John van B. the CEO of Iquality on the design of Purple Unity from the first day. Purple Unity specializes in providing businesses with a scalable platform for managing asset data, fostering collaboration, and integrating seamlessly with other enterprise systems. With their API-first approach, they offer a flexible solution that helps companies reduce costs, enhance customer engagement, and drive sustainable growth. Their focus on innovation and environmental responsibility sets them apart in the world of asset management

The team consisted of a TL, PM, 2 front-end devs, 2 back-end devs, 2 QA and me as a product & branding designer. Our goal was to create an API-first, headless platform that would deal with effective asset data management, asset remarketing, and company & contact management, and asset global sharing. After the product was ready, the goal was to present the startup as a comprehensive brand with a solid website.

I started the project by conducting a thorough stakeholder interview. The insights from it led to the creation of the first proto-personas and service design blueprints. I proceeded to craft a Kano model to outline key features and functionalities of the project. After IA was made I designed the main flows: onboarding, adding assets, creating auctions, selecting the target audience. In the meantime, I started to create a design system, because I felt the styleguide wouldn't do it for such a complex and vast system. I needed a scalability and flexibility to be able to update it in a short span of time. After the launch of the product, I started to create a brand. I designed a logo, updated brand colors, created a visual identity, and laid out writing principles. I set up voice & tone and created a brand mind map. For the website, I conducted a competitive analysis and created an IA. I designed every section of the website and wrote the majority of the content that is present there now. I supported the platform, brand and website with design iterations, updating its features and adding new functionalities.

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.