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pul technologies

Client project -
redesign the existing Pul website

Project Duration - March 2022 to May 2022

Tools - Figma, Miro, Adobe Photoshop

Website Redesign


PUL Technologies is a Medical Equipment Manufacturing company providing premium dental tools for aligner companies and their patients. They have developed a comprehensive suite of products helping over 200,000+ patients around the world.

Project Team

1 Product Manager, 1 Copywriter, 2 UI/UX Designers

My Role

Lead in UX/UI design, User Research


To refresh and rebuild Pul website to help with the firm’s transition from B2B (Business-to-Business) to B2B + B2C (Business-to-Consumer).


12 weeks (March 2022 to May 2022)



We chose a goal-directed design approach initially, which helped us proceed through the timeline smoothly. This method focuses on the rationale and motivation of the redesign process. In Pul's instance, we achieved this by asking a few general but useful internal questions.

  • "What is the product and who is it for?"

  • "Who are our biggest competitors?"

  • “What problems are we solving?”

  • “Is there any existing research or design material?”

  • "Is there any domain knowledge to know?"

Project Timeline

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Affinity Map

We used affinity mapping to determine the direction we intended to take the product. The method of brainstorming was effective in laying the groundwork for the rest of our approach.

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Selected Possible Solution

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User Research

We conducted a user questionnaire to measure customers’ online shopping experience in terms of convenience, attractiveness, perspicuity, and efficiency

Research Insights

We conducted a user questionnaire to measure customers’ online shopping experience in terms of convenience, attractiveness, perspicuity, and efficiency. These are the highlights of the insights we discovered when going through the questionnaire results and feedback.

participants claim using computers to place orders


participants felt the website is less visually attractive


participants like the product


participants stated they can smoothly place the order


participants complained the product manual is unclear

User Flow

We created a user flow that depicts the basic start-to-finish journey of purchasing an item, allowing us to navigate through user goals and understand how users interact with the website.

By developing unique shopping pages for individual clients and dental professionals, customers would benefit from a smoother user experience based on their corresponding demands.

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Information Architecture

Our goal is to assist users in efficiently locating information and completing tasks, by organizing, structuring, and labeling content in an efficient and sustainable way.

It helps understand how different pieces fit together to form the whole picture, and how items relate to one another within the system.

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Preliminary Wireframes

After sketching out the wireframes and thinking through the user flow, we reviewed what was necessary, unnecessary, and what areas needed improvement.

Start big and scale down - substantial time was spent to make sure we had the finishing touches on the underlying UX before moving onto the visuals.

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Final Design

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Designed for diverse users with different needs

Bulk orders, monthly subscriptions,  & special offers available for dental professionals

Product - Pro  - Final Design Intent.png
Product - Patient  - Final Design Intent.png
About Us - Final Design Intent.png
About Us - Final Design Intent.png

Getting to know Pul with founder story, product timeline, tutorials, and much more

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