Product-minded website case study

Overview

Easyplate’s website was designed as a cultural interface that communicates positioning, values, and trust before functional understanding

context & Role

The service hierarchy, page roles, and narrative flow were defined before moving into UI design and implementation

Problem Framing

How can a service based creative studio communicate its cultural stance and credibility without relying on heavy-explanations or traditional, information heavy corporate structures?

EASYPLATE builds trust not by saying more, but by showing what matters.

Strategy

Website as a Cultural Interface
The website was designed to let users feel the brand before understanding the service

We plate, you taste
The concept of “We plate, you taste” guided the overall experience design.
Easyplate takes responsibility for structure, curation, and framing, allowing users to focus on experiencing rather than evaluating.

IA & Page roles

The structure was designed to gradually move users from emotional impression to practical trust, aligning brand perception with service credibility.

UX Decisions

• Intentionally non-uniform grid to reflect the brand’s creative stance and cultural attitude
• Prioritized visual rhythm and expression over rigid consistency
• Structured content to allow different project types to coexist under one system
• Established a minimal design system color and typography as anchors of consistency, providing order within an intentionally expressive layout

Visual & Interaction Direction

Visual decisions were guided by the brand’s cultural identity, intentionally deviating from conventional usability patterns where appropriate.

• Color gradients as emotional cues
• Playful typography to break corporate tone
• Flexible layouts to support diverse content

Motion and color transitions were used as primary tools to communicate tone and rhythm, rather than decorative effects.

Outcome & Reflection

The website currently functions as a living product that supports Easyplate’s ongoing service business and acts as a primary trust-building touchpoint.

Designed and implemented by me in Webflow, the experience was iteratively tested and refined directly in production rather than through static prototypes.

What this project shows about me

This project demonstrates my approach to product design beyond apps designing structured, intentional web experiences that balance business goals, brand identity, and user perception
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-especially in contexts where brand, culture, and business are tightly connected.