Pureway

PureWay is a leader in medical sharps disposal, traditionally serving healthcare organizations and institutions. With the rapid rise of GLP-1 medications and at-home injectable use, PureWay identified a new opportunity: a direct-to-consumer experience designed for everyday people safely managing sharps at home.

Rather than redesigning the existing B2B website, this project focused on creating a new consumer-facing site, with its own UX, messaging, and ecommerce flow, while remaining aligned with the core PureWay brand.

I served as Creative Director, guiding overall UX/UI strategy, defining the experience vision, designing select components, and partnering closely with another designer and development team.

This project sat at the intersection of healthcare, ecommerce, and behavior change.

Key challenges

• Educating consumers unfamiliar with sharps disposal requirements

• Reassuring users around safety, legality, and environmental responsibility

• Converting uncertainty into confident purchasing decisions

• Prioritizing subscriptions while still supporting one-time purchases

• Integrating a Shopify quiz to help users choose the correct container size and frequency

The experience needed to feel simple, human, and trustworthy, not clinical or corporate.

The core UX strategy was to remove friction as early as possible, starting above the fold.

Above-the-Fold Focus

The hero section was treated as the primary conversion engine.

Primary goals

• Instantly explain what PureWay offers: safe, mail-back sharps disposal

• Emphasize ease: no pharmacy trips, no unsafe trash disposal

• Highlight the emotional benefit: protecting family, pets, and community

• Drive users toward subscription as the default action

Key hero elements

• Clear, consumer-friendly headline

• Short, skimmable supporting copy

• Obvious primary CTA (Subscribe / Order)

• Optional secondary CTA for chat-based guidance

• Minimal navigation to keep focus on the purchase path

The visual approach balanced approachability with healthcare credibility.

Design principles

• Clean, modern, and warm, never clinical

• Consumer-first tone inspired by DTC brands (e.g., Hims-style clarity)

• Orange-forward palette aligned with existing PureWay packaging

• Friendly lifestyle imagery and illustrative moments to humanize the product

Supporting visual ideas

• A simple 3-step visual story:
  Order → Fill → Mail Back → Recycle

• Light iconography and subtle motion to reinforce ease and flow

• Optional trust cues and social proof used sparingly

A major component of the experience was helping users answer a deceptively complex question:
“Which container do I need and how often?”

To solve this, the team integrated a Shopify quiz experience designed to:

• Ask simple, non-intimidating questions

• Recommend the appropriate container size and cadence

• Route users seamlessly to subscription or one-time purchase options

My role focused on UX logic, flow clarity, and decision framing, ensuring the quiz reduced anxiety rather than introduced friction.

This project required close cross-functional collaboration.

My responsibilities

• Creative direction and UX/UI strategy

• Experience definition and conversion prioritization

• Design feedback and refinement across screens

• Direct design contribution on select components

Production considerations

• Illustration and animation planning to support clarity and storytelling

• Balancing motion and performance (especially in the hero)

• Iterating layouts for both desktop and mobile-first consumption

The result was a clear, approachable consumer experience that positioned PureWay as a trusted, modern solution for at-home sharps disposal, distinct from its institutional roots.

Key outcomes

• A consumer-first site aligned with GLP-1 market demand

• Clear conversion paths for subscription and one-time purchases

• Reduced decision friction through guided quiz logic

• A scalable foundation for future consumer growth and content

Project Lead · Creative Direction · UX/UI Strategy · Interface Design · Cross-Functional Collaboration