Case Study
PUR Waters
Extending the Digital Experience with Trust-Driven E-Commerce
Overview
From informational to indispensable.
PUR's website maintained strong brand consistency and solid information architecture, but lacked the ability to close the loop on purchase. Users would learn about products, then leave to compare and buy elsewhere. The initiative transformed PUR's digital presence from a passive information resource into an active decision-support and commerce platform.
The goal: guide users from uncertainty toward confident purchasing within a single, trusted ecosystem, without sacrificing the brand clarity PUR had already built.
"Is my water actually safe?"
"Which filter is right for my home?"
"Can I confidently buy this here without second-guessing my decision later?"
Project Goal
Part 01
From Browsing to Buying.
Users explored products but completing a purchase required leaving the PUR site entirely, disrupting momentum at the most critical decision moment. We redesigned the end-to-end flow to keep users in one ecosystem, from discovery to checkout.
The Journey Redesign
Old Journey
Broken loop: user exits the ecosystem before converting.
New Journey
Complete loop: confidence built, purchase completed, trust earned.
Brand research: competitive landscape, positioning gaps, and purchase flow benchmarks.
See Full Brand Research
New Purchase Flow · User Journey Map. Explore → Understand → Get Recommendation → Buy.
E-Commerce prototype: browse to buy flow in action.
View E-Commerce PrototypePart 02
Making Water Quality Visible.
Users lacked the confidence to justify their purchase decision. Without local, relevant context for what "water quality" actually meant for their home, the selection process felt abstract and overwhelming.
"How might we make water quality feel personal, understandable, and trustworthy?"
Zooming into the Evaluate stage, where trust broke down and users abandoned the decision process.
"We help health-conscious individuals make informed decisions about their water filtration needs by offering an interactive community Water Quality Map that provides real-time data and personalized recommendations based on location."
User Flow
Annotated UI Screens: design rationale, interaction states, and edge case documentation.
Part 03
Reducing Last Minute Hesitation.
Even with a clearer purchase path and localized water quality data, some users still hesitated at the final moment. We integrated a conversational SaaS solution to support users precisely when doubt emerged, without adding friction or pressure.
"How might we support users at the exact moment of hesitation, without adding friction, complexity, or pressure?"
Live Chat integration: real-time support at the hesitation moment.
The live chat system was designed to match the brand's tone, helpful, not pushy. Key capabilities engineered into the flow:
Conclusion
Three parts. One complete journey.
The initiative progressed through three integrated phases, each addressing a distinct layer of the trust and conversion problem. Together, they close the loop between brand awareness and committed purchase.
Complete browse-to-buy journey: users can discover, evaluate, and purchase without leaving the ecosystem.
Water quality made visible and locally relevant, with the right filter recommendation grounded in real data.
Last-mile hesitation reduced, with real-time support at the exact moment doubt would have caused drop-off.
"Trust isn't built by adding more information; it's built by helping users feel confident at the right moment."
What's next: Validate data source partnerships for the Water Quality Map, measure conversion behavior post-launch, and explore scaling the live chat support layer with AI-assisted triage to handle volume without sacrificing the human touch.