12 minutes read
Industry Expeirence
Pryde - Redefining Sneaker Culture
Pryde is a bold, community-first sneaker platform designed from scratch to blend art, exclusivity, and culture.
Visual Design
Problem Solving
Passion project
Background
Pryde is a D2C sneaker brand that merges bold design with premium craftsmanship and cultural identity. Tailored for artists, collectors, and sneakerheads, it blends street-ready style with innovation while fostering a community through shared creative values.
Problem
Pryde lacked a digital presence that reflected its bold, culture-driven identity. The existing website offered poor product discovery, disconnected community elements, and minimal storytelling causing friction for its audience of creative, trend-conscious sneaker enthusiasts seeking exclusivity, expression, and a sense of belonging.
Challenge
Inconsistent brand voice and visuals
Disconnected community elements
Poor hierarchy and overwhelming navigation
Lack of storytelling behind the drops and the brand
Discover
Uncovered disconnects between Pryde’s bold vision and user experience.
Define
Framed key problems: poor storytelling, navigation, and engagement.
Design
Built bold, intuitive UI with immersive product storytelling.
Develope
Collaborated on responsive, mobile-first implementation.
Deliver*
Created a scalable system ready for future drops and growth.
Getting to know...
User’s Perspective
Wanted smooth, fast discovery and purchasing
Valued storytelling and artist collabs
Desired better transparency in upcoming drops
Needed clear categorization and availability status
Brand’s Perspective
Wanted to stand out visually with a minimal, sharp aesthetic
Sought a design that could evolve with exclusive drops
Needed to position itself as premium but approachable
Emphasized community and individuality through sneakers
Competitive Benchmarking
We studied streetwear, sneakerhead psychology, hype culture, and how brands like Nike SNKRS, Adidas Confirmed, and END use design, urgency, and exclusivity to convert users.
Drop logic, minimal design, immersive storytelling
Resale integration, trust-building UX
Cultural narrative, bold type and editorial influence
Loyalty meets culture via creator-led releases
Persona
Utkarsh Singh
Aayush lives for individuality. He treats sneakers as wearable art and loves collecting drops that reflect his taste. He regularly follows artists, upcoming brands, and thrives on being the “first” to discover unique pieces.
Needs
Limited, exclusive drops
Fast and frictionless checkout
Sneaker stories and artist collabs
Community inspiration and user content
Goals
Curate a personal sneaker gallery
Stay ahead of trends in style and design
Support up-and-coming artists through brands
Share and flex new finds online
Fears
Missing drop notifications
Delays in shipping or unclear availability
Losing out due to confusing navigation
Pains
Slow-loading websites
Generic product pages with little story
Lack of transparency on upcoming drops
Disconnection from the brand’s voice
Sandhya Jethi
Sandhya likes sneakers but isn’t deep into the culture. She’s intrigued by hype drops, but prefers functionality, clear pricing, and trust over flash. She often checks reviews before buying and hates feeling rushed or manipulated by artificial urgency.
Needs
Honest, transparent pricing and availability
Easy sizing guide and return clarity
A site that feels trustworthy, not gimmicky
Goals
Find stylish yet functional sneakers
Buy from a brand that feels authentic
Avoid post-purchase regret
Fears
Buying into hype that doesn’t match quality
Feeling tricked by FOMO tactics
No human support if something goes wrong
Pains
Poor product imagery or no 360° view
Too many steps to checkout
No sense of what makes the sneaker worth it
Lack of verified community reviews or trust signals
Developing the Solution
The aim was to create a bold yet intuitive interface that reflects drop culture, encourages storytelling, and builds community. A clean, editorial aesthetic supports a seamless shopping journey, highlighted by a 3D sneaker viewer for deeper product engagement
Developed low-fidelity wireframes focusing on simplified navigation, sticky order summaries, and progressive disclosure of information.
Collaborated closely with the brand’s web and product teams to ensure alignment with business goals and brand identity
Key UX Improvements: To translate Pryde’s bold vision into a functional product, I focused on turning abstract user frustrations into tangible UX solutions. The table below summarizes core improvements across the product experience
Feature
Product Discovery
Product Pages
Personalized Recommendations
Checkout Flow
Microcopy & UX Writing
Error Handling
Old Experience
Overwhelming categories
Static images, limited info
Absent
Multi-step, unclear feedback
Generic, impersonal
Vague errors, no guidance
Redesigned Solution
Clean, filterable navigation by style, brand, and occasion
360° views, rich descriptions, "similar items" suggestions
Al-powered suggestions based on browsing & purchase history
Single-page, sticky summary, clear progress indicators
Friendly, encouraging messages ("What a wonderful choice!")
Contextual error messages, actionable next steps
Visual Design
Typography
Type Scale
GT Walsheim trial
Display
GT Walsheim trial
H1
DM Sans
H2
DM Sans
H3
DM Sans
Title
DM Sans
Button
DM Sans
Body Text
75px/82px
For Desktop
Cn U BD Ob
40px/44px
Bl
24px/18px
Medium Italic
24px/22px
Bold
14px/18px
Bold
16px/18px
Bold Italic
14px/18px
Regular
Type Scale
GT Walsheim trial
Display
GT Walsheim trial
H1
DM Sans
H2
DM Sans
H3
DM Sans
Title
DM Sans
Button
DM Sans
Body Text
DM Sans
Small Text
40px/40px
For Mobile
Cn U BD Ob
24px/24px
Bl
16px/18px
Medium Italic
20px/20px
Bold
12px/18px
Bold
12px/12px
Bold Italic
14px/18px
12px/18px
Regular
Regular
Low Fidelity Wireframes
Product GRID
join the pryde/ community
video/ Brand story
product video/ Banner With CTA (expressive)
cross selling widget
ig video plugin
Footer - tagline, contact, sitemap
Offer sticker
Pryde Logo
SHOP NOW
MY ACCOUNT, CART
Banner With CTA
Offer sticker
Footer
Pryde Logo
SHOP NOW
MY ACCOUNT, CART
Product GRID
Product CATEGORY
FILTER, SORT
new drop
Offer sticker
Large product image
Product Name
Price
Colour selection
Size
Option to select quantity
Paymernt method discounts
Add to cart CTA
Product material/details
Shipping markers
testimonials stories/ig pugin
- autmatic fetch
Product Information
Footer
cross selling widget
testimonial
product image And Features
Pryde Logo
SHOP NOW
MY ACCOUNT, CART
Offer sticker
Banner
About the brand
join the pryde/ community
Footer
Pryde Logo
SHOP NOW
MY ACCOUNT, CART
Mood Board
Word Cloud
Mood Board
Branding
Concept
FP X HC
Crown
Rough Texture
angular
shapes
Wings to fly
marker shapes
Stamp
crown + y
energy
spark
shoe lace Y
sneaker shape
Fire
Distress
Texture
North star
punch
knuckles
Spray paint
PRYDE
orange for energy &Confidence
hindi lang
loud
Group of lion = Pride
lion + Fire
slant
family & brotherhood
avant garde
-sens serif font
Mood Board
Word Cloud
Branding
Concept
Final Concept
Lion’s Pryde
In the concrete jungle of Indian sneakers, we are lions. Our logo shows the brotherhood of the pride, a fam that stays together. We're loud, rebellious, electric with energy. Our font? Avant-garde, literally. We represent the new, the experimental, the raw and original. The big registered mark? That's our roar. We earned it. This is your chance to join the Pryde.
FP X HC
Word Cloud
Mood Board
Branding
Concept
FP X HC
orange for energy &Confidence
loud
Group of lion = Pride
lion + Fire
slant
sens serif
Mood Board
Word Cloud
Branding
Concept
Colors
FP X HC
#F05136
Pantone
2028U
#FFFFFF
Print + Digital
Digital
#BAF127
#945BDC
#FFD700
#2CD5C4
#000000
About page/PDP
Crafting Premium Sneakers with Style, Comfort, and Innovation
At Pryde, we are dedicated to creating premium sneakers that blend style, comfort, and innovation. Our commitment to excellence drives us to produce footwear that stands out in quality and design. We believe that every step should be a statement of individuality and confidence.
Founded with a passion for sneakers and a vision for modern fashion, Pryde has grown into a brand that values both aesthetics and functionality. We aim to inspire our customers to express their unique styles while enjoying unparalleled comfort.
CHASING PERFECTION WITH PRYDE
Be a part of our vibrant community where sneaker enthusiasts connect, share, and inspire each other Stay updated.
ONE MORE STEP INTO THE WORLD OF
OUR COMMUNITY
Join The PRYDE
Our design philosophy centers around the fusion of contemporary aesthetics and cutting-edge technology. At Pryde, we believe that sneakers should not only look good but also enhance the wearer's lifestyle.
Each pair is crafted with meticulous attention to detail, using the finest materials to ensure durability and comfort. We prioritize sustainability by incorporating eco-friendly practices and materials in our production process. Our innovative designs are inspired by the latest trends and timeless classics, ensuring that our sneakers are always in style.
OUR Philosophy
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Size Guide
?
ADD TO CART
PRODUCT DETAILS
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SHIPPING POLICY
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MATERIAL
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extras
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TERMS & CONDITIONS
PRIVACY POLICY
AND
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Contact
C-56, A/13, 8th Floor, 6th Block,
Koramangala-560095, Bengaluru, India
+91 78270 49390
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SEO
Micro-interactions
Implementation & Collaboration
The design was brought to life through close collaboration with developers, ensuring mobile-first, responsive builds and smooth interactions. Features like 3D product views and drop countdowns were implemented with scalability in mind, setting the stage for future releases and community growth.
KEY Takeaways
Incorporating global UX best practices
UX/UI improvements
High-quality visuals
interactive product view
Incorporating global UX best practices
Simplified navigation and filtering
Data-driven design decisions
Personalization
Continuous iteration
Proactive error handling
Cross-functional collaboration
User research and data analysis