The Opportunity

Turning discovery into conversions

Pura, a smart fragrance brand known for its customizable, app-controlled diffusers for home and car, partnered with Smart Design to evolve its digital experience and create even stronger connections with customers across platforms and touch points. The brand was already generating significant awareness through social media and promotions, with many people visiting the site to explore, but there was an opportunity to ensure that this curiosity translated into confident first purchases and ongoing loyalty.

As a category leader, Pura needed to effectively convey what sets its diffusers apart and make their fragrance selection feel simple and intuitive to navigate. At the same time, there was an opportunity to make promotional offers and subscription options feel clear and compelling.

In an increasingly competitive market, Pura sought a more cohesive, user-centered digital experience that would not only showcase the brand’s innovation but also inspire customers to return, explore, and build long-term relationships with the brand.

Our Process

Designing across the journey

To uncover opportunities and identify friction points across the digital ecosystem, we conducted a comprehensive audit of the experience, mapping the journey from discovery through paid media, consideration, purchase, product setup in the app, daily controls, and product replenishment.

We also reviewed a curated list of competitors and gathered inspiration beyond home fragrance by looking at best-in-class personalization, storytelling, and loyalty programs across beauty, meal delivery services, and health and wellness.

By analyzing the full customer journey, we identified confusing interactions, gaps in content, and inconsistent design across the website and mobile app. Along the way, we worked closely with a large, cross-functional team of 25+ client stakeholders from different parts of the business, including subscriptions, marketing, sales, and design.

Together, we ran hands-on workshops to prioritize ideas based on business impact, implementation effort, and short- vs. long-term feasibility. Collaborating directly ensured our work resonated with each client team and helped us prioritize ideas that would deliver the most value. Our co-creation approach helped align different client stakeholders while still staying nimble within Pura’s fast-moving, startup-like culture.

The Impact

A blueprint for what’s next

Making a scent-based, higher-price-point decision online has it’s challenges. To build confidence to complete that first purchase, we recommended features that simplify product understanding, such as guided scent finders, storytelling moments that help bring fragrance profiles to life digitally, and scent data visualizations to guide recommendations based on preferences. We also helped evolve the way they were communicating subscriptions, including a cadence for delivery to be determined based on actual product usage.

Our partnership with Pura improves their digital experience and helps build confidence with customers to increase engagement and conversion. Our work positioned the brand to better compete in a crowded market, turning passive interest into active loyalty through a clearer, more connected experience. With clearer guidance in messaging and pathways, a shift from functional to experiential visual content, and a reimagined subscription model, we helped set the stage for stronger engagement and future growth.