Pillsner Urquell - redesigning the legend

Website redesign  ·   Information architecture   ·   UX/UI


I was lucky to be given the opportunity by the good guys in Triad to work on redesigning a website for the world - famous Pilsner Urquell. The question was, how do we create a fresh, modern website while preserving the feeling of the brand's long standing history?


Defining use cases

At the beginning of the project we reconsidered the type of information that needed to be presented, as well as the ones that didn't. Putting together user personas helped us define the use cases and the type of information these personas would be looking for. Flattening the information architecture was then followed by low-fi wireframes to get some feedback on the flows.


To eternity and beyond. And then back.

Once the architecture, wireframes and copy were finalized, a visual exploration phase began. I was trying to look for a modern, possibly timeless look by incorporating historical photos and illustrations alongside modern photography, without using any textures or heavy elements. The client pushed back on wanting to preserve the paper texture in the background which I felt wasn't the best direction in the era of flat design. Looking back, having the paper texture eventually is the thing that tied the tradition with modernity together. It pays off to listen to different opinions and not get too attached to current design fads.


Tapping into responsiveness

With the redesign the Pilsner Urquell website got responsive for the first time. Under the ideal circumstances further iterations would be useful in older to test the mobile flows, especially finding the pubs that serve Pilsner in your area.


Bottoms up

Working on projects with multiple stakeholders having their input is not easy. What we all learned is that discussing things with the actual decision makers is key. Otherwise you can get stuck in a loophole of back and forth feedback. Also, as a designer it's extremely important to do your own talking and reasoning with the client. It saves time, agency money, and your own sanity.)

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