Designing and building a human-centred greeting card platform
Paperly
UX Strategy • UI Design • Front-End Development
Role
UX Research, UI Design, Front-End Development
Tools
Figma, HTML, CSS, JavaScript
Outcome
Fully coded front-end prototype
Paperly is a custom greeting card platform designed to make digital gifting feel personal again.
I took this project from initial research through to a fully built front-end experience, combining strategy, design, and development into one cohesive product.
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Most greeting card platforms feel generic and transactional.
Users struggle to find something that actually reflects what they want to say, often settling for templates that lack personality or meaning.
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Paperly shifts the experience from buying a product to creating something meaningful.
Users describe a person, moment, or inside joke, and the platform turns that into a personalised design. The process feels collaborative, not transactional.
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Research
Competitor analysis, audience insights, and user needs
Design
Brand identity, UI system, and user experience flows
Build
Fully coded prototype using HTML, CSS, and JavaScript
Design System
The design system balances structure with personality, creating a visual identity that feels human, expressive, and intentional.
Colour
A bold palette designed to guide attention and create energy.
Blue anchors the interface, red highlights key actions, and yellow adds moments of play. Balanced with cream and black for clarity.
Components
A bold palette designed to guide attention and create energy.
Blue anchors the interface, red highlights key actions, and yellow adds moments of play. Balanced with cream and black for clarity.
Typography
A bold palette designed to guide attention and create energy.
Blue anchors the interface, red highlights key actions, and yellow adds moments of play. Balanced with cream and black for clarity.
Visual Language
A bold palette designed to guide attention and create energy.
Blue anchors the interface, red highlights key actions, and yellow adds moments of play. Balanced with cream and black for clarity.