05
Plzeňský Prazdroj
2023
The redesign of the Pilsner Urquell website focused primarily on improving the user journey for ticket purchasing—a key experience for visitors booking brewery tours and events. The original process was fragmented and slow, often requiring users to navigate multiple pages and deal with unclear UI elements. Our goal was to streamline this journey, reduce friction, and make the overall experience more intuitive and enjoyable.
We approached the redesign by first mapping out the current customer flow and identifying the drop-off points. From there, we introduced a simplified booking interface with a clear calendar view, dynamic ticket selection, and integrated checkout—all within a single, responsive page. Visual hierarchy, microinteractions, and a consistent tone of voice helped create a user-friendly experience that aligned with the Pilsner Urquell brand: authentic, warm, and confident. The result was a modern, conversion-oriented design that significantly reduced the steps from intent to purchase.
While the concept received positive feedback and showed strong potential for improving engagement and sales, it ultimately remained a design prototype. The project served as a strategic proposal for what the digital experience could become, should the brand choose to move forward with implementation in the future.
Client:
Plzeňský Prazdroj
Date:
2023
Role:
