I’m Emilia Cui, a multidisciplinary designer reframing creativity through AI across product, brand and growth. I build clear digital experiences, scalable visual systems and commercially focused creative from strategy through execution.

TIMETREE
ERTHE GOLF
NOM BAKERY
JAUNT
OTHER WATER WEB
EMILIACUI STUDIO
SUKE TYPE
OTHER WATER PRODUCT GEN 2 (soon)
D&AD
YUEEL
RECOMMEND
NARRATIVE

CV
Email
Linkedin
OTHER WATEROther Water Ltd
DTC · Ecommerce Experience

Services
UX Strategy, Web Design, Content Design, 
Design System

Role
Product Designer
Other Water is a UK countertop water purification brand. As its product range and educational content grew, the online experience became dense and fragmented, making it harder for customers to understand the products and get started.

I led a redesign across the information architecture, purchase journey and visual direction. I simplified product education with clearer, image-led content and built reusable page patterns to create a more cohesive shopping experience.
 


The old design had useful content, but lacked clear hierarchy, with repetitive SEO copy and off-brand banners.The page lists the products, but doesn't actually answer which one I should buy.Buying Guide has a high level of text density, but the decision-making cost still falls on the user themselves.Turning insight into direction

Search and content data revealed where attention was growing, where intent was strongest and how users were entering the site. I used these signals to shape the redesign around clearer product journeys, stronger education-to-commerce connections and a more mobile-led experience.
Reframing the site around how customers understand, compare and buy.




A simpler grid, a more lightweight visual effect.

I simplified the column grid and adopted looser margins and rounder corners with larger radii, creating a clearer and more balanced layout. The lighter font design brings a soft and delicate texture, making the overall visual image closer to a modern lifestyle brand.

Refreshed the hero product banner video and ads with a brighter, lighter visual direction. Refined the copy to make the product feel more approachable and engaging.
With a startup budget and tight timeline, AI supported layout, imagery and motion within clear system guardrails.


Testing revealed that many customers were unsure how to get started with their purifier. I replaced dense instructions with a simple, image-led three-step guide to make setup easier to follow at a glance.


(Return to Projects)
Based in London, United KingdomService for brand, product, digital content and AI generation

All Rights Reserved ©