PROJECT TYPE
Stage
Deliverables
Strategy, Web
Introduction
A brand built for social
Nuuds, designed by a mega-influencer, was launched with a social-first commercial model. Every week, they would drop a new collection. Hundreds of thousands of people would storm the site, fill their baskets and check out within minutes.
There was no room for any friction in the flow. It had to work with users who were high stress, high excitement and highly motivated to checkout.
With Nuuds, I designed the website and checkout UX that ran the whole experience. A premium, mobile first site that let the clothes shine.
Designed for fangirl speed
Nuuds buyers aren't just browsing, they're on a mission. They know what they want and they've been waiting for it all week.
The entire UX had to be built around that energy. Clean hierarchy, obvious flow and a checkout stripped of every unnecessary step that would support the commercial model of Nuuds.
Nuuds had to balance a real tension between speed and feeling premium, so I employed whitespace and mobile friendly components that felt more app-like than web-like, delivering a combination of luxury and calm amidst the chaos of checkout.
A site that changed every week
The other challenge with Nuuds was that it couldn't be static. Nuuds drops weren't just new products, they were full events. This week might be neon pink bubblegum, and next week might be camo. Totally new mood, photography and world.
I designed Nuuds to adapt the entire site - backgrounds, accents, photography - all with as little variable inputs from their team.
The system was designed to be flexible enough to retheme the site without touching the code. Allowing the Nuuds team to run it themselves, keeping pace with their own marketing team, without reliance on a designer.
Nuuds became a $100m brand in under three years using the same flow that I designed.
brand value
$100m
winner at
Awwwards
initial design
4 weeks
TESTIMONIAL
"Dan absolutely crushed the first project we worked on together, so when I needed help again, I knew exactly who to ask. Everything he delivers is excellent. His communication is amazing. He performs at the highest level whether it's web design, brand conception or package development."
Rob Fletcher
Co-founder, Nuuds
