Timeline: 3 weeks
Team: Slavo, Vahag Melkonyan, Dany El Halabi
My Role: UX/UI Designer
Project Website: Click Here
nuv is a clothing brand inspired by nature and made for those who express themselves daily. Our limited-edition pieces offer comfort, confidence, and a sense of belonging—connecting you to a community that values meaning over mass. Elevate yourself. Stay in motion. Stay nuv.
Challenges
Nuv is a new clothing brand that entered the market just two months ago. We needed to design and develop the e-commerce platform within a tight 2–3 month timeline, ensuring the launch aligned with the brand’s growth momentum. Since the target audience consists of clients who express themselves daily, the website had to reflect the brand’s values, limited-edition pieces that offer comfort, confidence, and a sense of belonging, while connecting people to a community that values meaning over mass. Meeting the deadline and capturing the essence of a new brand in a competitive market were the key challenges.
Goal & Metrics
Our primary goal was to design an e-commerce experience that builds client trust, improves conversions, and minimizes drop-offs. Since the brand’s first collection was a limited summer release, success was defined by driving product sales within the season. The design team focused on creating a seamless and engaging shopping journey that encouraged quick decision-making and captured the urgency of the summer launch.
Research & Insights
Interviews & Survays → We conducted interviews and surveys with friends and individuals interested in clothing and new brands. These conversations provided valuable insights into their e-commerce experiences. Most participants regularly purchase clothes online, but common pain points included sizing issues, unclear navigation, and difficulties finding the right products.
Research → During competitor analysis, we identified key insights, pain points, and interesting features across several well-known clothing brands. Most of them followed a similar design approach in terms of navigation, information architecture, product detail pages, and overall shopping experience. However, some lacked accessibility, such as non-adaptive mobile designs, poorly placed or unclear CTA buttons, and in one case, breadcrumbs that did not meet WCAG standards, making them unusable. At the same time, many brands demonstrated strong usability and valuable features, which we prioritized and adapted for our design.
Ideation → Throughout the ideation phase, we closely collaborated with stakeholders, brand and graphic designers, photographers, and models in short, the entire team. Every step of the process was built on constant communication and alignment to ensure the website reflected both the brand’s vision and the user’s needs.
Design Process
Ideation → Throughout the ideation phase, we closely collaborated with stakeholders, brand and graphic designers, photographers, and models in short, the entire team. Every step of the process was built on constant communication and alignment to ensure the website reflected both the brand’s vision and the user’s needs.
Information Architecture → We explored multiple concepts, creating user flows and site maps while working closely with the entire team. Each iteration was discussed and refined together, helping us identify the most intuitive and effective solutions for guiding users through the shopping journey.
Wireframes & Prototyping → We started with low to high-fidelity wireframes, then built clickable prototypes in Figma to test our ideas. Through iterative testing, we identified pain points, refined the user experience, added new features, and removed unnecessary elements, constantly double-checking that everything aligned with the brand goals and worked seamlessly for users.
Visual Design → We built an in-house UI component library to ensure consistency and scalability. For typography, we chose Unbounded, which fit the brand identity while remaining highly readable and accessible. The color palette was kept minimal, white and dark blue to maintain focus on the products, with light orange used strategically for primary CTAs. Throughout the process, we followed WCAG standards to guarantee accessibility and usability across all devices. Designs were created for desktop, tablet, and mobile versions.
Final Solution
Solved Problems → One of the main challenges was the tight deadline, but the design team successfully delivered on time. Since the brand’s limited-edition products had to be sold within 45 days, we prioritized highlighting these items to create urgency. To improve navigation, we introduced easy-to-use filters on the product listing page, allowing users to switch between products effortlessly. On desktop, we added a Quick Add to Bag feature, enabling faster purchases and reducing friction in the buying process.
Results & Impact
Qualitative Outcomes → Many users, particularly Gen Z, responded positively to brand and enjoyed a smooth, engaging experience while navigating the web.
Business Impact → As a new player in the market, Nuv is still building its sales. We are optimistic about future growth, as the marketing team works tirelessly to boost sales and other team members focus on enhancing customer service. I also contributed by sharing product updates with my friends and wider community to help increase awareness and engagement.
Reflections
Key Learnings → This project was a particularly exciting experience for me, as I truly enjoyed working with the nuv brand. We discovered new approaches to e-commerce design, especially for limited-edition products that needed to be sold quickly within a set timeframe. Along the way, we connected with passionate professionals who love what they do and built a strong, friendly relationship with our client and their team. Overall, it was a valuable and inspiring journey for both me and my colleagues.
Will Improve Next → Throughout the project, I was in daily contact with the client and developers, testing the website regularly and sharing feedback. During this process, I identified a critical bug with adding products to the bag, which was quickly resolved by the dev team. Looking ahead, if the brand introduces new products and the platform needs to scale, we should consider redesigning the navigation and product listing pages for a smoother experience. Additionally, if the brand expands to the global market, improvements in payment methods and content optimization for SEO will be essential.
Tools & Deliverables
Tools Used → Figma, WCAG Checkup, Lighthouse Report, UX Pilot
Deliverables Created → Wireframes & Prototypes, Design System,
UX & Content Writing, UX Audit
