The Brief

Transforming the Digital Experience

I led a complete overhaul of Naadam's digital experience, from the homepage through product pages and the full shopping flow, as the brand prepared to scale and pursue institutional investment.

The work went beyond a redesign

It established one cohesive brand identity across every touchpoint, then built an experience designed to earn trust and convert: material origin storytelling in place of generic product copy, an innovative softness scale and video so customers could feel the product before buying, and reviews and styling recommendations built right into the shopping journey.

ROLE: Creative Director

UX LEAD DESINGER: Angela Lee

WEB DEVELOPER: Uri Baez

THE RESULT

Sustained Trajectory: The systems we put in place kept working into 2018, driving over 300% year-over-year sales growth in the first half of that year. UX updates had already helped generate $1M in first-year sales, proof that the direct-to-consumer model actually worked. That proof point is what gave Naadam the confidence to expand into physical retail later that year.