Reimagining Nok Nok London’s eCommerce experience to strengthen the brand and simplify conversion.

I redesigned Nok Nok London’s Shopify experience, combining brand evolution, UX and conversion thinking to create a clearer and more engaging shopping journey.

The work spanned information architecture, responsive UX/UI, product discovery, checkout flows and customer engagement, translating the brand’s distinctive personality into a more coherent and commercially effective digital experience.

Overview

Nok Nok London had developed a distinctive identity and loyal audience, but its online store no longer reflected the personality of the brand or supported the purchasing journey effectively.

The redesign focused on bringing brand expression and eCommerce performance closer together: making products easier to discover, simplifying key interactions and creating a responsive experience that could support both existing customers and future growth.

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The challenge

The existing store had grown organically, creating inconsistencies across navigation, product presentation and purchasing flows. The visual experience felt disconnected from the personality of the brand, while key interactions introduced unnecessary friction into the customer journey.

The challenge was to modernise the experience without losing Nok Nok London’s unconventional identity: improving usability and conversion while preserving the character that made the brand recognisable.

My role

Role

Product & UX/UI Designer

Responsibilities

UX Audit & User Flows
Information Architecture
Responsive UX/UI
Visual Direction
Product Discovery
Cart & Checkout

Collaboration

Business Stakeholders
Marketing
Content
Development
Iterative Design Reviews

Design approach

Key contributions

Brand-led shopping experience

Translated Nok Nok London’s distinctive personality into a more cohesive digital experience, establishing clearer visual hierarchy and a stronger relationship between brand storytelling and product discovery.

Brand Experience · Visual Direction · UX/UI

Simplified discovery & navigation

Restructured navigation and product organisation to make browsing more intuitive, reducing unnecessary decisions and helping customers move more naturally from exploration to product selection.

Information Architecture · Navigation · Product Discovery

Conversion-focused purchase flow

Refined key eCommerce interactions across product pages, cart and checkout, reducing friction and creating a clearer path towards purchase across desktop and mobile.

CRO · Checkout UX · Responsive Design

Impact

The redesign created a more coherent relationship between Nok Nok London’s brand identity and its eCommerce experience, while simplifying the interactions that matter most throughout the purchasing journey.

What improved

Clearer product discovery
More intuitive navigation
Stronger visual consistency
Reduced purchase friction
More focused product presentation
Responsive experience across devices

What this project reinforced

This project reinforced that conversion optimisation is not about removing personality from an experience. A distinctive brand can remain expressive while becoming clearer, easier to navigate and more effective at supporting customer decisions.

Designing the experience as a connected journey—from first impression to checkout—showed how brand, UX and commercial goals can strengthen rather than compete with one another.

The strongest eCommerce experiences turn brand personality into meaningful customer decisions.