NuORDER Website

NuORDER is a global B2B eCommerce platform used by 7k brands and 500k retailers to facilitate their wholesale experience.

Since joining the team, I have led the website through multiple iterations, shaping the brand identity and building design systems along the way.

Below is the evolution of the site from 2020 to present:

Creative Direction
Branding
UI & UX
Performance Design
Design Systems

2020

During the initial redesign, major design decisions were controlled by the original founders. The final product was inevitably steeped in personal preference and biases exposing a critical issue: the brand identity was misaligned both internally, and with our audience.

As we navigated growing pains as an organization, I began exploring alternative styles that broadened our visual language while gathering data on how the updates were resonating.

2021

While work to solidify the branding continued, I presented a stylistically stripped down version of the website. Design defaulted to using the same primary colors as the platform, which helped build a cohesive experience for users from their first touchpoint to logging in as a customer. Imagery was updated to be more inclusive of our diverse client base.

Conversations and collaborative sessions with the product team informed a series of functionality animations.

In July, 2021, NuORDER was acquired by Lightspeed, a public company with a big vision for our combined growth. We looked ahead to the future.

2023

Later, I stepped into new roles—first as Lead Designer, then as Design Manager—directing the brand identity across all marketing touch points. The latest site launch coincided with a major brand refresh. Finally, we had the toolkit we needed to scale the brand.

Interactive UI elements were introduced, and layouts were modified to support page density. Several new conversion opportunities were integrated throughout, creating more opportunities to capture leads and drive demo requests.

Updates to the primary navigation created 3 new opportunities for marketing promotions. This real estate helped maximize reach of existing content and contributed to higher lead volume.

Present

After the 2023 brand relaunch, the effort of regular overhauls was replaced with a scalable iterative approach that made space for creative exploration. As the design team grew, we worked together to identify areas for improvement.