NuORDER Website
UX + web design
NuORDER powers wholesale for some of the world’s biggest brands and retailers, but their website wasn’t a reflection of their industry status. Conversations with other departments revealed internal concerns about the site’s messaging and outdated aesthetic.
The 2020 redesign offered the opportunity to reexamine the brand’s general aesthetic alongside tone and messaging. This holistic approach to the site project helped me lay the framework for the greater design system to follow.
From research and wireframing, to page design and site-wide image creation, it was my sole responsibility to tackle each step of the site refresh.
old vs. new
Old layout lacked clarity about the product itself, while the lack of color and outdated styles made it difficult to keep users engaged.
The updated layout launched in 2020
color palette evolution
Color Palette 1.0 lacked viable web colors. It became clear that this palette as a whole didn’t speak to our diverse audience, either.
Colors 2.0 provided the missing consistency between product and marketing. We ran A/B tests on ads using old and new palettes and found that the updated colors attracted more engagement and resonated with a broader audience.
design system components
