← BackNADULA · 2023 – 2024

Brand · PC/Mobile Web · Design System · AIGC Ops

A wig brand that stopped looking like a marketplace and started looking like itself.

NADULA is a North American DTC wig brand (millions of users, $1B+ revenue). I led a year-long redesign of PC and mobile web · brand system, purchase flows, PDP, and a 60+ component library the team still ships against.

Project overview

Role
Design Lead
Timeline
~1 year
Scope
BrandPC/Mobile WebDesign SystemAIGC Ops
Status
2023 – 2024Live · nadula.com

Design response

I anchored everything on three words · simplicity, consistency, quality · then rebuilt the design system, tightened IA, introduced disciplined photography, and stood up an AIGC pipeline to re-shoot thousands of SKUs affordably.

Smiling woman with voluminous curls against a blue background
Research methods · interviews, journey maps, audits, competitive analysis
Three core pain points
Design goals · three pillars
Demographics
Personas · Tanya and Keisha
Brand tonality study
Style definition
Color tokens and typography
Homepage redesign · before/after
Purchase flow · PDP → cart → checkout
Filter / category visual upgrade
AIGC · 2,000+ product images re-shot in two weeks
Banner / marketing image specification
Old PDP problem audit
PDP redesign · information architecture
PDP typography & spec unification
Cart · clear hierarchy
Checkout · efficient delivery
Member center
300+ pages, 3 weeks
60+ components · system overview
Design library & sedimentation

Next project

SUPERMONKEY→

SUPERMONKEY case cover · growth outcome metrics

Contact

connieoooo@163.com