← BACK TO HOMENADULA · 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 America DTC wig brand. Over about a year I led the PC + mobile redesign — brand system, purchase path, PDP, and a 60+ component design system that is still evolving.

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