CRO Strategist
Min Bui
Table of Contents:
Project Overview
NUDAY is a Dubai-founded performance and wellness brand built around a simple observation: good routines often fail because everyday life creates too much friction.
The products were designed around that idea. Hydration sticks, creatine gummies, protein gummies and supporting formats make daily routines easier to carry, understand and repeat.
The ecommerce experience needed to work the same way.
UXphoria worked with NUDAY across Shopify UX/UI design, development, content structure and selected brand elements, turning a growing product system into a connected digital shopping experience across desktop and mobile.
The challenge was not simply to display supplements online.
It was to help customers understand what each product does, where it fits into their day, which products belong together and how to build a routine without turning the store into an information-heavy catalogue.
Platform: Shopify | New ecommerce launch
Scope: CShopify UX/UI, Shopify development, Ecommerce information architecture, Product page design, Mobile ecommerce UX, Product discovery, Content structure, Selected brand support
Designing around the reason NUDAY exists
One of the strongest ideas already existed inside the brand:
| The problem is not effort. It is friction.
That principle appears throughout NUDAY's brand story.
People may know they should hydrate, maintain their protein intake or stay consistent with creatine, but routines become harder when they involve too much preparation, too many steps, missed reorders or products that do not fit naturally into a real day.
That gave us a useful design constraint.
The store should not introduce more friction while selling products designed to remove it.
Instead of treating brand storytelling, product education and ecommerce UX as separate layers, we designed them around one connected question:
What does someone need to understand next in order to keep moving?
That principle shaped the homepage, product discovery, product pages, stack architecture and mobile experience.
From a product catalogue to routine-based discovery
A supplement store can easily default to conventional ecommerce taxonomy:
Creatine.
Protein.
Hydration.
Recovery.
That structure is useful, but it is not always how customers think.
Customers are often closer to:
1 “What fits my training routine?”
2 “What can I actually take when I'm travelling?”
3 “What should I combine?”
4 “How do I make this easier to repeat?”
The NUDAY experience therefore uses both product-led and routine-led discovery.
On the homepage, customers can move through products by goal rather than being forced immediately into individual SKUs.
The dedicated Find Your Stacks experience takes this further.
Products can be explored across different needs, while curated combinations such as the Performance Stack, Recovery Stack, Balance Stack and broader NUDAY stack turn separate SKUs into understandable routines.
This created a useful bridge:
goal → relevant products → product understanding → stack → purchase
It also gave NUDAY room to grow its range without relying on an increasingly crowded navigation system.
This broader buying-journey thinking is part of how UXphoria approaches Shopify CRO for DTC brands: conversion design is not only about what happens at the add-to-cart button. Product discovery and decision structure begin much earlier.
Product pages designed to answer the next question
NUDAY's products need explanation.
A Creatine+ Gummies shopper may want to understand format, serving logic and how the product fits into training.
A Protein Gummies shopper has a different set of questions around protein quantity, format, use occasions and how the product compares with more familiar alternatives.
Using the same generic Shopify PDP structure for every product would have made that education harder.
Instead, the product pages were structured as progressive decision journeys.
The opening area establishes the product and purchase action.
Further sections then introduce the information needed to understand the product in context: why the format exists, when someone might use it, how it fits into a routine, product details, comparisons and common questions.
The goal was not to make every page longer.
It was to give detailed information a clear order.
This project became a strong real-world example of UXphoria's approach to Shopify product page optimization: treating the PDP as a sequence of product decisions rather than a collection of ecommerce widgets. The specialist service owns the deeper PDP methodology; NUDAY shows how that thinking can be applied within a complete brand experience.
Making products work together without making the store feel complicated
NUDAY was not designed as a collection of isolated products.
The project therefore needed to explain both:
the individual product, and
the value of combining products into a routine.
The stack and bundle architecture creates that connection.
Customers can explore curated combinations, understand which products are included, compare one-time and subscription options and add a complete stack rather than rebuilding the same combination product by product.
Subscription is integrated into this system rather than presented as an unrelated upsell.
That allows the commercial mechanics of the Shopify store to support the broader brand idea of repeatability.
The design principle was straightforward:
make repetition easier without hiding the customer's choices.
This is a much better fit for NUDAY than pushing subscription aggressively across every screen.
Desktop and mobile needed different priorities
The project includes dedicated desktop and mobile experiences rather than treating mobile as a compressed desktop composition.
That matters for NUDAY because the content is relatively rich.
Desktop gives the brand more horizontal space for comparisons, lifestyle context, product combinations and visual storytelling.
On mobile, that same information needs a stricter hierarchy.
The customer still needs access to product explanation, purchase options and reassurance, but each section competes for a much smaller amount of attention.
We therefore treated mobile as a decision sequence, not simply a responsive breakpoint.
Content was reorganized for scanning.
Actions remain easier to find.
Product sections are compressed where appropriate.
Visual storytelling is retained without asking customers to work through desktop-sized information structures on a phone.
This project is strong evidence for the distinction we make in our Mobile Shopify CRO work: responsive design makes an interface fit a screen; mobile ecommerce UX considers how the buying decision itself changes on that screen
Extending one brand system across the shopping journey
NUDAY's identity has a distinctive visual language: bold typography, energetic colour, expressive packaging and a tone that feels more direct than traditional supplement branding.
The ecommerce challenge was to retain that character without allowing every page to become visually loud.
The system therefore alternates between stronger brand moments and quieter decision areas.
Lifestyle imagery establishes context.
Product colours help distinguish the range.
Graphic elements bring personality into storytelling.
More functional sections simplify the interface when customers need to read, compare or buy.
This gives the store rhythm.
It also means the brand does not disappear when the shopper reaches a functional ecommerce component such as a product card, bundle selector or purchase area.
UXphoria's role included selected brand work alongside the ecommerce experience, allowing digital execution and brand expression to develop as parts of the same system rather than two disconnected deliverables.
The About experience turns brand positioning into proof
NUDAY's About page became particularly important because the brand philosophy explains many of the decisions elsewhere in the store.
The page begins with a clear position:
daily performance for people who actually live.
It then connects the founder story, the idea of routine friction, product-format decisions and the wider product system.
Sections such as “Most routines fail in the same places,” “Built on proof, not hype,” “One system. Any day of the week” and “Four products. By design.” turn the brand thesis into a structured narrative rather than leaving it as a homepage slogan.
The result is useful beyond storytelling.
Once customers understand why NUDAY makes products this way, other parts of the ecommerce experience become easier to understand too.
The brand story explains the product architecture.
The product architecture reinforces the brand story.
A Shopify system designed to expand with the brand
The finished work is more than a collection of designed pages.
It creates a reusable ecommerce structure for NUDAY across:
homepage storytelling and product discovery
product-specific PDP systems
routine and goal-based navigation
curated stacks
bundle purchase paths
subscription options
About and educational content
responsive desktop and mobile experiences
cart and purchase states
a consistent visual language across products
Those are delivered design and implementation outcomes, not claims about revenue or conversion-rate improvement.
We do not have verified post-launch analytics that would justify attaching a percentage increase to the project, and we would rather show what was actually designed than manufacture a performance story.
What the work does demonstrate is how a Shopify experience can connect brand positioning, product education, discovery and purchase structure instead of designing each page as an isolated template.
What NUDAY demonstrates about conversion-aware ecommerce design
NUDAY is a useful example of a broader principle behind UXphoria's Shopify work.
Conversion-aware design does not always mean adding more urgency, more badges or more sales components.
Sometimes the bigger opportunity is architectural.
Can someone understand the product?
Can they find the right one?
Can they see how products relate?
Does detailed information appear in a useful sequence?
Can the brand remain distinctive while the buying interface stays clear?
Does the mobile journey preserve the same logic without reproducing desktop section-for-section?
NUDAY gave us the opportunity to solve those questions across a complete ecommerce system.
That intersection of product storytelling, purchase psychology, premium brand design and Shopify UX is also the core of UXphoria's broader Shopify CRO agency service.
Project services
Shopify UX/UI Design
Structuring the shopping experience across discovery, education, PDPs, stacks and purchase flows.
Shopify Development
Translating the approved ecommerce experience into the Shopify store.
Shopify UX/UI Design
Structuring the shopping experience across discovery, education, PDPs, stacks and purchase flows.
Product Page Design
Creating detailed product journeys appropriate to NUDAY's different formats and information needs.
Mobile Ecommerce UX
Adapting hierarchy, interaction and content flow for smaller screens.
Content Structure
Organizing brand storytelling and product information so customers can move from understanding to action without unnecessary repetition.
Selected Brand Support
Extending and refining brand elements where necessary to maintain a consistent digital system.
Building a Shopify experience where product clarity matters as much as brand?
UXphoria works with DTC brands on product pages, mobile journeys, product discovery and conversion-aware ecommerce design without flattening the brand into a generic CRO template.
