Min Bui
CRO Strategist
Table of Contents:
Project Overview
NUDAY is a UAE performance and wellness brand built around a straightforward idea: routines are easier to maintain when the products themselves create less friction.
Its core range approaches that idea from four different directions. Hydration Electrolyte Sticks support daily hydration and performance. Creatine+ Gummies put a full 5g creatine dose into a chewable format. Protein Gummies make protein portable without requiring a shaker or meal prep. Next-Day Support Gummies are built around a two-gummy, before-bed routine.
The formats are different, but NUDAY’s own philosophy connects them: fewer steps, clear doses and products that fit more naturally into real days. Founder Greg describes the starting point as products being harder to use consistently than they needed to be.
For the ecommerce launch, UXphoria worked with NUDAY across UX/UI, Shopify development, content structure and selected brand elements, bringing that product system into a connected shopping experience across desktop and mobile.
Platform: Shopify | New ecommerce launch
UXphoria role: UX/UI, Shopify development, content structure and selected brand support
The store should not add friction to products designed to remove it
One of NUDAY’s strongest ideas already existed before the website:
The problem is not effort. It is friction.
The brand connects inconsistent routines to familiar sources of friction: preparation, cleanup, missed reorders, complicated protocols and product formats that do not fit the day.
That gave the ecommerce work a useful constraint.
The store should not introduce more friction while selling products designed to remove it.
A customer still needs detail. They need to understand dosage, format, use occasions, purchase options and how different products relate. The design problem was therefore not to remove information. It was to decide what someone needs to understand next in order to keep moving.
That question shaped product discovery, product pages, stacks, mobile hierarchy and the purchase experience.
Four products meant four different buying decisions
A four-product catalogue can look simple from the outside. The buying questions behind those products are not.
Hydration Electrolyte Sticks lead with a 600mg sodium dose and five electrolytes. The shopper needs to understand the product’s intended use and how it compares with other hydration options.
Creatine+ Gummies face a different question. Creatine itself is familiar, but a gummy format can create skepticism around dosage. The product presents 5g of creatine monohydrate in four gummies, so dose credibility and the convenience of a chewable routine both matter
Protein Gummies need to make a less familiar format believable. The product presents 16g of protein from whey protein isolate in a portable bag at 99 calories. Here, protein quantity and format have to make sense together before the novelty becomes useful rather than distracting.
Next-Day Support Gummies introduce another decision entirely: the customer needs to understand that the product belongs before bed, not simply in the morning when they already want support.
One generic PDP structure would have made those differences harder to explain.
The shared Shopify system therefore needed enough consistency to feel unmistakably NUDAY, while giving each product room to answer its own buying question.
From product catalogue to routine-based discovery
A supplement store can easily stop at category labels:
Creatine. Protein. Hydration. Recovery.
The homepage pairs individual products with goal-based discovery, while the wider store groups them into curated routines such as the Recovery Stack, Performance Stack, Balance Stack and Ultimate NUDAY Stack.
UXphoria structured the shopping experience so product-led and routine-led discovery could coexist.
A customer can begin with one SKU, start with a goal, or move into a stack without the navigation having to explain the whole system at once.
goal → relevant product → product understanding → stack → purchase
That is particularly useful for a brand whose products are designed to work individually but also need to make sense as parts of a repeatable routine.
Product pages became different decision journeys
The PDP system shares visual and commercial patterns, but the information hierarchy is not identical from product to product.
The opening purchase area handles product recognition, options, pricing, subscription or one-time purchase and add-to-cart. After that, each page can focus on different questions.
On Hydration, comparison and daily-use context help explain where the formula belongs in someone’s routine.
On Creatine+, the page can establish that the easier format still carries the 5g dose customers expect from creatine.
On Protein Gummies, the product has to make an unusual format credible enough that “protein in gummies” becomes understandable rather than simply surprising.
On Next-Day Support, timing and use context carry more weight because the customer needs to understand how the product is intended to fit into the night and following morning.
A large amount of product education can support a decision, but only when the hierarchy makes clear what matters now and what can wait.
That is also why the experience does not treat a PDP as a collection of interchangeable Shopify widgets. The product page structure changes with the product decision.
Stacks connect product choice to the wider routine
NUDAY is not presented as four isolated products.
Once someone understands an individual product, the store can show where it fits with the rest of the range.
NUDAY defines the available combinations and purchase options through its stacks, bundles and subscription model. UXphoria structured how those choices appear and connect across the shopping experience.
The design principle was simple:
make repetition easier without hiding the customer’s choices.
Subscription is therefore not presented as a detached upsell. Bundles are not another catalogue sitting next to the main catalogue. Both connect to the same routine logic that starts earlier in discovery.
A customer can understand one product first, then decide whether a wider combination makes sense.
Mobile changed what had to appear first
NUDAY’s pages contain substantial product education, comparisons, lifestyle imagery and purchase controls.
On desktop, those elements have more room to coexist.
On a phone, every section arrives one screen at a time.
The mobile work therefore required more than stacking the desktop layout into a narrower column. The order and density of information had to support the buying decision without asking customers to scroll through desktop-sized storytelling before reaching the next useful answer.
Product value, purchase options and important reassurance need to remain easy to locate. Longer educational content can be compressed. Comparison patterns need to survive a narrower viewport. Repeated content needs a reason to remain.
The same underlying product logic stays intact, but the hierarchy becomes stricter.
Keeping NUDAY expressive without making every section loud
NUDAY’s existing visual language is energetic: bold typography, strong product colours, lifestyle imagery and packaging with a clear personality.
The ecommerce system needed to preserve that character while also making room for comparison, reading, selection and purchase.
The interface therefore moves between expressive brand moments and quieter functional ones.
| Lifestyle imagery can establish context.
| Product colours distinguish the range.
| More restrained sections take over when the customer needs to compare a dose, understand an option or make a purchase.
The important part was not making every Shopify component look “branded.”
It was deciding where the brand should speak loudly and where the interface should get out of the way.
UXphoria’s role included selected brand support alongside the digital work. NUDAY retained ownership of its underlying product vision and brand philosophy.
The About experience explains why the rest of the store works this way
The About page carries more commercial weight than a conventional founder page because NUDAY’s philosophy explains the product system itself.
It connects the founder story with the idea of routine friction, clear doses, routine-friendly formats and products designed around different kinds of days. Training, busy days, travel and late nights all become ways of understanding where the products fit.
That context makes the shopping architecture easier to understand too.
| The brand story explains why the products use these formats.
| The product pages explain each individual decision.
| The stacks show how those products can work together.
The ecommerce experience does not need to repeat the entire philosophy on every screen because the wider system carries it.
What shipped
The launch brought those ideas into a reusable Shopify structure spanning:
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
These are shipped design and implementation outputs, not measured commercial outcomes. No verified post-launch performance data is included in this case study.
See the live NUDAY experience
Explore NUDAY’s four-product range, routine-based shopping structure and stack system.
Need a Shopify experience that has to explain more than a standard template can?
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