The Digital Store for Creators
A full-site redesign built to earn trust, explain value, and scale fast
The Digital Store for Creators
A full-site redesign built to earn trust, explain value, and scale fast
The Digital Store for Creators
A full-site redesign built to earn trust, explain value, and scale fast
The Product
Naffy, But Make It Global
Naffy is a platform for creators to sell digital stuff: ebooks, online courses, coaching sessions, that kind of thing. They were doing fine in Poland but when they decided to go global, the team knew the old website wasn’t going to cut it. I was brought in to redesign it so people could understand what Naffy is, trust it, and actually sign up.
The Product
Naffy, But Make It Global
Naffy is a platform for creators to sell digital stuff: ebooks, online courses, coaching sessions, that kind of thing. They were doing fine in Poland but when they decided to go global, the team knew the old website wasn’t going to cut it. I was brought in to redesign it so people could understand what Naffy is, trust it, and actually sign up.
The Product
Naffy, But Make It Global
Naffy is a platform for creators to sell digital stuff: ebooks, online courses, coaching sessions, that kind of thing. They were doing fine in Poland but when they decided to go global, the team knew the old website wasn’t going to cut it. I was brought in to redesign it so people could understand what Naffy is, trust it, and actually sign up.
The People
Designing for Real Humans With Real Side Hustles
Naffy’s users aren’t developers. They’re creators, mostly women in their 30s and 40s on Instagram or TikTok, with a few course-slinging guys on Facebook. They’re brilliant at what they do, but allergic to confusing tech. If it’s not clear in five seconds, they bounce.
The People
Designing for Real Humans With Real Side Hustles
Naffy’s users aren’t developers. They’re creators, mostly women in their 30s and 40s on Instagram or TikTok, with a few course-slinging guys on Facebook. They’re brilliant at what they do, but allergic to confusing tech. If it’s not clear in five seconds, they bounce.
The People
Designing for Real Humans With Real Side Hustles
Naffy’s users aren’t developers. They’re creators, mostly women in their 30s and 40s on Instagram or TikTok, with a few course-slinging guys on Facebook. They’re brilliant at what they do, but allergic to confusing tech. If it’s not clear in five seconds, they bounce.
Goals
Make It Make Sense
This wasn’t about adding a prettier header or swapping colors. We needed to rethink how Naffy introduced itself, what it said, how it felt, and what it made people believe in the first few seconds. So before any design started, we got crystal clear on what the site had to accomplish.
Build trust faster than you can say "free trial"
Get creators to actually sign up
Explain what Naffy does like you’re talking to a friend, not a robot
Not look like Kajabi’s or Stanstore's little brother
Give the marketing team something to brag about on LinkedIn
Goals
Make It Make Sense
This wasn’t about adding a prettier header or swapping colors. We needed to rethink how Naffy introduced itself, what it said, how it felt, and what it made people believe in the first few seconds. So before any design started, we got crystal clear on what the site had to accomplish.
Build trust faster than you can say "free trial"
Get creators to actually sign up
Explain what Naffy does like you’re talking to a friend, not a robot
Not look like Kajabi’s or Stanstore's little brother
Give the marketing team something to brag about on LinkedIn
Goals
Make It Make Sense
This wasn’t about adding a prettier header or swapping colors. We needed to rethink how Naffy introduced itself, what it said, how it felt, and what it made people believe in the first few seconds. So before any design started, we got crystal clear on what the site had to accomplish.
Build trust faster than you can say "free trial"
Get creators to actually sign up
Explain what Naffy does like you’re talking to a friend, not a robot
Not look like Kajabi’s or Stanstore's little brother
Give the marketing team something to brag about on LinkedIn
The Problem
Great Product. Forgettable Website.
Naffy worked. The site didn’t. Visitors came, blinked, bounced. Too much vague marketing speak, not enough “here’s what this actually is.” Creators needed it spelled out,literally. No clear value props, no proof it worked, and nothing that made you think, “Yeah, this is for me.” It wasn’t just confusing. It was making the team do extra explaining on calls. Which, last we checked, isn’t what websites are supposed to do.
The Problem
Great Product. Forgettable Website.
Naffy worked. The site didn’t. Visitors came, blinked, bounced. Too much vague marketing speak, not enough “here’s what this actually is.” Creators needed it spelled out,literally. No clear value props, no proof it worked, and nothing that made you think, “Yeah, this is for me.” It wasn’t just confusing. It was making the team do extra explaining on calls. Which, last we checked, isn’t what websites are supposed to do.
The Problem
Great Product. Forgettable Website.
Naffy worked. The site didn’t. Visitors came, blinked, bounced. Too much vague marketing speak, not enough “here’s what this actually is.” Creators needed it spelled out,literally. No clear value props, no proof it worked, and nothing that made you think, “Yeah, this is for me.” It wasn’t just confusing. It was making the team do extra explaining on calls. Which, last we checked, isn’t what websites are supposed to do.
Discovery
What Was Wrong
Before doing anything fancy, I talked to five potential creators and watched them wrestle with the current homepage like it owed them money. I also ran usability tests. Here's what that told me:
Discovery
What Was Wrong
Before doing anything fancy, I talked to five potential creators and watched them wrestle with the current homepage like it owed them money. I also ran usability tests. Here's what that told me:
Discovery
What Was Wrong
Before doing anything fancy, I talked to five potential creators and watched them wrestle with the current homepage like it owed them money. I also ran usability tests. Here's what that told me:
They scrolled fast
Skipped the good stuff
Asked the same questions
That shaped what came next
They scrolled fast
Skipped the good stuff
Asked the same questions
That shaped what came next
They scrolled fast
Skipped the good stuff
Asked the same questions
That shaped what came next
The Solution
Not a Tweak. A Full Rebuild.
We redesigned the entire site to do one thing better: help creators get what Naffy is — fast. Every section, layout, and word was rethought to cut noise, explain the product, and make the scroll feel like progress. Most of it was built from scratch, but I reused components from the Store’s design system where it made sense to keep things consistent and quick to ship.
The Solution
Not a Tweak. A Full Rebuild.
We redesigned the entire site to do one thing better: help creators get what Naffy is — fast. Every section, layout, and word was rethought to cut noise, explain the product, and make the scroll feel like progress. Most of it was built from scratch, but I reused components from the Store’s design system where it made sense to keep things consistent and quick to ship.
The Solution
Not a Tweak. A Full Rebuild.
We redesigned the entire site to do one thing better: help creators get what Naffy is — fast. Every section, layout, and word was rethought to cut noise, explain the product, and make the scroll feel like progress. Most of it was built from scratch, but I reused components from the Store’s design system where it made sense to keep things consistent and quick to ship.
Wireframes First. Obviously.
Before anything looked good, it had to make sense. We mapped the layout in grayscale blocks to figure out what creators needed to see, and when. Faster to fix bad ideas before anyone got emotionally attached to a button.
Wireframes First. Obviously.
Before anything looked good, it had to make sense. We mapped the layout in grayscale blocks to figure out what creators needed to see, and when. Faster to fix bad ideas before anyone got emotionally attached to a button.
Wireframes First. Obviously.
Before anything looked good, it had to make sense. We mapped the layout in grayscale blocks to figure out what creators needed to see, and when. Faster to fix bad ideas before anyone got emotionally attached to a button.
Clear, Confident, Creator-First
We started by fixing the first impression problem. The hero section now showcases real creator storefronts, product pages, product types and the creators themselves, all working together to immediately show what Naffy is really for. A subtle animation cycles through different combinations, giving the section a dynamic, lived-in feel. The headline doesn’t dance around; it says what Naffy does and why it matters. Add a few revenue stats and bam: trust, built. Now visitors get it within seconds.
Clear, Confident, Creator-First
We started by fixing the first impression problem. The hero section now showcases real creator storefronts, product pages, product types and the creators themselves, all working together to immediately show what Naffy is really for. A subtle animation cycles through different combinations, giving the section a dynamic, lived-in feel. The headline doesn’t dance around; it says what Naffy does and why it matters. Add a few revenue stats and bam: trust, built. Now visitors get it within seconds.
Clear, Confident, Creator-First
We started by fixing the first impression problem. The hero section now showcases real creator storefronts, product pages, product types and the creators themselves, all working together to immediately show what Naffy is really for. A subtle animation cycles through different combinations, giving the section a dynamic, lived-in feel. The headline doesn’t dance around; it says what Naffy does and why it matters. Add a few revenue stats and bam: trust, built. Now visitors get it within seconds.
From Confused to Convinced
Scrolling through Naffy used to feel like reading a menu in a language you don’t speak. We rebuilt that flow so it felt more like a story. First: “Here’s what you can sell”. Next: “Here’s how the platform supports you”. Finally: “Here’s someone just like you, succeeding”. Each section was designed to answer one key question and move the user forward.
From Confused to Convinced
Scrolling through Naffy used to feel like reading a menu in a language you don’t speak. We rebuilt that flow so it felt more like a story. First: “Here’s what you can sell”. Next: “Here’s how the platform supports you”. Finally: “Here’s someone just like you, succeeding”. Each section was designed to answer one key question and move the user forward.
From Confused to Convinced
Scrolling through Naffy used to feel like reading a menu in a language you don’t speak. We rebuilt that flow so it felt more like a story. First: “Here’s what you can sell”. Next: “Here’s how the platform supports you”. Finally: “Here’s someone just like you, succeeding”. Each section was designed to answer one key question and move the user forward.
Proof That Sells (and Talks Back)
Across the site, we used social proof to spotlight what real success looks like. Each product category showcases its own top-selling examples, complete with real sales data that builds credibility fast. To ease doubts, we introduced a chat-style FAQ that adapts to its context, general in main pages, specific in product pages. It’s designed as scrollytelling: as users scroll, the conversation unfolds line by line, making the interaction feel alive, personal, and a little magical.
Proof That Sells (and Talks Back)
Across the site, we used social proof to spotlight what real success looks like. Each product category showcases its own top-selling examples, complete with real sales data that builds credibility fast. To ease doubts, we introduced a chat-style FAQ that adapts to its context, general in main pages, specific in product pages. It’s designed as scrollytelling: as users scroll, the conversation unfolds line by line, making the interaction feel alive, personal, and a little magical.
Proof That Sells (and Talks Back)
Across the site, we used social proof to spotlight what real success looks like. Each product category showcases its own top-selling examples, complete with real sales data that builds credibility fast. To ease doubts, we introduced a chat-style FAQ that adapts to its context, general in main pages, specific in product pages. It’s designed as scrollytelling: as users scroll, the conversation unfolds line by line, making the interaction feel alive, personal, and a little magical.
Smart, Supportive and Chill
In key moments across the site, we paired clarity with calm. A no-fuss pricing comparison made Naffy’s value obvious, while product-specific resource hubs offered quick, creator-friendly tips. And for those still warming up, we included a free getting-started guide delivered by email: more “here to help” than “hurry up and subscribe.”
Smart, Supportive and Chill
In key moments across the site, we paired clarity with calm. A no-fuss pricing comparison made Naffy’s value obvious, while product-specific resource hubs offered quick, creator-friendly tips. And for those still warming up, we included a free getting-started guide delivered by email: more “here to help” than “hurry up and subscribe.”
Smart, Supportive and Chill
In key moments across the site, we paired clarity with calm. A no-fuss pricing comparison made Naffy’s value obvious, while product-specific resource hubs offered quick, creator-friendly tips. And for those still warming up, we included a free getting-started guide delivered by email: more “here to help” than “hurry up and subscribe.”
The Outcome
Signals Are Strong
The site hasn’t launched, but we tested early and often. Between feedback sessions and quick surveys, we saw big shifts in how creators understood and trusted the product. These aren't vanity numbers, they're a sign the redesign is actually doing what it’s supposed to.
Value Clarity
Users who could describe what Naffy does after seeing the homepage
Trust Perception
Increase in perceived trust
Sign-Up Intent
Users who said they would try Naffy after viewing the homepage
