Nobody's Child
A responsibly driven, fast-growing, award-winning fashion brand who are on a mission to bring beautiful clothes to every woman, everywhere, without costing the Earth.
Partners
- Shopify Plus
- Algolia
- GlobalE
- Highcohesion
- Commerce Thinking
- Visually
The Challenge
Nobody’s Child has been growing at a remarkable pace, quickly establishing itself as one of the UK’s fastest-growing fashion brands. But its digital foundations couldn’t keep up, the Magento platform was limiting agility and performance, and the site experience no longer reflected the brand’s evolving identity. The immediate challenge was to migrate to Shopify to stabilise and future proof the platform. Once settled, the goal was to create a new, bespoke design that elevated the brand experience while supporting a highly commercial, trade-focussed site optimised for growth.
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Our Approach
The first step was to migrate Nobody’s Child from Magento to Shopify, ensuring a stable, high-performing platform to support their rapid growth and ambitious trading requirements. With the technical foundations in place, we moved into a full re-design. As always, this began with a blend of quantitative and qualitative research, from analysing data to visiting stores, followed by a series of creative concepts to explore the best visual direction for the brand.
The Results
The result was a design strategy that balanced Nobody’s Child’s fast-growing, commercially driven business with a clear, elevated brand expression. Since launching the new site, the brand has continued to experience record-breaking trading days, supported by a fast, stable and flexible Shopify platform. The re-design not only elevated the look and feel but also improved the customer experience, helping Nobody’s Child serve an ever-growing audience while maintaining strong commercial performance and reflecting the brand’s values at every touchpoint.
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Every design detail was reconsidered to elevate Nobody’s Child’s digital presence. We refined the typography and updated the colour palette to reflect the brand’s fresh, contemporary aesthetic. A new UI system was created to support a bolder, more editorial art direction, with greater use of video and richer imagery.
The design moves the site beyond a purely transactional experience, layering in the personality, style and detail of the product while still supporting the fast-paced commercial nature of the brand.
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The UX was designed to feel intuitive and informative, giving customers easy access to details that matter. Content pins were introduced as flexible modules to surface key information around sustainability, transparency, collaborations, and size & fit guidance seamlessly integrated into the shopping journey.
Careful attention was given to product discovery, with enhanced filtering and search by size and colour, helping customers quickly and confidently find the right products.
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The site has been designed with flexibility at its core, giving Nobody’s Child the ability to adapt and evolve easily within Shopify. A suite of modular components allows the team to quickly reimagine layouts and content for each new campaign, collection or product launch, all without requiring ongoing development.
This flexibility empowers the brand to stay reactive and creative, ensuring the site remains fresh, relevant and commercially effective as the business continues to grow.
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To ensure the new experience delivered on both conversion and performance, the entire new frontend was split A/B tested during peak trading using Visually, allowing real customer behaviour to guide decision-making.
This data-led approach gave all stakeholders confidence that the new site was not only creatively elevated but also commercially proven, ensuring that the rollout to the entire audience was grounded in evidence, not assumptions.
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