Client Overview
NK (Nordiska Kompaniet) is one of Sweden’s most iconic luxury department stores, with flagship locations in Stockholm and Gothenburg. Offering an extensive selection of high-end fashion, beauty, interior design, and gourmet experiences, NK is a destination for premium lifestyle and elevated retail experiences.
Project Goals
The aim was to strengthen NK’s digital presence and ensure it reflected the brand’s refined and curated physical experience. This involved work across multiple touchpoints, from the website to visual identity and digital communication.
My Role: UX/UI Designer & Visual Lead
I was brought in to work on several key areas of NK’s digital brand expression, contributing to both the usability and aesthetic quality of the experience.
Key Contributions
Website UX/UI – Improved the structure and layout of selected sections on the public website to ensure a more intuitive and premium user experience.
Photographic Style Direction – Established a cohesive visual style for photography across NK’s many departments and product categories, enabling brand consistency and elevating storytelling.
Email Design – Redesigned NK’s electronic mail templates, enhancing visual appeal, readability, and performance, while aligning them with the new digital look and feel.
Outcome
The result was a more visually refined and cohesive digital experience, aligning NK’s online presence with the luxury and sophistication of its physical stores. From polished layouts to elevated visual storytelling, the updates supported NK’s ambition to remain the leading destination for premium retail in Sweden — both in-store and online.
