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North Product Design is a product design company based in Manchester and London.

They have positive, ethical brand values with a focus on sustainability through good design. Just my kind of people!

The NPD website design was kept clean and minimal to let the strong visuals stand out and tell their story.

The Brief

NPD approached me to redesign and rebuild their website.

Their old website had started to look outdated and was no longer suited to present their high-quality products.

It was also very slow to load and looked poor on phones, which I was very keen to improve.

The main aim of the redesign was to promote NPD’s work and services, and encourage prospective clients to get in touch.

Read more: The most common website problems I fix for clients

The Design Process

I worked closely with Nathan and Alex from NPD who provided a wealth of product photography, 3D renders and concept sketches to work with.

We worked through my usual design process of producing rough wireframe layouts first, then refining designs before moving onto the building phase. We continually revised the designs through the build.

A comparison between the early wireframe layouts and the full designs. As the grid concept developed, we explored the idea of making the layouts flexible to add squares in different widths and heights. We continued to revise the designs further throughout the build too, for example the introduction text is centered on the live site.

The site is built around a bespoke grid-based page builder using WordPress and Advanced Custom Fields.

The flexible page builder allows the site admin to quickly construct new pages from different content blocks including images, videos and testimonials, as well as specifying the number of columns and rows each block takes up.

The page builder is created specifically for this particular design, meaning the codebase is minimal and clean and there is no need for loading any unnecessary assets. This improves the load speed of the site, which is good for users and search engines alike.

The grid format also adapts well across devices, meaning it looks great on phones as well as wider screens.


Load time reduced by 4 seconds

Google PageSpeed Insights score increased from 27% to 95% for mobile.

Traffic has doubled

The site has seen an overall 113% increase in website sessions.

Improved search performance

A faster, cleaner code base has lead to a 25% increase in organic search traffic.

Improved engagement

A 10% reduction in bounce rate means potential clients are sticking around for longer.

What's next?

It is a very exciting time to work alongside NPD.

They have recently opened a new office in London to expand their client base, and are continuing to launch fantastic new products, including a COVID-19 testing kit.

I’ve been updating the site and making regular improvements on a monthly basis as the business grows.

What Nathan said

Paul did a superb job with our new website and we are really happy with the results. We are already recommending Paul's services to our existing clients and contacts and will be using his services on a regular basis to make updates to the site.

Nathan Partington, Design Director at North Product Design. Nathan Partington, Design Director at NPD

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