DESIGN STUDY 12-hour time box
NZXT manufactures high-end gaming computers and components. This homepage redesign exploration had three specific design goals and a hard 12-hour time box.
The brief had three specific design goals: the first CTA had to direct users to the Products section; an interactive component of the designer's choosing had to be introduced; and the design had to include a callout for 24/7 Support. Extra credit could be earned by integrating a game co-branding option. The 12-hour constraint was a deliberate part of the challenge.
The core strategy was reduction. By stripping back copy and supporting design elements, more visual space became available to spotlight the interactive component: a color picker that changed case colors and internal lighting combinations. The lighting animations would provide the visual "wow" factor in the selected color.
Research drove the co-branding decision. Given the time constraint, I focused on which gaming property had the broadest audience appeal and the strongest visual assets. Player Unknown Battlegrounds (PUBG) scored highest on both measures and was integrated into the redesign. NZXT's specialized CRFT cases were included to highlight the brand's commitment to the gaming community.
Exploratory designs with specific asks but few constraints are among the most challenging a designer faces. The NZXT brief rewarded decisiveness: picking a co-branding property, committing to the interactive concept, and executing within the time box rather than second-guessing. The result demonstrates how constraint, when embraced rather than resisted, can move design forward quickly.