Prioritizing Growth

NuNi, a pragmatic take on website builders. Inspired by humans, NuNi is designed to be an extension, every bit intentional. Built to reduce any fragmentation, NuNi is fundamentally responsive to growth, adaptable to most scenarios. 

Overview | Credits


Appropriate today. Ineffective tomorrow.
Most web-design tools offer features to help create an online presence. However, what happens when such people decide to grow and scale their presence? The answer is typically fragmentation. Most people end up using multiple platforms for the same purpose, but these platforms don’t work in harmony.

Alotta unforgiving depatures.
Particularly at Mailchimp, the amount of fragmentation detected directly caused an increase in churn rates. This issue is later highlighted in the new company initiative, which aims to move from solely email marketing to an all-in-one marketing platform.

Distinctively connected, by design.
In this project, I introduce Layering, an architectural spatial-metaphor, as a tool to design against fragmentation. I do so by highlighting the process by which the Mailchimp website builder (NuNi) was conceived.

I define Layering as an operation that constructs a three-dimensional space by overlapping spatial layers. Naturally, this suggests a relation between defined layers, allowing users to work at, and move between, focused and contextual bits of information.

To explain the operation of layering, I dissect the subject into three sub-titles: layering as a dimensioning tool, layering as a navigation tool, and layering as a design tool.

Layering as a Dimensioning tool.
The aim of this operation is to determine associated tasks. Each primary task is then defined as a layer.

Layering as a Navigation tool.
To illustrate relationships between features, we rely primarily on moving between focused and contextual views.

Layering as a Design tool.
We imagine the process of altering default pages to be one big puzzle. Typically, you’d want to start with the edges; finding the corners to begin from the outside in. Altering a page is similar.


This project attempted to solve for typically fragmented workflows that produce disconnected experiences. By proposing Layering as a design-operational tool, I outline a set of operations that effectively organize interface elements to create fluid experience.


Much of my process throughout this project typically involved a lot of writing and gestural sketches that later end up as shared documents along with demos to illustrate ideas. A process I've found vital in leading an entire team. 

Thus far, we’ve found the retention rate for this product significantly higher than most other features on the platform. However, this is an ongoing project still investigating the effectiveness and limitations of using this process.