DxO - Nik Collection
UX/UI Design
How might we design a landing page that celebrates a 25-year creative legacy while driving adoption of a new major release ?
ROLE Product Designer
FOCUS Prototyping, Delivery
PLATFORM Desktop web, Mobile web
OVERVIEW
To celebrate the 25th anniversary of Nik Collection, DxO’s iconic suite of creative photo editing plugins, I led the design of the main landing page for version 3.
The page served as a strategic entry point in the conversion journey, aiming to both honor the brand’s legacy and promote the latest product innovations to existing and new users.
The page served as a strategic entry point in the conversion journey, aiming to both honor the brand’s legacy and promote the latest product innovations to existing and new users.
USERS
The experience addressed two main audiences with different expectations:
Existing Nik Collection users, looking to understand what’s new in version 3 and whether to upgrade
Professional and advanced photographers, discovering the suite for the first time and evaluating its creative potential
APPROACH
We built the experience around a few core principles:
> Heritage — highlight 25 years of creative impact and brand credibility
> Discovery — make new features and presets easy to explore and understand
> Storytelling — combine product value with an emotional, visual narrative
> Conversion — guide users naturally toward purchase or free trial
As a Product Designer, I defined the UI direction and designed the full landing page experience, ensuring consistency across all campaign touchpoints.
SOLUTION
I designed a high-impact landing page structured around an interactive timeline showcasing the history of Nik Collection, combined with clear sections highlighting the 25 new presets and key creative capabilities.
Strong visual storytelling, product demonstrations, and clear calls to action were used to encourage users to either upgrade or try the software for free.
The design was conceived as a modular system, easily adaptable across a multi-channel media campaign including email, ads, and pop-ups.
Strong visual storytelling, product demonstrations, and clear calls to action were used to encourage users to either upgrade or try the software for free.
The design was conceived as a modular system, easily adaptable across a multi-channel media campaign including email, ads, and pop-ups.
IMPACT
The landing page reinforced Nik Collection’s position as a reference in creative photo editing while supporting commercial objectives. Key outcomes include:
> Clear valorization of the brand’s 25-year legacy
> Stronger visibility of new features and presets
> Improved engagement through interactive storytelling
> Optimized conversion paths for both existing and new users
> A scalable visual foundation for multi-channel campaign assets
