eCommerce Video Portal

I worked in the Grupa Nokaut R&D Group for over two years. We were tasked with coming up with new product ideas that addressed the most critical strategic problems of the business. One of the projects that we realized in 2011 was Nokaut.tv – an eCommerce Video Portal that quickly attracted over 100,000 viewers. I had the pleasure to lead design and product development process.

read this story


Grupa Nokaut, preparing for the IPO, was desperately trying to strengthen brand awareness and diversify the traffic (over 90% of traffic came from Google search).

At that time, I headed the design organization and, simultaneously, I worked in a small R&D team reporting directly to the founders of the company. The R&D team was created to solve the critical strategic problems of Grupa Nokaut and create future-facing product concepts.

One of the initiatives that the R&D team took on in late 2011 was creating a video content service and using content marketing to increase Nokaut.pl brand awareness and generate significantly more direct traffic.


The creative process started with an exploration. Taking the problems the business was facing, what kind of experience should we create? Video content was on the rise globally, but what did it mean for us? And how video content could change the brand of Grupa Nokaut?

After multiple brainstorming sessions, we've decided to take a significant shortcut and use a local raising youtube star and take inspiration from his successful video channel. That led us to the concept of Nokaut.tv – youtube program focused on testing the knowledge of random people on the streets and gifting them products if they answered the questions correctly.

We've also defined the brand concept and commissioned an intro video (screens below).

Nokaut.tv video intro snapshot
Second Nokaut.tv video intro snapshot
The dynamic, vibrant, brand image of Nokaut.tv

The Process

The chart below represents the process for this project. It's an accurate representation of how my team and I used to run design and product work at Grupa Nokaut at that time.

Chart representing the process used in this project.
Screenshot of Nokaut.tv homepage
The homepage of Nokaut.tv


  • The first 15 episodes generated over 1M views on YouTube and delivered a significant amount of direct traffic to Nokaut.pl
Coordination of multiple external partners drastically increases the risk of the project.

Lessons Learned

  1. The plan to maintain a service is as vital as plan to launch a service. After great initial success Nokaut.tv started to decline. The quality of content went down, novelty effect disappeared, and after 18 months, Nokaut.pl decided to close down the service (I wasn't at the company at that time).
  2. The need to coordinate multiple partners (content, development) increases the overall risk for the project.
  3. Changing the brand perception of an established product is very difficult.


  • Axure (wireframing, prototyping)
  • Notable (comments on visual design)
  • Photoshop (visual design)
  • Propriatory click–tracking software
  • Google Analytics

More Projects?

Ready for more of stories? Choose the next project below.

Conversion Optimization

In 2009 I was trusted with the optimization of critical elements of the Nokaut.pl product page. Together with the engineering team, we've worked out a series of hypotheses based on factors affecting human attention (contrast, color, movement, pattern...) and we've performed a series of multivariable split tests. The result? 24% increase in the conversion rate.

read this story

Paper Prototyping Redesigned

The story of the notepad that changed my life

read this story

Homepage for 2.5M People

In 2011 I led the process of the redesign of Nokaut.pl Homepage. At that time, Nokaut.pl was attracting 2.5 million users a month and the owner of Nokaut.pl – Grupa Nokaut was preparing their IPO. An intense project!


Mobile App for 3 Platforms

Web products of Grupa Nokaut had been dominant (2.5 million unique visitors per month in 2011), but the company didn't have much success on the mobile market. Our mobile offering, at the time, was limited to a dated mobile version of the core service built for old cell phones. This service was highly popular couple of years earlier, but with the growing popularity of smart phones users expected "richer" experiences.

In 2010 Grupa Nokaut asked me to lead the process of designing and building a mobile app for 3 platforms: iOS, Android and Windows Mobile.

read this story

The New Design Editor

In 2015 UXPin was an established design tool serving over two thousand companies. We've just raised our Series A (led by True Ventures and Jeff Veen – former VP of Design at Adobe).

We knew that this is not enough. We knew that we have to do even more to realize our mission and help the design tools industry move forward. Soon, we've started a design process that changed the entire industry.


The Open Source Adventure

Since 2012 I'm operating as a full–time CEO of a growing startup – UXPin (over 50 employees, profitable). Despite that, I've never stopped being a designer, coder, and a product person. To relax and contribute to UXPin and the overall design and engineering community, I tend to take on side projects.

In 2017, after talking to a bunch of friends working on design systems, I decided to devote my weekends to the creation of an open source repository of analyzed design systems.

For two subsequent weekends in January 2018, I designed and coded (React.js and Node.js) the repository. The popularity of this project exceeded my most optimistic expectations.

read this story

Designing for yourself is tough

I've spent way over a decade designing all sorts of products, but hardly ever – brand identities. Nevertheless, I have a deep affection for the very special connection between art and storytelling always present in great brand design.

When I decided to build my personal website, I knew that this is a great opportunity to define my brand – my story, aesthetics and message with a holistic design process.

I quickly became my own most demanding client and yet... I thoroughly enjoyed the process of designing Treder Design brand.

read this story