NobodySurf had a hit iOS and Android app but no web presence at all. Their audience, young surfers drawn to underground aesthetics and alternative surf culture, was hard to reach without one. The existing brand didn't speak to them either. A web launch without a redesign wasn't going to stick.

I served as both UI designer and frontend engineer, working alongside my studio partner and NobodySurf's in-house teams. We rebuilt the design system from scratch, designed the entire web UI, and built the full frontend. Once the new design language was established, we carried it back into the mobile app so every platform felt like one product. We also designed and built the search UI, one of the platform's most-used features.

The core engineering challenge was making a web experience feel as fast as a native app. Personalized content required client-side rendering, but performance couldn't take a hit. We started in React, then migrated to Next.js mid-project for better routing and real speed gains. The platform grew to 100,000+ active users, earned the #1 spot for free surfing video globally, and picked up multiple Apple App Store features.