Unlocking the direct-to-consumer opportunity for Nokia Phones



  • Strategy workshops
  • Redesign of user experience
  • Composable headless ecommerce shop
  • Integrations
  • Program management

Long story short

Luxid collaborated closely with HMD's teams to lead strategy and conceptualize the new direct-to-consumer business, while also overseeing sales forecasting and program management.

Luxid helped HMD Global transform its digital strategy by turning a catalogue website into a full ecommerce shop. Delivering a scalable design system, composable headless architecture and configuring BigCommerce as the ecommerce engine, is a significant undertaking.   

Our team’s efforts resulted in HMD gaining complete control of its digital ecommerce strategy, launching products quickly with a smooth UX. The new site outperformed the competition on key metrics and provided an engaging platform across 14 regions.  


About HMD

HMD Global is a brand licensee and global producer of Android smartphones under the Nokia Phones brand. Operating in over 80 different countries and is the largest European smartphone manufacturer.

Initially, HMD’s digital presence entailed an ecommerce site which only sold devices via a third party.   

It was time to transform and move to the next level by developing a digital strategy that would enable HMD to sell devices and accessories directly.  



With the pandemic accelerating a rethink of its ecommerce strategy, HMD’s digital transformation required it to fully control all aspects of  product sales and fulfilment. Alongside this, HMD also wanted to completely redesign its user experience. 

To deliver a working and converting ecommerce system, a team of specialists was required which included ecommerce consultants, designers, copywriters and developers.


Through business concepting meetings, our team kickstarted a design process centred on a scalable system. At the same time, the development team began building a modular headless architecture in React, leveraging Contentful as the API-based content management system and setting up BigCommerce as the ecommerce engine.  



A time to market of just six months gave HMD a significant advantage in implementing its revamped digital strategy, positioning itself as the official seller and fully controlling its digital ecommerce strategy. This enabled quicker product launches and more engaging marketing opportunities on the refreshed site.  

Luxid’s integrated approach, where designers and developers function as a unified team to drive synergy, was key to the success of the project.  

The new site outperforms competitors on web vitals, which are critical for conversions and providing users with a seamless, frictionless experience.  


Months's time to market




Control of digital strategy

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