Naim – Streaming Products

Role
UI / UX Designer

Project Deliverables
Design Strategy
Design Specification
Digital Prototypes
Design System

Year
2016

Awards
↳ Red Dot Award: Product Design
↳ What Hi-Fi? Wireless Speaker of the Year
↳ AV Tech Awards – Best Compact Music System
↳ Sound and Vision – Top Pick Winner 

The Objective

Our goal was to translate Naim’s proprietary streaming technology and rich analog heritage into a new generation of products designed for a modern, digitally native audience — bringing the brand’s audiophile values to users who may have never experienced traditional hi-fi.

The Approach

We had a simple guiding philosophy – "formality and approachability" — blending sharp architectural lines rooted in Naim’s hi-fi heritage with rounded forms to invite interaction. This was scaled into a deisgn system across physical and digital touchpoints.

Results

Naim's streaming products, and it's unifying app received multiple awards for their build quality, intuitive UX, and audiophile-grade sound. They played a key role in increasing Naim’s global revenue, with growth from ~£21 million in 2014 to over £41 million by 2022, and galvanized Naim's position in the premium lifestyle market.
 
 

Uniti Atom Streamer

Confluence of Physical and Digital UI

Uniti Atom Screen + NStream App

Music Streaming + Transport

MU-SO Streamer

Signature front surface

“The Naim Uniti Atom demands to be seen, and as a result it demands to be interacted with...the designers started from the user experience and worked their way out in terms of performance.”

— Andrew Robinson, AV reviewer

“The numbers all go to eleven. Look, right across the board, eleven, eleven, eleven…” 

— Nigel Tufnel, “This is Spinal Tap”

Iconography

Icons for all physical and digital touchpoints

NStream iPad App

Music Streaming + Setup