Nugs

Live music lives here.

Nugs is a live music streaming and download platform serving both dedicated jam band subscribers and rock fans who buy a la carte, spanning artists from Billy Strings and Goose to Bruce Springsteen and Metallica.

Partners since 2025

Services provided:

Content StrategyNavigation & IAUser Experience DesignUX/UIWebsite Brand GuidelinesWebsite Design

INDUSTRY

Music & Live Entertainment Streaming

WEBSITE

Nugs.net

Landing Page Test

In a controlled A/B test, the new page pulled ahead of the original within two weeks post-promo.

Major Launch Support

Site updates helped support a major Dead & Company pay-per-view push, with over 10,000 users taking the accompanying free trial offer.

Pricing Strategy

Research and UX findings helped inform a company-wide price decrease rollout.

The Challenge

Nugs' homepage was built for one audience: subscribers who already knew and loved jam bands. But a growing share of users, rock fans buying CDs and downloads rather than subscribing, weren't being served at all. The existing experience buried shopping deep below the fold, offered no clear path for non-subscribers, and left both audiences fighting for the same real estate without a clear hierarchy.

The Solution

Yellow Lion led a navigation and UX strategy built around user intent rather than a single funnel. We mapped distinct pathways for subscription-focused fans and one-time buyers, restructured the homepage around a self-select model, and delivered a revamped landing page along with website brand guidelines to keep the experience consistent as Nugs scales.

What We Did

Phase 1

Phase 1: UX/UI Strategy & Navigation

Site structure and navigation audit to identify friction points
User segmentation mapping across subscriber and one-time buyer journeys
Homepage experience strategy built around self-select pathways
Wireframes for homepage and key landing pages

Phase 2

Phase 2: Website & Digital Experience

High-fidelity landing page design for desktop and mobile
Subscription experience page optimized for first-time conversion
One-time purchase and digital download page for non-subscribers
Live concert streaming and merchandise page structuring

Phase 3

Phase 3: Content Strategy & Messaging

Core messaging framework tailored to each audience segment
Call-to-action strategy built around user intent
Brand storytelling integration across the live music experience

Phase 4

Phase 4: Visual Identity & Design

Website brand guidelines: typography, imagery, and layout standards
Text and button sizing standards for readability and accessibility
Scalable design system to support future pages and features
Internal flow testing and navigation validation with the Nugs team

"We finally have a page that reflects where our audience actually is. Within two weeks it was abundantly clear the new version was going to take off, and it's given us a real starting point for everything we want to do next with the store."

Zach Roeper

Director of Product