A birthday cardthat opens like the real thing.
NOTY is my product. The idea, the brand, the UX, the interface and the code — all of it, from an empty file to a service people pay for.
Everything
Product, brand, UX, UI, build
2026
Live, charging
Nobody needs another greeting card site.They need the message to land.
A birthday has two outcomes. A paper card that took real effort and arrived two days late, or a message in a group chat that arrived on time and weighed nothing.
The digital cards that exist pick a third, worse option: a PDF with clip art, a forced sign-up for the person receiving it, and an ad across half the screen.
I did not set out to make a cheaper card. I set out to give back the moment of opening it — and to send that moment as a link, in a minute, from a phone in a coffee queue.
The cover moves
A seamless loop — not a GIF, not a video with a play button. Movement is the one thing paper cannot do, so it carries the whole product.
The receiver does nothing
No app, no account, no password. The link opens in any browser. A 62-year-old dad is the test case, not the edge case.
The words are already there
The biggest drop-off is not the price, it is the empty text field. The ready-made shelves ask for a name and nothing else.
The sender finds out
A paper card disappears into a letterbox. A NOTY tells you the moment it is opened — and lets them film an answer back.
The loop has to be invisible.
The second you can see where the video restarts, the card has become a file. Every cover is cut so the last frame meets the first, so you never catch the loop — you only notice the picture refuses to settle.
Coral does all the work.
One saturated colour on warm, near-white paper. The rest of the palette only ever appears as confetti — never as a surface, never as a button.
Coral
#FF5D73
Blush
#FF9DAB
Indigo
#8B8EF0
Amber
#F6B45A
Mint
#5FCE9D
Sky
#54B6E6
Lilac
#C579D6
Paper
#FFF6F4
Every day is someone's birthday
Rounded terminals without turning childish. The same face carries a 72px headline and eleven-pixel form labels.
ČĆŽŠĐ
A minute was the budget.
Anything that did not fit inside a minute was cut: accounts before payment, font pickers, a three-step preview. What survived is three screens.
Happy birthday! You have spent years quietly making sure everyone else feels looked after — today it is your turn.
114 / 400Nobody searches for “a card”.
They search for “belated birthday card” or “40th birthday card”. Six shelves, each with its own page and its own copy — because that is where the site is actually entered, not the home page.
- “birthday card online”
Birthday cards
- “40th birthday card”
Milestone birthdays
- “belated birthday card”
Belated cards
- “card for a best friend”
Cards for friends
- “card for mum”
Cards for family
- “card for a coworker”
Cards for colleagues
Brand and words
03- 01Name, logotype and the whole visual system
- 02Six occasion pages, written for search
- 03The blog and every word on the site
The product
05- 01Ready-to-send shelves, messages written
- 02Cover generation from a written sentence
- 03Checkout and payment, from €9
- 04Open notifications, reactions and video replies
- 05Scheduled delivery on the day itself
A client who says no costs nothing.
When the client is you, every no is paid for.
Openone.
The card opens in a browser with no account — the fastest way to see what this case study is describing.