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Dawson Andrews

an independent digital product firm

Monday 01 January 1900

Niice Logo

A visual collaboration platform for creative teams.

Niice was born 4 years ago and we’ve been there since day one. We’ve been there when it was launched as a free tool, when we built a beta version, then a paid launch. Now it’s a fully blown SaaS company and is used by thousands of creative teams every day, including companies like Nike, TIME and Airbnb.

Dawson Andrews builds and designs digital products from offices in Belfast and Sydney.

Niice app on an iPhone

The creative process is a conversation

This makes sense when you consider that all of our communication tools were designed for words, not pictures.

Chris Armstrong (Founder of had a stellar background. He was part of the renowned web agency, Design by Front, before working on Typecast, an early product by the studio that re-invented the way fonts were used in the web browser. Typecast was later acquired by Monotype. Chris however, was always obsessed with the creative workflow.

We needed a tool that’s designed for free-flowing, creative discussions; that enables us to present & critique our ideas in a visual way without having to be in the same room at the same time, or even the same timezone.

Niice Studio Photo
Chris, the founder and fanatic of Niice.

“The creative process is a conversation. When creative projects fail it’s rarely due to a shortage of ideas or talent: it’s because communication breaks down.”

Our Contributions

  • Product Management
  • Product Strategy
  • Quality Assurance
  • User Experience & Interface Design
  • Usability Testing
  • Analytics
  • Onboarding
  • User Research
  • Product Roadmapping
  • UI/Front-End Development
  • Optimisation
  • Stripe Integration
  • API Development
  • Ruby on Rails Development
Fun fact #1

We Go Way Back

Several of the current Dawson Andrews team derive from the same pedigree as Chris. Jordan Moore worked at Design by Front as did Chuck Neely and Peter Hawkins, both of whom worked on Typecast and later — Monotype Corporation after the acquisition in 2012.

How Niice Won the Hearts of Creatives

Niice Features


In the beginning, Chris set out to solve the ‘Creative Block’ problem by building a tool to help with inspiration. It started with ‘Search’; a search engine for images. Or as a famous tech journal called it ‘Google Images with Taste’.

The subtle smarts of the search was the algorithm that takes some creative license to show you the abstract (one or two steps removed). It can almost artificially manufacture serendipity.

Niice Screenshot


The Moodboarding Feature was Niice turning towards building revenue and launching a SaaS product for Pro and Team Features via monthly and annual subscriptions. On the lead up to launch we figured it would be best practise to open up a Beta offering to ensure we had a grace period for bugs and a patient audience to help us in our product discovery.

The site received 11,000 requests for access to its beta version. In June 2014 we launched.

We had just launched visual discussions that didn’t require everyone to be in the same room at the same time or even the same timezone. This was the start of something new for Niice.

Nice currently has 330,000 live mood boards.


Feedback is an essential part of the creative process, but too often it becomes a bottleneck. One of our goals was to streamline the process of asking for & giving feedback so you can always get the right input from the right people at the right time.

Whether you want depth feedback or just a year or a no, Niice makes it easy to set the context for the kind of input you want.

Niice app


A way for you to keep the conversation all in one place, and never lose sight of what you’re discussing with your team.

Comments example

Leave your Chat on

We integrated with slack… but we built internal chat too.

Live Boards example

Live Boards

Live boards is a pretty critical feature if you want creative teams in different locations collaborating together in real time.

Used by the world’s most creative teams

Airbnb Logo
Time logo
Apple Logo
Google Logo
Nike Logo
Levi's Logo
Sky Logo
McCann Logo
Fox Logo
UO Logo UO Logo

We built chrome and safari engines for users to collect, save and tag images from around the web.

Niice Is A Beautifully Simple Tool To Create Moodboards

“Every now and again I’m pitched a startup that I “get” instantly because it addresses a problem I’ve faced in the past and solves it in a simple, laser-focussed way. Niice is one such startup.”

Steve O'Hear, TechCrunch

Techcrunch Logo

API and Integration

Going API first is the most robust way to build a scalable product but it wasn’t where Niice started. In the early days the app was very tightly coupled with the interface on the same server as the backend along with multiple others. This effected performance, scalability, and our ability to move faster and develop quicker. We had to stage our API builds according to capacity and budget to keep the business moving forward while we were gradually moving over to a solely API-based product.

“Our software doesn't exist in a vacuum, it's critical that we understand our place in someone's workflow and play nice with all the other tools they're using.”

Niice + Adobe

Officially an Adobe partner, Niice has linked up with Creative Cloud to move content between Adobe and Niice. There aren’t many applications that allow you to send an image from an iPhone straight into Photoshop and back again in the seamless manner Niice has achieved. It seemed like a small idea at the time but these integrations have become a vital part in integrating Niice into the creative workflow.

Niice + Slack

Integrating with Slack allowed Niice to seamlessly slip into existing workflows of creative teams. On-boarding a team internally to a new tool is incredibly challenging, the Slack integration was a small helping hand we were able to provide at very little development cost.

Niice + Dropbox

As Niice transitioned from a tool for individuals to an enterprise platform for teams the Dropbox integration allowed two-way sync to get lots of content in and out of Niice quickly. This is vital for non-design team members who want to contribute fast - just put it in Dropbox, Niice does the rest.

iPhone app screenshot

We can’t take much credit for most of the brilliance of Niice but we especially can’t take credit for the iOS app however, our API development is the foundation that it’s built upon.

Niice Studio Photo
Fun fact #1

Watercooler Pals

We used to share an office with Niice… or rather… we used to share Niice’s office with Niice. Eventually, we got too big and had to move out before Chris politely kicked us out. We probably overstayed our welcome.

“Powered by Behance, Dribbble and Designspiration, Niice pulls in content from these srouces and displays them in a simple, easy-to-consume grid.”

Harrison Webber, The Next Web

The Next Web Logo
Fun fact #3

Why So Punny?

You might be wondering what all the puns are about, particularly in the latter half of this case study. Chris has a ‘different’ sense of humour. Whilst feature releases are time-pressured moments in a young companies life, they were known to be delayed because Chris hadn’t come up with a suitable enough pun for the release title. Steve Jobs Wannabe?

The Technical Bit

Niice’s backend and API is built upon Ruby on Rails using Postgres for its database, with the majority of its frontend structured around Backbone JS. Over time we have extracted features such as the search API and media uploader out into micro services in order to give the app more stability, making it more maintainable and scalable.

Smart Search; Building a Machine Learning Engine
Niice scrapes images from all around the web, and currently processes up to 40,000 images a day, holding nearly 6.5 million images in its database at the time of writing. Dealing with such large amounts of data isn’t easy, especially when you want to minimise the time it takes to return accurate and relevant results. We opted to implement Elasticsearch as a way to index all the information that is gathered into structured format that is easily, and quickly queried.

Powered by Artifical Intelligence
Every image we collect goes through our machine learning engine to help generate more relevant and suggested images. We use a service called Imagga to process each image, returning an array of suggested ‘tags’ which relate to them. Along with this we also collect the most dominant colours and other metadata such as dimensions, giving us various different avenues to compare images against each other. We’ve only begun to scratch the surface of the potential AI and machine learning technology has to offer.

Mondrian - The Smart Layout Engine

We like to move it move it.
Niice’s layout engine makes it easy to add context to your content & present your concepts clearly. this needs 2-3 short paragraphs on the layout engine. Originally Niice’s boards utilised Packery to help create and manipulate its boards. Packery is a superb open source javascript library for making gapless and draggable layouts, however, over time, we became more and more frustrated with its limitations.

This prompted the creation of Mondrian, a completely custom built layout engine built directly into the Niice architecture. Mondrian is built using modern technologies such as Javascript Web Workers to allow all the heavy lifting and calculations to be done in the background - leaving the site to focus as much processing power on any UI changes. This results in an incredibly smooth and seamless experience for the end user.

Niice examples

Use Case

Content Creator - Plan Your Instagram Feed with Niice

Content Planners in agencies all around the world use the smart layout engine to storyboard and plan social media campaigns on platforms such as Instagram.

A selection of Twitter testimonials

Chris - pun here plz

Unlike with most clients, we weren’t the one’s dreaming up product features, designing the roadmap and taking the product lead. We really just provided design and engineering resources to execute on Chris’s vision and under his direction. Normally this would be annoying when working with a client but for us we just feel lucky. Much as Metalab got to work with Stewart Butterfield on Slack and Teehan&Lax got to work with Ev Williams on Medium….DA got to work with Chris Armstrong on

Chris’s time of working with us is probably coming to an end as he continues to build out a stellar product team internally but in the mean time we’re continuing to work on some pretty cool stuff together.

If you are a scaling startup and are looking for the same kind of partnership we’ve enjoyed with Niice please REACH OUT.