April, 2022
Redesigning for Clarity, Consistency, and Conversion
How we re-architected BusinessComparison.com to reduce friction, reflect the brand, and boost performance across every product.
The Challenge
After several months of iterative optimisation, the original BusinessComparison.com site had reached its limits. While we’d made steady gains through A/B testing and UX tweaks, the underlying architecture and visual design couldn’t support the scale, flexibility, or user expectations we needed going forward.
Users found the interface confusing, inconsistent, and frustrating—especially at first touch. Drop-off rates were high, and the site wasn’t doing justice to the evolving brand or the breadth of services on offer.
My Role
As Lead Designer, I was responsible for the full site redesign—from UX and navigation strategy to visual hierarchy and UI systems. I worked closely with business stakeholders, customer support, and engineering to ensure the redesign was customer-first, conversion-focused, and built to scale.
Our Process
We used a continuous discovery approach, drawing insights from:
Customer interviews
Partner feedback loops
Conversion data from key journeys
Workshops
A key finding? Users weren’t looking for “options”—they were looking for direction. They wanted a clearer path to the right solution with minimal noise, effort, or guesswork.
The Solution
We re-architected the entire site around simplicity, clarity, and conversion intent. The new design featured:
Streamlined navigation to reduce decision fatigue and guide users quickly to relevant products.
Repositioned IA based on user intent, not internal structure.
Fewer clicks to value—shorter, clearer journeys with frictionless progression.
A consistent visual language to unify the brand across pages, products, and devices.
The new system was also built to adapt across all product categories, giving us a scalable framework for future growth.
The Impact
The redesign didn’t just look better—it performed better.
📈 Results:
Average conversion rates across products rose by 10%
In our largest acquisition channel, we saw a 21% uplift in CVR
Bounce rates dropped significantly as the experience became more cohesive and task-oriented
