Problem
After months of iterative optimisation, the original site had reached its limits. The underlying architecture and visual design couldn't support the scale, flexibility, or user expectations needed going forward.
Users found the interface confusing, inconsistent, and frustrating — especially at first touch. Drop-off was high, and the site wasn't doing justice to the evolving brand.
My role
As Lead Designer I owned the full redesign — UX and navigation strategy, visual hierarchy, and UI systems — working closely with business stakeholders, customer support, and engineering to keep it customer-first, conversion-focused, and built to scale.
What we did
A continuous discovery approach — customer interviews, partner feedback loops, conversion data, and workshops — surfaced the key finding: users weren't looking for options; they were looking for direction. A clearer path to the right solution with minimal noise, effort, or guesswork.
- Streamlined navigation to reduce decision fatigue and route users to relevant products fast.
- Repositioned IA around user intent, not internal structure.
- Fewer clicks to value — shorter, clearer journeys with frictionless progression.
- A consistent visual language unifying the brand across pages, products, and devices.
- A scalable framework ready to adapt across all product categories.
Outcome
- Average conversion up 10% across products.
- 21% CVR uplift in the largest acquisition channel.
- Bounce rates dropped significantly as the experience became cohesive and task-oriented.