UX/UI

UX/UI: the conversion layer.

Eight always-on services across the customer journey, plus the four-part Black Friday build. Every one of them measured.

Journey-mapped · benchmarked

Most sites do not have a traffic problem. They have a friction problem, and friction is cheaper to fix than acquisition is to buy.

Book a UX/UI audit →
35.26%
Conversion uplift from redesigning the checkout on a large ecommerce site.
Baymard Institute
$260bn
Recoverable cart losses in the US and EU through checkout redesign.
Baymard Institute
48%
Abandon checkout because of unexpected extra costs.
Baymard
24%
Abandon when forced to create an account.
Baymard
18%
Won't hand over card details to a site they don't trust.
Baymard
62%
of sites fail to make guest checkout prominent.
Baymard
61%
of mobile sites use the wrong keyboard layout for form fields.
Baymard
66%
of mobile sites place tappable elements too close together.
Baymard
The eight always-on packages

Journey-mapped. Every stage covered.

Each package is anchored to the customer-journey stage it serves. Action Orange marks the highest-friction stage: checkout.

Homepage→ Navigation→ PDP/PLP→ Cart→ Checkout→ Post-purchase→ Subscription / Booking
01 · Journey · PDP/PLP

PDP & PLP Optimisation

Maximises the impact of catalogue browsing and deep-dive product evaluation, converting interest into active buying intent.

What it involves
  • Current website audit: layout friction, visual hierarchy, sizing/variant selectors on PDPs and grids
  • Competitor benchmarking: filtering, sorting, badges, image galleries
  • Business & brand objectives: brand guidelines, commercial priorities, target-margin items
  • Data analysis: high-exit product grids and pages with low add-to-cart rates
  • Heatmapping: scroll depth, click tracking and mouse movement around descriptions, sizing charts and CTAs
Tangible benefits
  • Consistent look & feel across collection grids, product pages and recommendation widgets
  • Better brand presentation that increases perceived value and trust
  • Increased AOV via optimised cross-sells, upsells and bundle-builder interfaces
  • Decreased abandonment: resolves friction and information gaps on the decision-making pages
  • Improved presentation via multi-angle zooms, videos, size calculators and dynamic swatches
Expected results
MetricTypical shiftWhy it moves
Add-to-Cart rate+15% → +30%Removing friction around pricing, sizing and CTAs increases intent.
Average Order Value+5% → +15%Strategic cross-sell and bundling encourage multi-item discovery.
Bounce rate on grids−10% → −20%Improved filtering keeps users engaged on listing pages longer.
PDP exit rate−15% → −25%Rich media, explicit sizing and clear shipping terms resolve anxieties.
02 · Journey · Navigation

Navigation & Structure

Streamlines information architecture and taxonomy so users find exactly what they want with minimal friction.

What it involves
  • Audit of header, footer, mobile hamburger menu, search and global routing
  • Benchmarking search behaviours, mega-menus and filtering patterns
  • Highlighting priority collections, seasonal campaigns and high-margin categories
  • Mapping user paths, zero-search-result queries, exits from broken internal navigation
  • Heatmapping click concentration on menus, secondary nav, filters vs search
  • Re-architecting parent/child menus to eliminate confusing overlap
  • Progressive-disclosure menus to prevent overwhelming visitors
Tangible benefits
  • Easier product discovery: minimises clicks to target products
  • Reduced confusion via clear signposting and intuitive breadcrumbs on every device
  • Optimised hierarchy showcasing revenue-generating categories and key service links
  • Label terminology adapted to consumer vocabulary rather than internal jargon
Expected results
MetricTypical shiftWhy it moves
Search conversion rate+20% → +40%Cleaner autosuggest and predictive filtering turn intent into sales.
Pages per session+15% → +25%Logical hierarchy encourages deeper catalogue exploration.
Nav drop-off rate−20% → −35%Removing bloated menus and dead ends stops frustration exits.
Time to find product−30% → −50%Simplified taxonomy lets buyers locate items with minimal thinking.
03 · Journey · Homepage

Homepage Optimisation

Transforms the digital storefront into a high-converting destination that validates brand identity and drives users down the funnel.

What it involves
  • Audit of hero, value propositions, spacing, load perception and conversion triggers
  • Benchmarking layout variations, promotional balance and social-proof strategies
  • Translating brand mission and seasonal priorities into an impactful landing experience
  • Tracking new vs returning navigation splits and diagnosing immediate bounces
  • Heatmapping interaction with hero buttons, banners and scroll-depth drop-offs
Tangible benefits
  • Polished visual baseline that defines layout rules for the rest of the site
  • Immediate feeling of authority, luxury or value that matches brand positioning
  • Clear above-the-fold value proposition so users understand the offer
  • Strong first impression that builds trust with new cold traffic
Expected results
MetricTypical shiftWhy it moves
Homepage bounce rate−15% → −30%Clear above-the-fold value and prominent CTAs keep users browsing.
CTR into funnel+20% → +35%Structured, action-oriented grids move traffic deeper into the shop.
New-customer conversion+10% → +20%Trust signals built into the layout reassure new buyers.
Mobile engagement+25%Optimised weights, tap targets and text blocks improve mobile.
04 · Journey · CHECKOUT (highest friction)

Checkout Flow Optimisation

Eliminates purchase friction, complex form fields and hidden surprises to capture high-intent buyers at the finish line.

What it involves
  • Technical & visual evaluation of form fields, validation errors, inline assistance and payment UI
  • Benchmarking one-page checkouts, express payment integrations and guest-checkout best practice
  • Balancing business data needs (e.g. email capture) with user-speed requirements
  • Pinpointing funnel drop-offs down to the exact input box (shipping methods vs billing)
  • Heatmapping form-field friction, error triggers and visibility loops around order summaries
  • Removing repetitive entries, hidden costs, or forced account creation
Tangible benefits
  • Increased AOV via last-minute upsells and shipping-tier unlock bars
  • Decreased abandonment so users finish before second-guessing
  • Increased conversion: extracts more transactions from traffic already on checkout
  • Positive, fast transaction memories encourage buyers to come back
  • Full accessibility support, smart address autocomplete, clear validation, touch-optimised numeric pads
Expected results
MetricTypical shiftWhy it moves
Checkout completion+10% → +25%Eliminating forced sign-ups, confusing errors and long forms.
Cart abandonment−15% → −30%Upfront shipping disclosures and visible payment badges prevent late exits.
Form completion time−40% → −60%Auto-fills, smart validation and fewer required fields.
Support inquiries−20% → −40%Clear messaging on delivery, tracking and tax handling.
05 · Journey · Cart

Cart & Mini-Cart Flow

Optimises the transition between item consideration and checkout, turning the cart into a tool for validation and upselling.

What it involves
  • Audit of the mini-cart drawer, cart page layout and quantity-update responsiveness
  • Benchmarking slide-out drawers, free-shipping threshold bars and save-for-later logic
  • Designing triggers that nudge buyers toward target order tiers for logistics efficiency
  • Checking drop-off rates immediately after add-to-cart vs checkout
  • Heatmapping cart clicks (edit quantity, enter coupons, hit checkout)
  • Resolving confusing cart updates, invisible checkout buttons, missing payment visibility
Tangible benefits
  • Increased AOV via dynamic progress bars ("Spend £10 more for Free Shipping") and one-click add-ons
  • Decreased abandonment via transparent items, taxes and shipping before checkout
  • Zero-friction bridge to checkout that maintains momentum
  • Users can modify choices without page reloads
Expected results
MetricTypical shiftWhy it moves
Mini-cart → checkout+15% → +28%Sticky checkout buttons and clear cart contents prevent hesitation.
Average Order Value+8% → +18%Recommendation sliders in the drawer make it easy to add.
Cart page bounce−15% → −25%Immediate shipping transparency and express pay shortcuts.
Error / reload freq.−80%AJAX cart updates recalculate instantly without page reloads.
06 · Journey · Subscription

Subscription & Onboarding

Simplifies complex recurring purchase models into an intuitive lifestyle onboarding experience that secures recurring revenue.

What it involves
  • Designing recurring order selections, custom schedules and bundle frequencies
  • Interactive step-by-step quizzes for tailored product matches
  • Progress trackers, easy-to-select choice cards, transparent breakdowns of subscription vs one-off prices
Tangible benefits
  • Increased AOV via multi-step configuration nudging box sizes and upgrades
  • Confusing option lists become friendly, guiding questionnaires
  • Clear expectation-setting on subscription rules and easy skip/pause interfaces
  • Higher-value, loyal customers via a high-touch onboarding feel
  • Rich first-party preference data captured during onboarding
Expected results
MetricTypical shiftWhy it moves
Subscription sign-up+25% → +50%Interactive quizzes break complex choices into manageable questions.
Onboarding completion+20% → +35%Progress trackers and micro-animations reduce form fatigue.
Subscription retention+15% → +25%Easy pause/skip/swap reduces active cancellations.
First-party profiles100% captureExplicit preferences captured during onboarding.
07 · Booking

Calendar Booking Dashboard

Replaces clunky, disjointed scheduling plugins with a seamless, white-glove booking portal built directly into the site.

What it involves
  • Custom calendar setups for therapists, 1-to-1 coaching or precise time-slot services
  • Physical stores offering online bookings: in-store fittings, consultations, experiences
  • Time-zone adjusters, multi-step resource filters (location, staff), interactive availability matrices
Tangible benefits
  • Increased bookings: lock in dates and times in a few taps
  • White-glove appointment interface that matches the brand's identity
  • Self-management: customers reschedule, cancel or add notes without calling
  • Solves mobile layout issues common in calendar plugins; clear error handling for conflicting slots
Expected results
MetricTypical shiftWhy it moves
Booking conversion+20% → +45%Clean calendar views and step-by-step confirmation simplify scheduling.
Booking abandonment−25% → −40%Location, staff and time on one clear screen prevents drop-off.
Support call volume−30% → −50%Self-service portal eliminates manual support emails.
Mobile booking success+35%Thumb-friendly date grids replace tight dropdowns.
08 · Booking

Accommodation & Event Booking

Handles complex scheduling logic (dates, capacities, ticket categories) and simplifies it into an engaging, clear booking funnel.

What it involves
  • Online booking implementations for hospitality, hotels, theatres, festivals or attractions
  • Interactive seat maps, live occupancy bars, clean check-in/check-out range selectors
  • Clear add-on interfaces (meals, VIP upgrades)
Tangible benefits
  • Increased bookings via clear pricing breakdowns across dates
  • Immersive visual imagery combined with clean data inputs
  • Group selections, dietary updates and digital ticket downloads
  • Simplified text blocks and real-time layout changes during cart countdowns
Expected results
MetricTypical shiftWhy it moves
Funnel conversion+15% → +35%Visual date pickers and seat maps clear multi-ticket confusion.
Ancillary revenue+10% → +25%Timely upsell prompts introduce options without derailing the sale.
Cart-expiry dropout−20% → −30%Clear countdown notifications and simple form fields.
Review / trust scoresMeasurableStress-free pre-arrival booking leaves a great impression.
Pick a tier · scale from Foundation → Peak

Three ways to buy the UX programme.

01 · Foundation

Foundation

One high-friction journey, fixed properly.
  • PDP/PLP or Checkout optimisation
  • Baseline audit & benchmarking
  • Heatmapping & behaviour analysis
  • Measurement plan
Book a Holiday Readiness Audit →
02 · Growth

Growth

Three-to-four journeys plus navigation and cart.
  • Everything in Foundation
  • Homepage, Navigation, PDP/PLP, Cart
  • Heatmapping across every stage
  • Prioritised roadmap of fixes
  • Monthly measurement & iteration
Book a Holiday Readiness Audit →
03 · Peak / BFCM

Peak / BFCM

Growth plus the full BFCM UX build.
  • Everything in Growth
  • BFCM storefront skin
  • Impulse checkout build
  • Progressive AOV & bundle maximiser
  • PDP scarcity layer
Reserve your BF slot → See offer
Book a Holiday Readiness Audit: a personalised forecast, not a generic benchmark. October incentive · 20% off T&M and custom · 30% off fixed packages · payment collected in October.
Book an audit →

Reserve your Black Friday slot.

Every campaign moment on this roadmap needs design, build and QA time. The teams that book first get the calendar they want. Everyone else takes what is left.

October incentive · 20% off T&M and custom · 30% off fixed packages · payment collected in October.

Reserve your Black Friday slot → Talk to us