Optimising the digital shopping experience for a home improvement retailer
Used research and UX analysis to uncover friction points and boost conversions across key product journeys.
•UI UX Designer
Challenge
A national home improvement retailer wanted to improve its online experience — particularly for paint, timber, and kitchens. Each category attracts a different kind of customer, from people just browsing for inspiration to confident buyers who know exactly what they need. The site had to work better for all of them, on desktop and mobile.
Solution
We ran a structured UX review that combined a heuristic audit of the full experience, interviews with DIYers across skill levels, and competitor benchmarking to spot gaps and opportunities. From there, I built out prototypes in Figma focused on navigation, product discovery, and checkout improvements.
My role
I led the heuristic evaluation and ran user interviews to understand where people were getting stuck. I then designed UI improvements in Figma, tied design decisions back to what the data was telling us, and stayed close to stakeholders throughout to keep things aligned.
Impact
The work surfaced key UX issues across navigation, product pages, and checkout — and helped the team prioritise fixes based on what would actually move the needle on conversion. The result was a clearer experience for browsers and buyers alike, with a practical set of recommendations to act on.
Key takeaway
You don't always need to rebuild a site to make a real difference. Sometimes a few well-placed fixes, grounded in what users are actually experiencing, can do a lot to improve how people shop.
