Case Study - A Seamless Digital E-Commerce Experience

The Challenge

Natural Wood Floor Company needed a seamless digital experience to make browsing and purchasing wood flooring easier. The challenge? Transforming their FileMaker stock and retail management system into a high-converting online platform while enhancing customer engagement and sales.

Key obstacles included:

• Poor navigation and unclear product categorisation causing user frustration.
• Mobile usability issues leading to high bounce rates.
• Lack of clear call-to-action elements reducing conversions.
• No system for capturing customer feedback on pain points.

Our Approach

We focused on data-driven UX improvements that directly impacted user satisfaction and revenue growth:

• User Testing & Analysis: Conducted video-recorded, task-based user testing across devices to pinpoint barriers to conversion.
• Identifying Pain Points: Uncovered critical blockers such as poor contrast, ambiguous buttons, and inconsistent product availability and stock messaging.
• Agile UX Development: Prioritised fixes and implemented solutions in iterative sprints, tracking real-time data for impact measurement.
• Continuous Improvement: Integrated HotJar for ongoing customer feedback and usability refinement.

Key Enhancements:

• New brand accent colour to improve UI visibility and call-to-action emphasis.
• Optimised mobile UX, ensuring vital information remains accessible at all times.
• Refined product categorisation, simplifying the distinction between Flooring Collections and Shop products.
• Enhanced product labels to indicate sample availability clearly.
• Implemented live filtering and intuitive search micro-interactions to streamline discovery and decision-making.

The Solution

By leveraging data-driven UX design, we delivered a highly optimised digital experience that improved engagement and increased conversions.

• Clear product categorisation and improved site architecture for effortless navigation.
• Visually engaging, accessible UI ensuring users could interact seamlessly across devices.
• Tech Stack: GitLab, PHP, HTML5, SCSS, JavaScript, WordPress + WooCommerce.
• Smarter filtering and classification, with clear technical details and supportive iconography to aid purchasing decisions.

Impact & Results

The impact of our UX enhancements was transformative, driving significant revenue growth and customer engagement.

• Substantial year-on-year revenue growth
• Scaled monthly online revenue from nil to five figures, setting the foundation for full click-and-collect functionality.

Our user experience-led approach directly contributed to increased revenue, proving the power of strategic UX design in e-commerce success. Natural Wood Floor Company now benefits from a high-performing, customer-friendly online platform, ensuring continued growth and engagement.