Case Study - A Seamless Digital E-Commerce Experience

Transforming a FileMaker stock and retail management system into a high-converting online sales platform while enhancing customer engagement.

Client: The Natural Wood Floor Company
Year: 2020 - Present
Service: UX Design, CRO, Web Development, Product Strategy, Project Management

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.

Increase in new users: +90%
Boost in conversion rate: +40%
Lighthouse performance score improved: 66% to 93%

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.

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Project Links

The Natural Wood Floor Company website

The Challenge

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.

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Case Study - A Seamless Digital E-Commerce Experience

The Challenge

Our Approach

The Solution

Impact & Results

Project Links

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