Oliver Bonas

Partnering with Oliver Bonas, I was tasked with redesigning the end-to-end customer journey, from product selection to basket and checkout, across desktop and mobile. The aim was to create a seamless, intuitive experience that gets shoppers through the process quickly, builds trust and increases conversion and engagement.

My approach combined user research, data analysis and iterative design. By identifying friction points, I was able to map out the enhanced customer journey, enhance wayfinding and navigation and proposed an optimized checkout flow for both new and returning customers. Key considerations included upsell opportunities at the basket, device-responsive design, account creation, click & collect and nominated-day delivery.

Leading the design and strategy work, I created wireframes, designs, prototypes and specification briefs for developers, ensuring design improvements were grounded in both user needs and Oliver Bonas’ brand identity. We iterated closely with stakeholders to align design choices with business priorities, integrating editorial content and highlighting key categories without compromising usability.

The result was a streamlined, responsive and brand-consistent ecommerce experience that reduced friction, improved conversion and elevated the overall customer journey. By balancing functionality with Oliver Bonas’ unique creative identity, the project demonstrated how thoughtful UX and UI design can enhance customer satisfaction, drive engagement and support business objectives.