Shipped

Enhancing the relocation experience through user-centered design.

Challenge

The B2C website was underperforming, missing key revenue opportunities due to friction in navigation and information architecture that drove users away before conversion. The mobile experience was particularly weak, failing to scale appropriately below desktop resolution. High abandonment of quote forms limited qualified leads and increased internal workload, while unclear service offerings made it difficult for users to compare and select options.

The challenge was to redesign the end-to-end experience to reduce friction, clarify offerings, and maximize conversion across all devices.

Role

Working alongside the product director, marketing, SEO, content, and development, my tasks included:

  • Leading the UX strategy from research to delivery, aligning design with lead-generation goals.
  • Analysing competitor journeys to identify opportunities for improvement.
  • Building a bespoke, scalable design system to accelerate delivery and ensure brand consistency.
  • Optimise the IA and navigation to improve task success rates.
  • Streamlining lead capture flows to increase form completion.
  • Reducing mobile bounce rates by implementing responsive templates.
  • Enabling performance tracking by mapping service flows and embedding measurement into post-lead communications.
In a hurry? Skip to Design
Research & Insights

I began by evaluating the AS-IS experience, diving into performance data, and Hotjar recordings to uncover how users were interacting with the site. It quickly became clear that users were getting lost in bloated menus, taking wrong paths, and struggling with dense blocks of text—often leaving the site without ever engaging with services or enquiry forms. These observations highlighted critical friction points that were preventing conversions and informed the priorities for redesign.

Usability Testing: AS-IS

To gather further behavioural and qualitative insights, I ran an unmoderated UserZoom study with 8 recent movers (local and international). Test scenarios included:

  • Starting a move enquiry.
  • Finding out what’s covered in a move.
  • Requesting an international quote.
  • Assessing the company’s reliability.

Qualitative Insights

“There are so many services, it’s overwhelming. I wouldn’t feel comfortable clicking anything without speaking to someone.”
“There’s no way to compare packages. I expected a list but had to go back and forth between pages.”
“What if I want to move something other than a house or flat? Where are the customisation options?”
“There’s too much going on. Too many menu options, and it’s not clear where to go. I don’t have confidence to proceed.”
Friction Points
  • Cognitive load: splash screen forced upfront audience selection.
  • Unclear offerings: packages and services were confusing or misinterpreted.
  • Rigid forms: lacked flexibility and UX best practices.
  • Mobile inefficiency: templating issues stretched user journeys.
  • Unclear navigation: led users down incorrect paths.
  • Channel preference: users chose telephony over digital/self-serve.
  • Low trust signals: absence of social proof despite strong brand heritage.

Competitor Research & Personas Creation

I analysed competitors’ and comparators’ lead generation experiences and developed personas for different customer and manager types. This aligned the team around user needs and behaviours.

Design

Simplifying Form Requirements

We collaborated with B2B and B2C teams to simplify form requirements to meet both business and user needs. Completion rates jumped from 13% to 52%, and lead quality improved through post-lead communications.

Navigation & IA Revision

To improve navigation, I collaborated with an SEO specialist to revise labeling and ran a card-sorting exercise with internal stakeholders before validating our approach with 75 participants via tree-testing.

Shown below is a collapsed state revision for both personal and business navigations:

Tree Test: Consumer

Scenario Success Rate Time to Complete Directness
Before 52% 4m 43s 56%
After 79% 2m 58s 91%

Design System

Created a Figma based, atomic design system to improve clarity, and support content flexibility.

Outcomes

  • Significantly increased leads by 39 to 60% across different regions through testing, optimisation, and adherence to UX form design principles and accessibility standards.
  • Reduced time to complete moving enquiry forms by 31%.
  • Reduced mobile bounce rates by 43% and increased session duration, indicating improved user engagement.
  • Developed templates with a consistent interaction patterns to guide user progression and support.
  • Improved journey efficiency via the navigation and in-page sign-posting.
  • Delivered a robust, scalable design system.

Additional deliverables:

  • Mapped service flows for post-lead generation to optimise channel communications and increase open rates.
  • Mapped the end-to-end experience to identify pain points and opportunities for optimisation.
  • Designed, developed, and deployed a suite of responsive emails. Compliance tested in Litmus.
  • Planned and implemented first-party data initiatives such as CSAT, NPS, and forms (Contact/Insights/Guides).

Let's Talk

Are you passionate about driving value through building compliant, consistent, and accessible digital experiences? If so, get in touch today.


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