Product Design
SaaS · B2B
AI Native
2025
My Role
Timeline
Team
1 Marketing Manager
1 Designer
CLIENT
Base London
Overview
Base London, a premium men's footwear brand, struggled with a 68% bounce rate and 1.2% CTA click rate — well below industry averages. I redesigned the e-commerce experience to improve conversion and retention by optimizing CTAs, simplifying flows, and enhancing brand storytelling.
+30%
Projected CTA click-through increase
-25%
Expected bounce rate reduction
-20%
Scroll depth reduction before CTA
Problem
A disconnect between brand and customers
The website struggled to engage visitors, with most leaving without interaction. High bounce rates and low CTA engagement signaled a fundamental UX problem, not just a visual one.
68%
Bounce rate
vs. 40–55% industry average
1.2%
CTA click rate
vs. 2.5–3% industry average
How Might We
How might we enhance the user journey on the Base London website to create an engaging shopping experience that embodies the brand's values?
Research & Audit
01
Brand identity
"We want our brand to feel premium and distinctive."
→ Strengthen brand identity and create a premium feel
02
Product engagement
"We need to showcase what customers love."
→ Increase engagement by featuring best-selling products
03
Conversion
"Above all, we need to improve our conversion rates."
→ Optimize user journey to drive conversions
Design Strategy
01
Navigation & CTA
Problem
Unclear user actions & low CTA engagement
→
Solution
Surfaced best-sellers and promotional items with optimized CTAs
1.2% → 1.6% CTA rate
02
Brand Storytelling
Problem
Lack of product clarity & weak differentiation
→
Solution
Enhanced brand storytelling to communicate craftsmanship
Stronger premium feel
03
Product Cards
Problem
Inconsistent product display across pages
→
Solution
Standardized product cards for easier comparison
Faster decision flow
Projected Impact
20–25%
Bounce rate reduction
30–40%
CTA click rate increase
~30%
Scroll depth reduction
Reflection
01
Data reveals what users won't say
Usability data helped uncover pain points and refine assumptions around product discovery and bounce behavior, especially for mobile-first flows.
02
Designing with intent leads to results
Applying UX heuristics and prioritizing content hierarchy boosted clarity and minimized user friction, aligning with both user expectations and business goals.
03
Business goals and user needs can align
Design solutions that addressed usability also supported revenue drivers like promo visibility, category exploration, and conversion actions.
→
Areas for improvement
Integrate usability testing earlier in the process to uncover conversion barriers sooner. Set up post-launch metrics and dashboards for continuous optimization.