SMI Group
Optimising SMI’s e-commerce experience
Problem Statement
Customers struggled to navigate the shop, discover products and complete purchases efficiently. Confusing navigation, limited filtering and a lengthy ordering process led to frustration, cart abandonment and lost revenue.
Goals & Objectives
Improve product discovery and navigation
Reduce friction throughout the purchase journey
Increase conversion and order completion
Improve clarity around delivery expectations
Research & Insights
Customers abandoned carts when products were hard to find.
Poor filtering limited exploration and product comparison.
Clear delivery expectations reduce hesitation at checkout.
Saved items support longer decision-making cycles.
Sustainability information supports informed choices.
Approach & Strategy
I redesigned the shop experience to remove friction and improve product discovery. Customers previously had to open individual product pages to check stock or add items to their basket, slowing ordering. Rokwear products, a key revenue driver, were buried within listings, and sustainability information was only visible on product pages.
To streamline browsing, I restructured navigation and introduced faster add-to-basket functionality with clearer stock visibility.
Filtering was expanded to reflect how customers shop. New filters enabled refinement by sector, colour, brand, sustainability rating and safety standards, helping users quickly identify suitable products for specific environments and compliance requirements. Brand filtering and improved listing visibility made Rokwear products easier to discover, supported by a promotional banner that further increased awareness.
A store-wide banner highlighted turnaround times for customised items such as heat sealing and embroidery, reducing uncertainty and customer service enquiries.
On product pages, downloadable data sheets provided detailed compliance and certification information, while a customer reviews section helped build confidence and support informed purchasing decisions.
Saved items supported repeat purchasers and procurement workflows, allowing users to hold selections for review or approval before ordering.
Original
Final Concept
A streamlined, user-focused shop experience designed to improve discovery, reduce friction and support faster purchasing. Clear navigation, enhanced filtering and improved product visibility create a more efficient and confident buying journey.
Metrics & Outcomes
User testing showed a strong preference for the redesign, with measurable improvements in ease of use and purchase efficiency.
98%
of customers preferred redesign in testing