Boots Shopping Pages
The shopping pages on Boots.com were identified as a key area for improvement. Working collaboratively with a lead designer, we conducted research, explored design solutions, and implemented changes that enhanced the user experience and drove measurable business impact. My role spanned the entire end to end process, from discovery to implementation, delivering improvements that have had a lasting effect on revenue and user engagement.
I began this project with a heuristic review, assessing the shopping pages against UX best practices. Using SessionCam and Google Analytics, I analysed user behaviour and identified friction points. Combining these insights with market data and competitor analysis, I built a clear picture of opportunities for improvement. The redesign focused on optimising navigation, enhancing product discovery, and improving conversion rates to create a seamless shopping experience.
User stories & Prioritisation
We translated these insights into a structured problem statement backlog, outlining key UX challenges supported by market research, analytics, and heuristic evaluations. Each issue was distilled into user stories with clear evidence, ensuring a data-driven approach to prioritisation. This comprehensive backlog became a key resource for product owners, guiding design exploration and shaping development priorities. It also streamlined the creation of tickets and influenced sprint planning, ensuring that design improvements were effectively integrated into the product roadmap.
With a clear set of problems to address, we ran wireframing workshops using the Crazy Eights method and Studio Technique. These sessions enabled rapid ideation, ensuring UX and Product were aligned on early concepts. We critiqued the sketches collaboratively before refining them into higher-fidelity wireframes in Axure. These prototypes facilitated deeper discussions with stakeholders and engineers, driving alignment and informing the next stages of design and development.
Interaction designs
Some enhancements were less visual but required careful consideration of interaction design and system behaviour. This included defining how the front end would communicate with the back end to ensure seamless responses. For example, we refined pagination patterns and designed an intuitive solution that combined the add-to-basket button with quantity selection, streamlining the purchasing flow and reducing friction.
Next, we moved into usability testing to validate key design changes, including product recommendations, facets and filters, the shift from a single to a two-column listing layout, and the new add to basket functionality. The UI was designed in Photoshop (yikes) and prototyped in Adobe XD.
We conducted in-person usability tests with six participants, working with the research agency Biglight to facilitate the sessions. Overall, the findings were positive, but user insights revealed opportunities to refine and enhance the designs further.
Project impact
Average order value rose by 1.4% due to better add-to-basket functionality, product recommendations, and discovery.
Time to add to basket dropped by 4 seconds, aided by improved search, listings, and visibility.
Session time increased by 8 seconds, showing greater product engagement and purchase intent
.PDP conversion improved by 0.8%, reflecting a smoother purchase journey.
