Understanding the users
We developed several user personas based on common behaviours, needs and concerns. These personas helped us identify typical user goals, such as finding value for money, feeling confident in the trustworthiness of the platform, and navigating a large product range without frustration. This insight guided our research around usability, content, and design.
Mapping the user journey
We analysed the user experience across key stages of the journey, including searching, browsing, and considering products. While the search function is easy to locate and delivery information is clear, the interface quickly becomes overwhelming due to cluttered layouts, frequent pop-ups, and a lack of seasonal relevance. Product listings are generally accurate, but overly broad categories and inconsistent layouts make comparison difficult. Product pages include useful information, but the sheer volume can feel chaotic, and trust signals like reviews are not always visible to UK users.
Our recommendations focused on simplifying layouts, improving navigation with clearer seasonal categories, reducing on-site distractions, and ensuring that trust indicators and pricing details are consistently shown for British customers.
Opportunities for Visual improvements
We recommended simplifying the interface by reducing colours, removing pop ups and bringing consistency to layouts across product cards and categories. We felt that seasonal relevance could be improved by updating homepage content throughout the year and adding clearer product categories to support faster browsing. The overall visual design also needs refining.
A cleaner layout with fewer competing elements would allow key information to stand out. Using a darker background in the navigation, avoiding overly bright banners and ensuring consistent image styles would help create a more polished and modern appearance. Trust could be strengthened by showing reviews in the correct region, including tax within product pricing and automatically applying any discounts during checkout. Consistent UK English and regionally relevant imagery would also make the site feel more tailored to the audience.
Real user feedback
UK customers confirmed many of our findings. They mentioned confusing wording, busy layouts and being shown irrelevant suggestions. Some were frustrated by being asked to sign up before they were ready. Others pointed out inconsistencies in product images and terminology. Addressing these issues would create a smoother and more trusted experience for a global audience.
Presenting our findings
We shared our research and recommendations in a clear, visual presentation designed for key stakeholders. By walking through the user journey, highlighting pain points and suggesting practical improvements, we helped the client see the experience through the eyes of a real UK customer. The presentation format allowed us to explain the rationale behind each recommendation and show how even small changes could lead to a smoother, more trustworthy experience for international users.
