Base 1 to Apple then Amazon

STORYTELLING TO CONVERSION MACHINE

Brand Design / UX Design

Role: Lead Brand Designer

Product designer for e-commerce

In collab w Studio Head, Mktg Director & CEO

BOTB's premium homepage with storytelling elements no longer impacted revenue and market shifts. The decline in high spending legacy cohorts using desktops contrasted with increasing new audiences demanding quick and accessible purchase journeys in mobile devices.

Green Fern
Green Fern

I Launched new homepages, iterating them following A/B tests, revenue trends, Clarity analysis and customer feedback.

First I infused thrill and emotion by adding videos to the homepage, later with new UX head transformed it into a scannable and familiar e-commerce experience with clear pricing, colour coded competition cards and direct purchase options from homepage, boosting conversions by 11%. Most users wouldn't scroll past the top banner and likely leave within 6 seconds. Adding useful and accessible alternatives on top was the game changer!

I redesigned the product pages with a mobile first approach, adding icons, immersive visuals and informative automotive reviews from our journalists.

I Launched new homepages, iterating them following A/B tests, revenue trends, Clarity analysis and customer feedback.

First I infused thrill and emotion by adding videos to the homepage, later with new UX head transformed it into a scannable and familiar e-commerce experience with clear pricing, colour coded competition cards and direct purchase options from homepage, boosting conversions by 11%. Most users wouldn't scroll past the top banner and likely leave within 6 seconds. Adding useful and accessible alternatives on top was the game changer!

I redesigned the product pages with a mobile first approach, adding icons, immersive visuals and informative automotive reviews from our journalists.


This design solution increased customer retention but it also meant that users would spend more time making purchase decisions. We needed to maintain the enjoyability whilst making conversions swift and easy.

Moving key info above the fold is something our busy users valued. The new streamlined product page boosted conversion rates and checkout speed by displaying positive trust ratings, impressive company metrics and strategic product tags.

This journey taught me that effective design lives at the intersection of usefulness, beauty and business impact.

This design solution increased customer retention but it also meant that users would spend more time making purchase decisions. We needed to maintain the enjoyability whilst making conversions swift and easy.

Moving key info above the fold is something our busy users valued. The new streamlined product page boosted conversion rates and checkout speed by displaying positive trust ratings, impressive company metrics and strategic product tags.

This journey taught me that effective design lives at the intersection of usefulness, beauty and business impact.

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