eCommerce · UI Design · CRO
From a basic setup to a growth engine
From a basic setup to a growth engine
(+125% Revenue Growth)
How design decisions focused on clarity and conversion helped transform Huntech's eCommerce into a more efficient experience.
How design decisions focused on clarity and conversion helped transform Huntech's eCommerce into a more efficient experience.
01. CONTEXT
A strong brand, an eCommerce that couldn't keep up
Huntech is a New Zealand outdoor retailer specialising in technical hunting gear and equipment.
However, its eCommerce experience was no longer keeping up with the needs of the business.
The platform had several limitations that affected the shopping experience. With a large product catalogue, technical product information, and extended sizing up to 5XL, users needed more clarity when finding, comparing, and choosing products.
This created a clear opportunity to improve the digital experience and better support the business.
01. CONTEXT
A strong brand, an eCommerce that couldn't keep up
Huntech is a New Zealand outdoor retailer specialising in technical hunting gear and equipment.
However, its eCommerce experience was no longer keeping up with the needs of the business.
The platform had several limitations that affected the shopping experience. With a large product catalogue, technical product information, and extended sizing up to 5XL, users needed more clarity when finding, comparing, and choosing products.
This created a clear opportunity to improve the digital experience and better support the business.
01. CONTEXT
A strong brand, an eCommerce that couldn't keep up
Huntech is a New Zealand outdoor retailer specialising in technical hunting gear and equipment.
However, its eCommerce experience was no longer keeping up with the needs of the business.
The platform had several limitations that affected the shopping experience. With a large product catalogue, technical product information, and extended sizing up to 5XL, users needed more clarity when finding, comparing, and choosing products.
This created a clear opportunity to improve the digital experience and better support the business.
02. MY ROLE
Turning Insights into UI Solutions
Turning Insights into UI Solutions
My role was to lead the UI redesign, working within a multidisciplinary team under our Design Lead.
I was responsible for identifying key usability issues, translating findings into practical UI solutions, contributing to the Design System, and preparing designs for developer handoff.
03. FOCUS AND OBJECTIVES
Focus on the highest-impact areas
While the review covered the entire website, this case study focuses on the purchase journey, where reducing uncertainty was expected to have the greatest impact on conversion.
The goal wasn't simply to simplify the interface, but to help users make purchase decisions with greater confidence.
03. FOCUS AND OBJECTIVES
Focus on the highest-impact areas
While the review covered the entire website, this case study focuses on the purchase journey, where reducing uncertainty was expected to have the greatest impact on conversion.
The goal wasn't simply to simplify the interface, but to help users make purchase decisions with greater confidence.
03. FOCUS AND OBJECTIVES
Focus on the highest-impact areas
While the review covered the entire website, this case study focuses on the purchase journey, where reducing uncertainty was expected to have the greatest impact on conversion.
The goal wasn't simply to simplify the interface, but to help users make purchase decisions with greater confidence.
Homepage
→
→
→
→
→
Category (PLP) 🔥
→
Product Page (PDP) 🔥
→
Checkout
→
→
We prioritised the PLP and PDP because that's where purchase uncertainty has the greatest impact on conversion.
04. AUDIT AND DIAGNOSIS
Key findings from the heuristic analysis
I conducted a heuristic analysis across the purchase journey to identify friction points affecting both the user experience and business goals.
This review uncovered multiple usability, comprehension, and merchandising opportunities.
From these findings, I prioritised the opportunities with the highest potential impact on conversion.
04. AUDIT AND DIAGNOSIS
Key findings from the heuristic analysis
I conducted a heuristic analysis across the purchase journey to identify friction points affecting both the user experience and business goals.
This review uncovered multiple usability, comprehension, and merchandising opportunities.
From these findings, I prioritised the opportunities with the highest potential impact on conversion.
04. AUDIT AND DIAGNOSIS
Key findings from the heuristic analysis
I conducted a heuristic analysis across the purchase journey to identify friction points affecting both the user experience and business goals.
This review uncovered multiple usability, comprehension, and merchandising opportunities.
From these findings, I prioritised the opportunities with the highest potential impact on conversion.
To guide prioritisation, the findings were grouped into three strategic opportunity areas.
To guide prioritisation, the findings were grouped into three strategic opportunity areas.
01.
Usability
Improved navigation, mobile filtering, and primary interactions to reduce friction throughout the purchase journey.
02.
Comprehension
Improved size & stock visibility, product information, and decision-making clarity to reduce purchase uncertainty.
03.
Merchandising
Enhanced product discovery, product presentation, and shopping efficiency to support product exploration and conversion.
05. Design Decisions
Five decisions that moved the needle
Each decision translated strategic opportunities into practical UI improvements to support conversion.
1. Product Confidence
2. Product Discovery
3. Mobile Filtering
4. Product Communication
5. Shopping Efficiency
Before
After
Impact: Reduced uncertainty around size and stock helps users make purchase decisions with greater confidence.
05. Design Decisions
Five decisions that moved the needle
Each decision translated strategic opportunities into practical UI improvements to support conversion.
1. Product Confidence
2. Product Discovery
3. Mobile Filtering
4. Product Communication
5. Shopping Efficiency
Before
After
Impact: Reduced uncertainty around size and stock helps users make purchase decisions with greater confidence.
0.5 Design Decisions
Five decisions that moved the needle
1. Size & Stock
2. Product Discovery
3. Filtering
4. Icons & Sticky CTA
5. Shopping Efficiency
Before
After
Impact: Reduced uncertainty around size and stock helps users make purchase decisions with greater confidence.
06. FINAL UI
The final redesigned experience
The final interface brings together the key improvements across the purchase journey, creating a faster, clearer, and more confident shopping experience.
06. FINAL UI
The final redesigned experience
The final interface brings together the key improvements across the purchase journey, creating a faster, clearer, and more confident shopping experience.
06. FINAL UI
The final redesigned experience
The final interface brings together the key improvements across the purchase journey, creating a faster, clearer, and more confident shopping experience.
07. DESIGN SYSTEM
From design system foundations to a tailored experience
Starting from an existing design system, I adapted and expanded components to support Huntech's specific needs, ensuring a consistent purchase experience across the entire journey.
The final designs were documented in Figma and prepared for developer handoff, supporting a smooth, consistent implementation.
07. DESIGN SYSTEM
From design system foundations to a tailored experience
Starting from an existing design system, I adapted and expanded components to support Huntech's specific needs, ensuring a consistent purchase experience across the entire journey.
The final designs were documented in Figma and prepared for developer handoff, supporting a smooth, consistent implementation.
07. DESIGN SYSTEM
From design system foundations to a tailored experience
Starting from an existing design system, I adapted and expanded components to support Huntech's specific needs, ensuring a consistent purchase experience across the entire journey.
The final designs were documented in Figma and prepared for developer handoff, supporting a smooth, consistent implementation.
08. IMPACT
Results reported by Blackpepper
After launch, Blackpepper reported significant improvements in key business metrics, including revenue growth and Average Order Value (AOV).
While many factors influence business performance, these results suggest that reducing uncertainty and improving the purchase experience can contribute to stronger commercial outcomes.
08. IMPACT
Results reported by Blackpepper
After launch, Blackpepper reported significant improvements in key business metrics, including revenue growth and Average Order Value (AOV).
While many factors influence business performance, these results suggest that reducing uncertainty and improving the purchase experience can contribute to stronger commercial outcomes.
08. IMPACT
Results reported by Blackpepper
After launch, Blackpepper reported significant improvements in key business metrics, including revenue growth and Average Order Value (AOV).
While many factors influence business performance, these results suggest that reducing uncertainty and improving the purchase experience can contribute to stronger commercial outcomes.
+
125%
Revenue Growth
A massive year-on-year increase in total sales.
+
41
Increase in AOV
Customers aren't just buying; they are spending more.
Brand Authority
A digital presence that truly reflects the Huntech brand.
+
125%
Revenue Growth
A massive year-on-year increase in total sales.
+
41
Increase in AOV
Customers aren't just buying; they are spending more.
Brand Authority
A digital presence that truly reflects the Huntech brand.
Business results reported by Blackpepper. View the full case study here →
09. REFLECTION
Users weren't looking for simplicity, they were looking for certainty.
The biggest lesson from this project was that reducing uncertainty doesn't always mean simplifying the interface. Users needed confidence that their size was available, the product was right for them, and it was worth the price.
Designing for eCommerce isn't just about organising content. It's about supporting purchase decisions. Often, the best design isn't the cleanest one. it's the one that builds confidence and removes doubt.
09. REFLECTION
Users weren't looking for simplicity, they were looking for certainty.
The biggest lesson from this project was that reducing uncertainty doesn't always mean simplifying the interface. Users needed confidence that their size was available, the product was right for them, and it was worth the price.
Designing for eCommerce isn't just about organising content. It's about supporting purchase decisions. Often, the best design isn't the cleanest one. it's the one that builds confidence and removes doubt.
09. REFLECTION
Users weren't looking for simplicity, they were looking for certainty.
The biggest lesson from this project was that reducing uncertainty doesn't always mean simplifying the interface. Users needed confidence that their size was available, the product was right for them, and it was worth the price.
Designing for eCommerce isn't just about organising content. It's about supporting purchase decisions. Often, the best design isn't the cleanest one. it's the one that builds confidence and removes doubt.
Explore the Visual Archive
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Explore the Visual Archive
Strategic design systems and brand identities, from city-scale campaigns to high-fidelity digital interfaces.
Explore the Visual Archive
Strategic design systems and brand identities, from city-scale campaigns to high-fidelity digital interfaces.