2022 ·  B2C SaaS plus a box
An iPhone and an iPad overlapping mockups showcasing the Boundayr web product configurator.
In early 2022, I led the redesign of the company's main web sales channel. The goal was to create a responsive and easy-to-follow user journey that reduced user bounce rate and improved the sales conversion rate.
Product Strategy
Interaction Design
Visual Design
User Flows
Rapid Prototyping
User Testing
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The first step in the redesign process was to conduct user research to understandthe needs and preferences of our potential customers. This step was crucial as it helped us identify any potential issues and opportunities that we could address in the redesign. To gather this information, we employed a variety of research methods including competitor benchmarking, surveys, interviews, and focus groups.

For competitor benchmarking, we analysed the sales journeys of similar products in the market and identified areas where we could improve upon or set ourselves apart. Surveys and interviews allowed us to gather a larger sample size of feedback from potential customers, which helped us identify common patterns and themes. The focus groups were particularly valuable as they allowed us to observe users interacting with our early prototypes, which gave us a deeper understanding of their needs and preferences.

Image showing a detailed flowchart of the purchase process on an e-commerce website. It outlines the customer journey from product selection to final checkout. The flowchart starts with 'Shop Individual Products & Accessories,' leading to 'Select Product' and then branches into 'Purchase Flow' where the user can 'Select Alarm Bundle' followed by 'Select Subscription Plan.' Decision points are illustrated with yellow diamonds, asking if a Pro plan or Pro installation is selected, leading to different paths such as 'Police Response System Estimator,' 'Select Hub Extras,' or 'Book Installation.' The flow continues with options for existing customers to log in or new customers to create an account, enter promo codes, save the basket, and provide delivery details through 'Postcode Lookup' or 'Enter Delivery Address' before proceeding to 'Payment Details.' The diagram uses a combination of blue rectangles for actions, green rounded rectangles for the next steps, and connecting arrows, all on a dark background.
1.1 –
Part of the new purchase experience user flow

The Solution

Once we had gathered and analysed all of our findings, I went back to the drawing board and utilised an iterative design approach to design a new solution. I conducted multiple user testing sessions and gradually refined my ideas based on participants' feedback and insights drawn from observing peoples’ behaviour while interacting with the prototype.

The final result is a step-by-step flow, utilising progressive disclosure of information that focuses customer’s attention on the most important details first. All while providing supplementary contextual information that is easily accessible when needed within the journey.

1.2 –
End-to-end purchase experience walkthrough

Landing Page

Another crucial task was to redesign Boundary's homepage and ensure that prospective customers had access to enough information to make an informed decision when comparing the product to competitors.

The above-the-fold area instantly communicates the nature of the product and its credibility. The core navigation is consistently featured in the header, making an effective logical combination of links and dropdowns, inviting visitors to learn more about the alarm system and enter the purchase funnel. The content on the page is concise and informative, utilising a solid typographic hierarchy that makes the web page scannable and allows potential customers quickly understand the value and benefits of the Boundary alarm system.

Boundary's SaaS landing page
1.3 –
Landing page
increase in conversion rate through the new purchase flow journey, compared to the old one.
increase in the average order value, with more people opting in for a paid monthly subscription.
drop in sale’s journey bounce rate, compared to the previous one.
drop in the number of pre-sales questions sent to our customer experience team.

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