Boosting conversions for an e-commerce brand

Redesigning FitFlop’s core customer journey to refresh the brand’s UI, address purchasing barriers and boost conversions.

Client

FitFlop

Dates

Apr to Nov 2024

Role

Visual/UI design, interaction design, design system design, prototyping

Platforms

Web

Teams

Product, Engineering, Digital

Tools

Figma, Google Analytics

Summary

FitFlop wanted to refine their online shopping experience and address challenges in their purchasing journey to improve overall conversions. In an effort to solve these problems while refreshing the footwear brand’s UI, I leveraged qualitative and quantitive data to redesign their core customer journey.

Measurable improvements in conversion and revenue metrics

Since launching the new designs, FitFlop has seen measurable improvements in key metrics:

+22% increase in overall conversions year-on-year
Increase in checkout completion rate (from 47% to 55%) following launch of redesigned checkout flow
+20% increase in Revenue Per Visitor from new promotional messaging on product pages

THE CHALLENGE

Create a better shopping experience and improve conversions

FitFlop wanted to enhance their digital shopping experience and increase conversion rates by identifying and addressing pain points throughout their customer journey.

Our goal was to create a more seamless path from product discovery to checkout, minimising friction that could lead to cart abandonment and reducing barriers to checkout.

USER RESEARCH

"The homepage feels a lot more modern and has more energy around it."

To help us identify pain points in the customer journey, we carried out 12 user research sessions with participants in the UK and US and analysed FitFlop’s Google Analytics data.

Several key insights influenced our design enhancements:

  • Conversion rates were substantially higher for customers that landed on or saw the homepage.

  • Users described the homepage as more modern and energetic, and seeing it helped sell them on the FitFlop brand and its products.

  • The "Comfort Technology" page convinced people of the benefit's of FitFlop's proprietary technology but users rarely go to it.

  • Customers weren't encouraged or guided towards the checkout and barriers like hidden buttons and unnecessary clicks made getting to the checkout feel long.

Original page designs

FINAL DESIGNS

Consistent brand storytelling and a clear route to checkout

My design updates aimed to address the issues found in research while also tidying up and modernising FitFlop's UI.

Get in touch

Want to chat about a project? Reach out at contact@aaronhowes.com

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© Aaron Howes 2025

© Aaron Howes 2025

© Aaron Howes 2025

© Aaron Howes 2025

© Aaron Howes 2025